Brown-Forman has taken the El Jimador tequila-based New Mix RTD outside of its Mexican heartland, with the brand launching in the US this week.
Debuting with two variants, the US release comes 18 years after New Mix first appeared in its home market. The Cantarito and Paloma SKUs both feature El Jimador blanco as their base spirit and carry an ABV of 5% each.
Kicking off in Arizona, California, Colorado, Illinois, Nevada, New Jersey, metro New York, Ohio and Texas, the pair are available from this week in 35.5cl cans for US$10.99 per four-pack.
“As the brand continues to grow, New Mix is exploring opportunities to bring its vibrant selection to new markets in 2026,” the brand owner said.
Brown-Forman’s RTD operations have performed well in recent years, thanks in part to the release in late 2022 of the co-branded Jack Daniel’s and Coca-Cola variant. In results from the three months to the end of July, the RTD business posted a sales lift of 9%.
The group will announce its fiscal Q2 figures – to the end of October – on 4 December.
