- el Jimador Tequila launches Sparkling Margarita range of ready-to-drink (RTD) Blanco tequila based cocktails
- Bringing a fruity, flavourful twist to the classic tequila serve, the two new Sparkling Margaritas will be available in both Lime and Mango
- The RTD will be available to trade wholesalers from April 2026 in 250ml cans
LONDON, UK – [April 2026] – Premium tequila brand el Jimador is launching a brand-new Sparkling Margarita RTD cocktail range, infusing citrus and tropical flavours into the canned drinks.
The RTD cans will launch in April in both on and off-trade, aligning with data showing RTD value sales in convenience stores growing 12.6%[1] and the recent rise of RTDs as convenience options within on-trade venues [2]. Available across off trade wholesale, convenience, ecommerce and total on trade in time for warmer months, the RTDs will roll out to Grocers later in the year.
The launch comes as the UK’s RTD market continues its impressive upward trajectory, demonstrating significant growth across all channels. The RTD market in the off-trade alone is projected to reach over £800m by 2027[3], thanks to impulse and convenience purchases. Simultaneously, the on-trade is witnessing a marked shift, with data from IWSR revealing that 40% of consumers are choosing RTDs more frequently in pubs than last year[4], offering a solution to speed of service and simplifying operations.
The expertly crafted Sparkling Margaritas turn the classic margarita experience into a high-quality ready to drink option for consumers.
The Lime flavour is a full margarita moment with tangy citrus and a subtle sweetness, resulting in a perfectly balanced sip of crisp lime and smooth tequila. The Mango flavour infuses vibrant, juicy mango with a hint of lime, providing a refreshingly exotic twist on the classic margarita. Both varieties deliver an ABV of 6.5%.
Recent news from el Jimador demonstrates the success of the brand as a whole, as the el Jimador Blanco Tequila was recently named as #1 across Total Trade, showing the strength of the product across the trade community.
The flavourful Lime and Mango options were selected as key flavours for launch following rigorous consumer testing. Lime delivered outstanding consumer desire and trial interest, thanks to its crisp flavour and ‘hint of lime’. Meanwhile Mango was a hit as 83% of consumers stated they would ‘definitely’ or ‘probably’ purchase, with consumers specifically enjoying the ‘citrusy zing’ of the product[7].
Laura Smith, Head of Emerging Brands at Brown-Forman, said: “Pre-mixed cocktails are significantly driving growth in the RTD market, which continues its upward trajectory in the UK. Our brand-new Sparkling Margaritas respond directly to consumer demand for convenient, high-quality tequila-based options and these products have gone through consumer testing to ensure we create the best product for consumers, and therefore for trade. We’re excited to shake up the category by inviting consumers to sip for themselves and discover the new flavours, while enjoying the quality they can expect from the el Jimador brand.”
The two el Jimador Sparkling Margarita flavours, Lime and Mango, will hit off trade wholesale, convenience, ecommerce and total on trade shelves in April 2026 across the UK in 250ml cans with an ABV of 6.5%.
The Sparkling Margarita cans join the el Jimador UK portfolio which includes Blanco, Reposado, and Anejo.
18+. Please drink responsibly.
For more information, visit: www.eljimador.com/
About el Jimador:
In 1870 Casa Herradura Distillery was established in Amatitan, Jalisco – the birthplace of tequila – where Herradura and el Jimador Tequila were created. By 1994 the distillery had enjoyed great success and recognition with Tequila Herradura, but realised that premium quality tequila was still a luxury reserved for the few – and so el Jimador was born, with the idea of making premium 100% agave tequila available for the masses. The new product became an instant success and has since been one of Mexico’s most popular tequilas. As tequila continues to become a global phenomenon, EJ is now one of the top 100% agave brands in the UK*.
The name itself honours those who grow and harvest the blue agave – the “jimadores”. For decades we have poured the same passion and dedication into making every drop of our tequila. Nowadays, el Jimador has transcended its meaning to become one of the most enjoyed tequilas worldwide and a symbol of great taste and quality.
We know what it takes to proudly bear the name of el Jimador, and it is not earned easily.
Not all tequilas are created equal. There is Tequila, also known as mixto, and then there is Tequila 100% agave. Tequila, or mixto, can be legally produced using at least 51% of agave as the raw material for fermentation. The remaining 49% can come from other sources of sugar that are usually cheaper and don’t need to be disclosed. However, el Jimador is 100% agave, meaning the sugars used for fermentation are obtained solely from blue weber agave plants
[1] Mintel, UK White Spirits and RTD Market Report 2023
[2] GWI 2025, Telmar – TGB2510A TGI GB 2025 October survey
[3] NielsenIQ, RTD Category Review H2 2025
[4] IRI, Convenience Sector Insights Q3 2025 IWSR, How is the RTD landscape shifting?, 12th September 2024
[5] NielsenQ – latest 52 weeks to we 06.09.2025
[6] NIQ, Total Trade Value and Volume Sales, Total GB Trade, MAT 27.12.25
[7] NIQBases 2024.