El Jimador New Mix RTDs land in US
Brown-Forman is bringing Mexico’s most popular ready-to-drink (RTD) cocktail range, El Jimador New Mix, to the US.
El Jimador New Mix launched in 1997 and is the best-selling RTD brand in Mexico. The brand is now bringing two flavours, Paloma and Cantarito, to the US.
New Mix is crafted and canned at Casa Herradura in Jalisco, Mexico. The range combines El Jimador Blanco Tequila and fruit liqueurs.
The Paloma features a blend of tart grapefruit and Tequila, enhanced by a subtle sweetness from grapefruit liqueur and concentrate.
Meanwhile, the Cantarito mixes Tequila with citrus liqueur and grapefruit concentrate, resulting in a fizzy, zesty cocktail.
Mary Beth O’Mara, US and Canada brand director of Brown-Forman’s RTD portfolio, said: “New Mix is more than just a cocktail; it’s an invitation to celebrate connection, flavour, and Mexican pride. As Mexico’s most beloved RTD, we’re thrilled to import this authentic experience with US fans looking for a real taste of Mexico in every can.”
Offered at 5% ABV in 355ml cans, both flavours are available in packs of four with a suggested retail price of US$10.99.
New Mix will initially launch in nine states: California, Texas, Ohio, Illinois, Nevada, Arizona, New York (the Metro area), New Jersey, and Colorado.
In 2024, El Jimador ranked as the 10th best-selling Tequila brand globally. Previously a Mexico exclusive, New Mix secured the fifth position among the RTD Brand Champions.
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