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El Jimador campaign pushes for inclusivity

Brown-Forman-owned El Jimador has unveiled its new global campaign, Reserved for Everyone, which aims to “democratise” high-quality Tequila.

El Jimador
El Jimador will work with ‘diverse’ UK influencers on Instagram

The new campaign seeks to highlight the brand’s ‘premium quality and inclusivity’.

In the UK, the campaign kicked off with out-of-home advertising across 320 sites in London, Brighton and Edinburgh.

During the Edinburgh Festival Fringe (4-28 August), El Jimador will host a month-long activation, offering frozen Margaritas and Palomas to visitors.

Reserved for Everyone will be supported by digital and social activity, with the brand working with ‘diverse’ UK influencers on Instagram.

Chao Roberts, UK brand manager at El Jimador, said: “In crafting our new campaign, we looked to democratise high-quality Tequila in a positive way – balancing our premium product with inclusivity.

“Reserved For Everyone shows that real Tequila belongs in the hands – and glasses – of everyone no matter who you are, where you’re from, what you’re into, or where you call home.

“As part of the campaign, we look forward to bringing authentic, incredible experiences to thousands of customers across the UK throughout the month of August.”

El Jimador is the biggest-selling 100% agave Tequila brand in the UK, according to 2022 data from IWSR Drinks Market Analysis.

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.

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