El Jimador claims top spot as UK’s leading 100% agave Tequila –

Brown-Forman’s El Jimador is the biggest-selling 100% agave Tequila brand in the UK, according to data from IWSR Drinks Market Analysis.

The Tequila brand reached the number-one spot for the first time by both volume and value, according to IWSR 2022 data released at the end of May 2023.

The brand’s sales grew by almost 75% in the UK last year. It is now the third-largest Tequila brand in the UK (IWSR 2022), after Jose Cuervo in first place and Sierra in the second spot.

The UK’s top five best-selling 100% agave Tequilas in order are: El Jimador, Altos, Patrón, Cazcabel and Tapatio.

El Jimador said it had become the biggest and fastest-growing value contributor to the category.

The brand noted that ‘rapid growth’ is forecast for super-premium Tequila and higher-value products such as 100% agave Tequilas.

The producer uses 100% Blue Weber agave for its range of Tequilas, which includes blanco, reposado and añejo.

Daniele Umoette, El Jimador brand ambassador, said: “In recent years Tequila has seen a renaissance and its popularity has skyrocketed, especially with venues and consumers’ appreciation of quality Tequila.

“El Jimador was the first-of-its-kind Tequila. It is naturally fermented, without [the] addition of yeasts and offers bright, citrus, herbaceous notes which makes it perfect for cocktails like Margaritas and Palomas.

“This achievement to lead the charge is a team effort and is the result of distribution expansions, memorable activations and best-in-class brand partnerships.

“This is just the beginning, and we anticipate further growth in 2023.”

The brand was the seventh-biggest-selling Tequila in the world, according to The Brand Champions 2023 report. It sold 1.7 million nine-litre cases last year, an increase of 21.4%.

El Jimador’s sales rose by 18% in the first nine months to 31 January 2023. Brown-Forman also owns the Herradura Tequila brand, which grew by 11% in fiscal 2023.

Production of El Jimador began in 1994 at the Casa Herradura distillery in Amatitán, Jalisco.

Last month, Brown-Forman revealed plans to invest US$200m to expand its Herradura distillery.

In December 2022, CGA revealed Cazcabel was the UK’s biggest-selling 100% agave Tequila in the on-trade, having grown by 857% in the last three years.