El Jimador Emerges as a Dominant Player in the UK 

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. 


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