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El Jimador is 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.

El Jimador
El Jimador Tequila will celebrate its 30th anniversary next year

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.

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