El Jimador spearheads 100% agave tequila growth in the UK

Brown-Forman’s El Jimador is now the number one 100% agave tequila brand in the UK, according to latest industry data from IWSR Drinks Market Analysis.

Crafted with ‘determination and honour’, El Jimador is, the firm has stressed, made with no filler and no added colours, just 100% Blue Weber agave tequila.

Now the third largest overall tequila trademark in the UK, the brand has enjoyed exponential growth, achieving a sales increase of almost 75%  in 2022, riding the global wave of tequila expansion driven by the ‘super-premium’ end of the market that demands 100% agave content.

Brand Ambassador Daniele Umoette said: “In recent years tequila has seen a renaissance and its popularity has skyrocketed, especially with venues and consumers’ appreciation of quality tequila.

“El Jimador was the first of its kind tequila. It is naturally fermented, without addition of yeasts, and offers bright, citrus, herbaceous notes which makes it perfect for cocktails like margaritas and palomas.

“This achievement to lead the charge is a team effort and is the result of distribution expansions, memorable activations and best in class brand partnerships,” said Daniele. “This is just the beginning, and we anticipate further growth in 2023.”

El Jimador was first produced in 1994 using 100% agave at Casa Herradura Distillery in Amatitán, Jalisco, Mexico, where it is still produced to this day. It is named in honour of the Jimadores who harvest agave plants, and strives to be an ‘approachable’ brand, because these grassroots workers believe good tequila should be available and accessible to all.

The distillery uses 100% blue Weber agave for its tequila range, Blanco, Reposado and Añejo, with all leftover agave pulp used as biomass fuel for the distillery boiler or compost for its agave fields.