el Jimador Returns to India With Two Tequila Variants as India’s Spirits Market Expands

el Jimador Tequila is returning to the Indian market with a refreshed identity, redesigned packaging and two expressions, Silver and Reposado. The brand, which ranks among the world’s top 10 tequila brands by volume, is positioning the portfolio around 100% Blue Weber Agave and Mexican production.

The tequila is produced at the 155+ years old Casa Herradura Distillery in Amatitán, Jalisco. The brand said its tequila is made using 100% Blue Weber Agave, natural fermentation and no added sugars or sweeteners.

el Jimador Silver is an unaged expression with sweet agave, citrus and herbal notes, while Reposado is aged for two months in charred American white oak barrels, developing cinnamon, vanilla, spice and caramel notes alongside the cooked agave character.

Gaurav Sabharwl, Managing Director, India and South Asia, Brown-Forman, said, “Tequila is currently the fastest-growing spirits category in India, with strong double-digit growth, and we see significant headroom for the category as consumers become more curious and discerning about what they drink. el Jimador is uniquely positioned to do this, bringing the credibility of 100% Blue Weber Agave and authentic Mexican craftsmanship together with an approachable proposition. With ‘Sip For Yourself’, we are encouraging consumers to discover the category through taste and make their own choices, while building a stronger and more accessible tequila culture in India,”

The two variants will initially be available in Maharashtra, Goa and Karnataka. Silver is priced at approximately Rs 4,200 in Mumbai, Rs 3,900 in Goa and Rs 3,900 in Karnataka. Reposado is priced at approximately Rs 4,600 in Mumbai, Rs 4,300 in Goa and Rs 4,200 in Karnataka, subject to applicable local taxes and pricing regulations.

The brand plans to expand into additional Indian markets over the coming months. For the on-trade segment, el Jimador is also targeting bartenders and beverage professionals with its 100% Blue Weber Agave proposition and production process.

The brand marked its return with launch events in Mumbai and Goa on September 8 and 10, respectively, bringing together 140 beverage industry professionals, including bartenders, bar owners and trade representatives.