EL JIMADOR EMERGES AS A DOMINANT PLAYER IN THE UK ON-TRADE TEQUILA SCENE


CGA BY NIELSENIQ REPORTS 1 IN 5 TEQUILA SERVES IN THE UK ON-TRADE IS NOW MADE WITH EL JIMADOR

With the tequila category enjoying a boom in popularity in the last few years; premium tequila brand el Jimador is fast emerging as a key player with the latest CGA data revealing 1 in 5 tequila serves use el Jimador across the UK On-Trade. As the number one 100% agave tequila and the third largest tequila brand in the UK On-Trade, having grown 11% year on year, el Jimador has perfectly positioned itself to continue to capitalise on the growing trends of premiumisation and cocktails. 

Overall, tequila-based cocktails have witnessed a surge in popularity amongst consumers, and despite the ongoing cost of living crisis, remains on an upward trajectory – partly thanks to a new wave of tequila connoisseurs seeking premium and super-premium brands. El Jimador’s strategy has been to elevate consumers’ habits on how to enjoy tequila – with mixed drinks and cocktails noted as the driving force of growth. 

These trends in premiumisation and the rising cocktail culture are key drivers for the recent success of el Jimador. Approximately 12% of cocktails now feature tequila as an ingredient with favourites like the Paloma and Margarita gaining traction across various outlets. The Margarita stands as the third best-selling cocktail in the World’s Best Bars, while the Paloma has rapidly climbed to reach the 13th position (Drinks International Brand Cocktail Report, 2023).

Emily Richardson, UK & Ireland Marketing Director at Brown-Forman said “El Jimador’s strategy has always been to provide an authentic experience for tequila drinkers whilst bringing people together – whether it’s through bringing a taste of Mexico to Taste of London or heading further north to showcase the brand at Edinburgh Fringe. We are ecstatic to see that we now account for 1 in 5 tequila serves in the On-Trade and look forward to continuing to work with some of the best UK bars and restaurants, alongside their creative and talented bartenders”.

With this in mind, el Jimador continues to be the fastest growing tequila brand in the UK On-Trade by volume and value, now worth over £50 million to the On-Trade and a measure sold every 2.5 seconds.

Stephen Watt, UK Sales Director at Brown-Forman highlighted, “The recent success of El Jimador can be attributed to the quality of the liquid, gaining popularity with customers and consumers alike. Overall, the average venue makes in excess of £8,000 per year from stocking El Jimador (52wk Value Rate of Sale). This demonstrates the opportunity and profitability of El Jimador, complementing the rest of Brown-Forman’s Premium portfolio in the wider On- Trade.”

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