Brown-Forman's El Jimador
Brown-Forman's El Jimador

El Jimador Secures Top Spot as UK’s Leading 100% Agave Tequila

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In a remarkable achievement for Brown-Forman’s El Jimador, the UK’s leading 100% agave Tequila brand has soared to the number-one position in both volume and value, according to the latest data from IWSR Drinks Market Analysis in 2022. The brand’s exponential growth, with sales surging by nearly 75% in the UK last year, propelled it to become the third-largest Tequila brand in the country, trailing only behind Jose Cuervo and Sierra.


A Commitment to Quality

El Jimador’s success is driven by its commitment to crafting exceptional Tequilas using 100% Blue Weber agave, a key differentiator in the fiercely competitive market. Their range of Tequilas, including blanco, reposado, and añejo, are naturally fermented without the addition of yeasts, resulting in bright, citrusy, and herbaceous notes that have won the hearts of consumers and bartenders alike.


Pioneering the Tequila Renaissance

Daniele Umoette, the El Jimador brand ambassador, attributes the brand’s success to its pioneering spirit and unwavering dedication to quality. He notes that Tequila has experienced a renaissance in recent years, with a growing appreciation for top-notch offerings like El Jimador. The brand has become the biggest and fastest-growing value contributor to the Tequila category, and it aims to capitalize on the forecasted rapid growth of super-premium and high-value Tequilas in the market.


Global Recognition

The Tequila’s popularity is not limited to the UK alone; El Jimador ranks as the seventh-biggest-selling Tequila globally, with an impressive 1.7 million nine-liter cases sold last year, marking a remarkable 21.4% increase. Furthermore, the brand’s sales continued to rise by 18% in the first nine months of 2023, indicating sustained momentum.


Rooted in Tradition

El Jimador’s rise to prominence started at the Casa Herradura distillery in Amatitán, Jalisco, where production began in 1994. Brown-Forman, the parent company, also owns the Herradura Tequila brand, which enjoyed an 11% growth in fiscal 2023.


A Vision for the Future

The brand’s triumph highlights its dedication to innovation, distribution expansion, and strategic partnerships that have played a pivotal role in its extraordinary success. As the El Jimador team celebrates this milestone, they eagerly anticipate further growth in 2023, solidifying their position as a powerhouse in the Tequila market.


Shaping the Tequila Landscape

With a burgeoning interest in premium Tequilas and a continued commitment to crafting exceptional spirits, El Jimador’s journey has just begun. As they continue to captivate palates and shape the industry’s landscape, El Jimador’s influence is set to expand, reaffirming its position as the preferred choice for 100% agave Tequila enthusiasts in the UK and beyond.

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