El Jimador creates canned Spritz line
Brown-Forman has launched a ready-to-drink (RTD) Spritz range under its El Jimador Tequila brand in the US.
The canned El Jimador Tequila Spritz line uses the brand’s 100% agave Blanco offering as its base.
It comes in three 4.8% ABV flavours – mango, lime and orange – and is described as ‘light, bubbly and easy to drink’.
Brown-Forman said the ‘bar-quality’ range taps into the ‘growing demand for sessionable options’.
Mary Beth O’Mara, US and Canada brand director for Brown-Forman’s RTD portfolio, said the new line “delivers a light, Spritz drinking experience perfect for any summer activity, and every social gathering”.
She added: “As the latest addition to our growing portfolio in this incredibly fast-growing category, this bar-quality cocktail is the natural next step in our RTD journey.”
Available in the US from July, the range comes in four packs of 355ml cans with a retail price of US$10.99.
The launch follows Brown-Forman’s nationwide rollout of its El Jimador-based New Mix RTDs in the US last November.
The Stateside launch helped to boost sales of the New Mix brand by 33% in Brown-Forman’s financial results for the year ending 30 April 2026.
The company’s RTD portfolio was up by 7% as a whole over the period. In contrast, El Jimador Tequila was down by 2%.
Brown-Forman also brought two El Jimador sparkling Margarita RTDs to the UK this year.
The UK is a major market for the brand. El Jimador Blanco was recently named the number one Tequila in Great Britain by value across total trade.
Related news
Tequila hampers Brown-Forman in challenging 2025
Brown-Forman spurns Sazerac's $15bn takeover bid
Back on the market: could Brown-Forman still find its perfect match?
