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El Rayo secures Sainsbury’s listing
British brand El Rayo has become the first Tequila in the £30-plus (US$37.31) price point to be carried by UK supermarket Sainsbury’s.
The ‘landmark’ deal will see the brand’s No1 Plata expression available in 400 Sainsbury’s stores across the UK for RRP £34.95 (US$43.47).
El Rayo No1 Plata boasts herbal aromas that give way to bright citrus notes, warmed by a hint of peppery spice. The fresh and savoury flavours are said to balance perfectly with bittersweet Indian tonic water.
Co-founders Jack Vereker and Tom Bishop said: “The reception received by El Rayo since we first launched in 2019 has been mind-blowing. Consumers are really starting to appreciate the clean, vibrant flavours of 100% natural Tequila and to relish it in Tequila and Tonic; a long, slow serve with Indian tonic.
“Our first national supermarket listing with Sainsbury’s will allow us to spread the word even further and help us on our mission to turn Tequila into the first drink of the night, not the last.”
El Rayo was the first Tequila to be listed at retailers such as John Lewis & Partners, Liberty, and Daylesford, and is available at more than 500 on-trade venues including Sushi Samba and Drake & Morgan.
The deal marks a ‘significant step’ in the brand’s UK expansion.
In December, El Rayo secured US$1 million investment to fund its growth.
The raise was led by Rianta Capital, the family office of New Look founder Tom Singh, alongside angel investments from Logan Plant, founder of Beavertown Brewery, and About a Boy actor Nicholas Hoult.