El Jimador becomes number one Tequila in GB
Brown-Forman-owned El Jimador has been named the number one Tequila in Great Britain by value across total trade.
El Jimador’s Blanco variation has risen through the ranks of the Tequila category since its entry to the market in 2007, and has been credited with driving the growth of premium 100% Blue agave Tequila within the market.
Now, it is said that the average El Jimador stockist sells 46 bottles of the Blanco expression annually, generating more than £6,200 (US$8,430) in retail sales.
Furthermore, in the London on-trade, El Jimador Blanco’s nine-litre volume change equates to 50% of all Tequila growth.
Over the last year, the expression has seen an increase of 32% in distribution growth and 10% in return on sales in the English capital.
The brand also saw the second-highest volume share gains of total spirits in London in the 12 weeks to 27 December 2025, according to data from CGA by NIQ.
Bethan Roberts, brand manager at El Jimador, said: “We’re proud to be named as the top GB Tequila, taking the top spot after years of hard work in the category. We are committed to our trade partners in delivering the best Tequila to their stores and venues, working with all of our partners to deliver quality serves.
“To create great Tequila consumer experiences we are entering Margarita Month in February, supporting with sampling to drive footfall. We’re also supplying POS [point of sale] suites with barware and toolkits to support venues further.
“We look forward to building on this success with significant growth in the next 12 months across the El Jimador portfolio – we’ll be sharing some exciting news featuring 100% Blue agave Tequila very soon.”
The news follows El Jimador’s recently launched redesign of its signature bottle, which features an update on the brand’s teal container – an upgrade that is said to have ‘proven popular’ with both on and off-trade partners.
El Jimador’s new look has been updated to reflect the premium nature of the brand, calling out the craft behind the Tequila with an agave pattern front and centre and embossment across the bottle itself.
The design is now updated on the brand’s Blanco and Reposado bottles.
The brand also offers an añejo expression.
In 2023, El Jimador was named as the biggest-selling 100% agave Tequila brand in the UK, according to data from IWSR.
The brand was also named the 10th biggest-selling Tequila of 2024 in The Brand Champions 2025 report.
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