This summer, el Jimador, the number one 100% agave tequila in the UK on-trade*, is bringing a bold splash of Mexican sunshine to the UK with the launch of limited-edition lifesize cocktail umbrellas appearing across the country, created in collaboration with celebrated Mexican textile artist Victoria Villasana (above).
Designed to brighten up any forecast, these vibrant umbrellas will be popping up across major cities, inviting consumers to rediscover tequila and try new cocktails – whatever the weather.
Far more than a visual spectacle, the eye-catching creations are a vibrant celebration of Mexican culture, with each umbrella serving as a colourful beacon, popping up at select venues across the UK to signal where consumers can discover the authentic, versatile taste of modern tequila cocktails and experience a true taste of Mexico.
Victoria Villasana, a Mexican textile artist who has previously partnered with Netflix and Nike, is renowned for her vibrant and evocative work that seamlessly blends traditional techniques with contemporary themes.
“I was inspired by the different textile traditions from Mexico blended with el Jimador’s traditional colours, it was easy to blend their style to embrace Mexican culture and to share a summery and bright design for the cocktail umbrellas,” Victoria commented. “I’m so excited to see the designs come to life and provide cover and an injection of colour this summer!”
Kicking off the celebration, el Jimador’s lifesize cocktail umbrellas will be exhibited at Boundary Rooftop in Shoreditch before making their way across the UK throughout August.
“We are incredibly excited to introduce these colourful, lifesize cocktail umbrellas to the UK,” says Sinead Coulson, UK Brand Manager. “Our aim is to encourage a fresh perspective on tequila, moving beyond its traditional night out association to highlight its potential for bright, refreshing serves that can be enjoyed any time of the day. The umbrellas, designed by the talented Victoria, embody the vibrant, celebratory spirit of Mexico and el Jimador and we can’t wait to bring a taste of that to the UK.”
Brits looking to enjoy a tequila cocktail will be able to follow the umbrellas via DUSK, the go-to app for curated nightlife experiences. DUSK has launched an in-app map of participating venues across the UK, each represented by an el Jimador umbrella, making it easy to find bars serving el Jimador’s refreshing summer serves – complete with exclusive discounts.
Users will be able to check the weather in their live locations and find the most weather appropriate bars serving el Jimador throughout August from 3 August on the app. DUSK has everyone covered with sunny terrace or wet-weather proof pubs, come rain or shine.
This widespread availability is a testament to their strong presence, with el Jimador accounting for one in six tequila serves in the UK on-trade.*
Whether you’re basking in the sun or dodging the drizzle, el Jimador invites everyone to embrace the flavour of Mexico and rediscover tequila as your go-to summer drink. With exciting experiences all season long, this is one summer forecast you don’t want to miss.
*Source: CGA, Value, Volume, Value ROS, 12 weeks to 22 March 2025
