El Jimador is leading the growth of the tequila category, cementing itself as the number one 100% agave tequila brand in the UK according to latest industry data from IWSR Drinks Market Analysis.
The tequila market continues to expand globally, with most rapid growth forecasted on super-premium and higher value products such as 100% agave tequilas, like el Jimador. The tequila, which is crafted with determination and honour is made with no filler and has no added colours, just 100% Blue Weber agave tequila.
Now the third largest overall tequila trademark in the UK, Brown-Forman owned el Jimador has grown exponentially, achieving a sales increase of almost 75% in 2022. It has become the biggest and fastest growing value contributor to the category.
Daniele Umoette, Brand Ambassador at El Jimador, 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.
“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 was made to honour the proud Jimadores who harvest the agave plant, and strives to be approachable, because true Jimadores 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.
About el Jimador:
From Casa Herradura and introduced to the world nearly 30 years ago in 1994, the brand was born with the belief that great tequila doesn’t have to belong to a select few. El Jimador is a premium tequila made from 100% Blue Weber agave, with 0% pretence. To learn more about el Jimador, visit www.eljimador.com
In 1994, a first-of-its-kind tequila was born at the Casa Herradura Distillery in Amatitán, Jalisco, Mexico. This tequila needed to be top quality, because it was made to honour the proud Jimadores who harvest the agave plant. It also needed to be approachable, because true Jimadores believe good tequila should be available and accessible to all.
El Jimador recycles 100% of leftover agave pulp (called bagasse), using it as fuel for its biomass boiler or as compost in its agave fields. It has a treatment plant with the capacity to treat 100% of stillage derived from tequila production.
Casa Herradura built two specialised wastewater treatment plants that enable the distillery to meet water discharge quality standards required by the Mexican government. The industrial-treated wastewater is also reused on-site, reducing the distillery’s dependence on local water sources. Treatment of its process wastewater generates biogas which is used as boiler fuel to reduce the use of fossil fuels.
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