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Jose Cuervo launches Tequila-based hard seltzers

Tequila brand Jose Cuervo has tapped into the burgeoning hard seltzer category with the launch of Playamar, which is available in two flavours.

Playamar is Jose Cuervo’s first move into hard seltzers

The new Jose Cuervo Playamar Tequila Hard Seltzer range comes in two flavours inspired by Tequila-based cocktails: lime and grapefruit.

The lime flavour is described as a “bubbly take on the traditional Margarita” and has an aroma of lime zest with a “sweet citrus and agave finish”.

Grapefruit is said to imitate the Paloma cocktail and offers pink grapefruit on the nose “balanced with the taste of softly bitter and sweet grapefruit juice and agave”.

Playamar offers a “light Tequila taste” and each 12oz (340ml) can has an ABV of 4.5% and contains 90 calories. The brand was created for health-conscious consumers.

Playamar is a portmanteau of two Spanish words: playa, which means beach, and mar, which translates as sea.

The hard seltzer range is described as a “natural fit” for the Jose Cuervo portfolio. According to the brand, Jose Cuervo is the leading prepared cocktail brand with 35% market share. The brand produces a range of bottled Margaritas, canned sparkling Margaritas and a canned Paloma.

Jose Cuervo said it had almost doubled sales for its ready-to-drink and prepared cocktails business during the second quarter of 2020. The brand expects further growth with Playamar, boosted by “seltzer consumers’ high familiarity with the quality that Jose Cuervo delivers with other prepared cocktail drinks”.

Playamar is available now across the US, with additional flavours to be rolled out during 2021. A four-pack of 12oz (340ml) cans is priced at US$11.99.

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