Proximo Spirits has targeted the lower-ABV trend with a line of tequila-based premix cocktails under the Jose Cuervo mark.
The Jose Cuervo Cocktails extension consists of four SKUs – Classic Margarita, Paloma, Pink Lemonade and Strawberry Margarita – all of which carry a 5.9% ABV. The range is available from this week in the off-premise “nationwide” in the US, including through 7-Eleven, Kroger, Total Wine and Walmart.
The sparkling RTDs are on sale in an eight-can variety pack with an SRP of US$18.99, single-flavour four-packs (for $9.99) and individual cans ($2.99).
“People are reaching for RTDs now more than ever, so with the new lower-ABV Cuervo Canned Cocktails, we’ve reimagined those same beloved flavours that are already part of our DNA, in a convenient, on-the-go format that makes it easy to sip your favourite cocktails all season long,” said Proximo’s CMO, Lander Otegui.
Jose Cuervo’s line-up already includes ready-to-serve cocktails such as the Authentic Classic Margarita and Strawberry Lime Margarita, which have an ABV of 9.95%.
Earlier this year, Proximo Spirits signed a marketing deal with NASCAR in the US for Cuervo, which is owned by Proximo’s parent company, Becle.
