Pimentae lands £1.5m investment
Female-founded ready-to-drink brand Pimentae has secured £1.5 million (US$2.04m) in funding to power its next stage of growth.
Female-led early-stage consumer fund FIGR Ventures spearheaded the funding round, with participation from Revenge Capital, Solo Investments, and entrepreneurs Poonam and Puneet Gupta.
Founded by Alice Parmiter and Wynter Karo, Pimentae offers bar-quality Tequila-based cocktails in branded, convenient formats. The brand brings a strong focus on experience, flavour, and community, and is said to resonate with a ‘new generation’ of Tequila drinkers.
The investment will go towards expanding Pimentae’s retail footprint, scaling its brand activations and digital media, and accelerating its European rollout.
Karo commented: “We couldn’t be more proud to continue our scale journey across UK retail, trade and travel, with EU expansion well underway. We’re entering what promises to be the most exciting chapter yet for Pimentae.
“We’re thrilled to welcome FIGR on board as an investor. As a female-founded and led business, the connection with Ellie [Craig, FIGR Ventures portfolio director] and Fiona [Humphries, FIGR Ventures managing director] was instant – their energy, ambition, and shared belief in Pimentae’s strategic vision made the alignment clear from day one.
“Our investor community is a reflection of who we are, and we’re proud to be partnering with such a dynamic and values-aligned range of funds, family offices and angels to close out this £1.5m round.”
Craig added: “As a Margarita lover and consumer of ready-to-drink cocktails, I was excited to discover a challenger brand truly redefining the space. The Pimentae founders have focused solely on perfecting Tequila cocktails, resulting in a standout range that, in our view, surpasses any other brand on the market. This was backed up by a focus group during our due diligence.
“Pimentae is about building a brand people want to belong to. Wynter and Alice have created something exceptional – not only through the quality of their cocktails, but also through the lifestyle and community they are cultivating around the brand. Their vision goes beyond beverage innovation; it’s about experience, aesthetics and culture.”
According to the UK VC & Female Founders report from the British Business Bank, for every £1 of venture capital (VC) investment in the UK, all-female founder teams get less than 1p. Meanwhile, all-male founder teams get 89p, and mixed-gender teams get 10p.
While investment in female-led businesses is increasing, progress is still slow. As such, it is said that these figures highlight the importance of backing female-led businesses like Pimentae.
With £2.5m (US$3.41m) raised to date, the business is now focused on unlocking further grocery listings, entering travel retail, and expanding across the EU in 2025.
Pimentae products are currently stocked in Waitrose, John Lewis, Ocado, British Airways and The Co-op, as well as numerous hospitality venues.
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