Pimentae
Pimentae is a London-based, female-founded premium ready-to-drink tequila cocktail brand selling multi-flavor margaritas in cans, bottles, bag-in-box, and kegs via D2C e-commerce, 800+ UK stockists (including Sainsbury's, Waitrose, John Lewis, Ocado, and Selfridges), and wholesale food-service distribution across the UK.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pimentae does
Pimentae is a London-based, female-founded premium ready-to-drink (RTD) tequila cocktail brand launched in March 2021 by co-founders Wynter and Alice, who met at the University of Leeds in 2015 and were inspired by a 2018 trip to Mexico. The company produces four signature margarita variants — Spicy, Tommy's, Grapefruit, and Cucumber — at 14.5% ABV, made with premium tequila, natural ingredients, and agave, and certified vegan, gluten-free, dairy-free, and 100% plastic-free. Production is sourced from a family-run distillery in Jalisco, Mexico. The portfolio is offered in four formats (125ml cans in 8-packs, 50cl bottles, 5L bag-in-box, and 20L kegs) alongside gift hampers, bundles, branded merchandise, and Tajín seasoning, giving the brand depth across retail, on-trade, and gifting occasions.
The business operates a multi-channel go-to-market combining direct-to-consumer e-commerce (Shopify storefront with a 10% Subscribe & Save subscription model and same-day London delivery), UK retail distribution across premium and mainstream grocery (Selfridges, Waitrose, John Lewis, Ocado, and 152 Sainsbury's stores, totalling 800+ UK stockists), and food-service/on-trade wholesale through six named UK distributors (Venus Ltd, C&C Group, Inn Express, James Clay, Pigs Ears, Organic Wines) plus direct B2B sales for weddings, festivals, corporate events, and bars. Pricing is unit-based across formats, ranging from £3.00 add-ons to £160 per 5L bag-in-box. Marketing leans heavily on influencer and PR (Maya Jama, Michelle Keegan, Sarah Ashcroft; BBC, Harper's Bazaar, Business Insider, ITV), community content, and experiential events.
The company is private, headquartered in London, and scaled from 2 founders to a 7-person all-female team by 2024. It has raised a £1.5 million seed round in June 2025 led by FIGR Ventures (with Revenge Capital, Solo Investments Holdings, and Puneet and Poonam Gupta), following an earlier Distill Ventures investment in 2023, with proceeds funding European expansion into the Netherlands and Germany, UK retail growth, and travel retail entry. Recognition includes a 2022 Gold Medal at The Global Spirits Business RTD Masters, UK's Best Spicy Margarita (North Star/Circana, 2025), and Forbes 30 Under 30 for co-founder Wynter. Revenue is not publicly disclosed.
Pimentae firmographics
Firmographics- Name
- Pimentae
- Legal name
- Pimentae
- Website
- https://pimentaedrinks.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pimentae is a London-based, female-founded premium ready-to-drink tequila cocktail brand selling multi-flavor margaritas in cans, bottles, bag-in-box, and kegs via D2C e-commerce, 800+ UK stockists (including Sainsbury's, Waitrose, John Lewis, Ocado, and Selfridges), and wholesale food-service distribution across the UK.
- Ownership category
- akta.pro rank
Pimentae industry classification
Industry- Product category
- Premium Ready-to-Drink Tequila Cocktails
- NAICS
- Beer, Wine, and Liquor Retailers (44532)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)
- akta.pro secondary industries
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Alcohol Gift, Basket & Specialty Packaging Retail (CRANABAG)
Keywords
Where Pimentae is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pimentae business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Direct-to-Consumer E-commerce: Online sales through their Shopify storefront with subscription model offering 10% discount. Products include canned margaritas, bottled cocktails, gift hampers, bundles, and merchandise.
- Retail Distribution: Wholesale distribution to major UK retailers including Waitrose, John Lewis, Ocado, Sainsbury's (152+ locations), and Selfridges. Products sold through premium grocery and department store channels.
- Food Service & On-Trade: Bulk sales to bars, restaurants, festivals, and events through wholesalers including Venus Ltd, C&C Group, Inn Express, James Clay, Pigs Ears, and Organic Wines. Formats include 20L kegs, 5L bag-in-box, and individual servings.
- Events & Weddings: Specialized sales for weddings and events with custom hampers, on-trade keg service, and van bar rental (subject to availability). Orders include minimum quantities for bulk formats.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Spicy Margarita 50cl Bottle - 5 serves |
| Unit Pricing | Pay-as-you-go | Spicy Margarita Cans 125ml x8 |
| Unit Pricing | Pay-as-you-go | Spicy Margarita 5L Bag-In-Box - 50 serves |
| Unit Pricing | Pay-as-you-go | Cucumber Margarita 50cl Bottle |
| Unit Pricing | Pay-as-you-go | Margarita Gift Set - Starter Pack |
| Unit Pricing | Pay-as-you-go | Tajín Clásico Seasoning |
| Subscription | Monthly | Subscription - Subscribe & Save 10% |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Pimentae product offering
Product offeringCore offering
Pimentae produces and sells premium ready-to-drink tequila margarita cocktails in four signature flavours (Spicy, Tommy's, Grapefruit, Cucumber) made with premium tequila, lime, agave, and natural ingredients. Products are available in multiple formats — 50cl bottles, 125ml cans, 5L bag-in-box, and 20L kegs — and are distributed via the company's own e-commerce site, major UK retailers (Sainsbury's, Waitrose, John Lewis, Ocado, Selfridges), and on-trade wholesale channels. The company also offers gift hampers, gift sets, variety packs, branded merchandise, and Tajín seasoning.
Product overview
Pimentae is a London-based premium tequila cocktail brand offering a portfolio of four signature margarita flavors: Spicy Margarita (tequila, lime, chilli, agave), Tommy's Margarita (tequila, lime, agave), Grapefruit Margarita (tequila, grapefruit, agave), and Cucumber Margarita (tequila, cucumber, elderflower). The products are available in multiple formats including 50cl bottles (5 serves), 125ml cans in 8-packs, 5L bag-in-box (50 serves), and 20L kegs for on-trade. The company also offers bundled gift sets, hampers, and merchandise. All products are 14.5% ABV, vegan, gluten-free, made with natural ingredients, and feature 100% recyclable plastic-free packaging. The cocktails are produced at a family-run distillery in Jalisco, Mexico and distributed through UK retailers including Waitrose, John Lewis, Ocado, and Sainsbury's, as well as Selfridges and over 800 locations nationwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Spicy Margarita A fiery twist on the classic Margarita blending premium tequila, lime, chilli and agave for a balance of sweet and spicy. 14.5% ABV. Available in 50cl bottles (5 serves), 125ml cans (8-pack), and 5L bag-in-box (50 serves). Targeted at consumers seeking premium at-home cocktail experiences, gifting, on-trade venues, and event service.
- Tommy's Margarita The classic Margarita blending premium tequila, zesty lime and sweet agave for a crisp, classic serve. 14.5% ABV. Available in 50cl bottles (5 serves), 125ml cans (8-pack), and 5L bag-in-box (50 serves). Features bespoke artwork by artist Morgan Dagata on the bottle.
- Grapefruit Margarita A fresh, fragrant blend of pink grapefruit, premium tequila and subtle sweetness from agave. Can be served over ice or as a Paloma with soda. 14.5% ABV. Available in 50cl bottles (5 serves), 125ml cans (8-pack), and 5L bag-in-box (50 serves). Listed across 152 Sainsbury's locations.
- Cucumber Margarita A fresh, delicate spin on a Margarita balancing premium tequila, cucumber, elderflower and mint. 14.5% ABV, 115 kcal/100ml. Available in 50cl bottles (5 serves), 125ml cans (8-pack), and 5L bag-in-box (50 serves).
- Margarita Gift Hampers Hand-crafted gift hampers featuring Pimentae margarita cocktails with an immersive 360 drinking experience, available in Spicy, Tommy's, and Cucumber variants. Include garnish and glassware. Targeted at gifting occasions, weddings, and premium consumers.
- Margarita Gift Set The Margarita Gift Set includes 2 signature chilli glasses and a 125ml can of each flavour: Spicy, Classic (Tommy's), Cucumber, and Grapefruit. 14.5% ABV. Priced at £32.00. Targeted at gifting and product-trial customers.
- Margarita Can Variety Pack Variety pack featuring different 125ml margarita can flavours (Spicy, Tommy's, Grapefruit, Cucumber) for sampling and trial. Targeted at consumers new to the brand and party/event hosts.
- 20L Keg (On-Trade Format) 20L Key kegs for on-trade use that plug into most draught taps. Serves 200. Requires nitrogen gas (70/30 at 35 PSI) for smooth pour. Includes installation support and bespoke tap badges, and is supported by technical partner National Mobile Bar.
- 5L Bag-In-Box Compact 5L bag-in-box format (15cm x 25cm) serving 50 people, easily decanted into 50cl bottles for bar speed rails. Zero wastage, no equipment needed, and seamlessly connects to cider lines. 12-month shelf life. Available across flavours.
- Tajín Clásico Seasoning 100% authentic Mexican blend of chillies and lime for rimming margarita glasses. 142g bottle providing up to 142 servings. Priced at £3.00.
- Pimentae Bar Mats Branded Pimentae bar mats for professional on-trade or home bar use.
- Pimentae Cap Branded baseball cap featuring the Pimentae logo.
- Gift Card Digital gift cards available in denominations starting from £10, for giving the gift of premium margaritas.
Quantifiable outcome
- UK's Best Spicy Margarita - North Star powered by Circana / UK Supermarkets / Canned Margaritas / CWD UROS / latest 26 week data w/e 01/11/2025
- +2 more outcomes
Companies that use Pimentae
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Pimentae technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pimentae partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- National Mobile BarminorTrusted technical partner for keg setup and dispensing equipment. Assists with installation of Lindr machines and bar setup for events and venues.
- Venus LtdminorWholesale distributor for on-trade venues. Products available through Venus ordering platform for bars and restaurants.
- C&C GroupminorWholesale distributor partner for on-trade distribution to pubs, bars, and restaurants.
- Inn ExpressminorWholesale distributor for on-trade venues. Enables access to independent pubs and bars.
- James ClayminorWholesale distributor partner specializing in beverages for on-trade distribution.
- Pigs EarsminorWholesale beverage distributor for on-trade venues.
- Organic WinesminorWholesale distributor specializing in organic and premium beverages for on-trade.
- Morgan DagataminorArtist who creates bespoke photorealistic designs for Tommy's Margarita bottle packaging. Bermuda-based painter inspired by local flora and fauna.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Pimentae competitors and assessment
Company assessmentDirect peers
- White Claw Hard Seltzer: Market-leading canned RTD alcoholic beverage brand. Competes for the same shelf space, occasions, and consumer occasions in UK grocery and convenience channels.
- Cutwater Spirits: US-based RTD cocktail brand offering canned margaritas, gin & tonics, and other pre-mixed cocktails. Direct product overlap including tequila-based canned cocktails and broad retail distribution.
- Funkin Cocktails: UK-based RTD cocktail brand selling pre-mixed cocktails (margaritas, espresso martinis, porn star martinis) through grocery and on-trade channels. Direct overlap in product format, target consumers, and UK retail distribution strategy.
- Cocktail Porter: London-based premium RTD cocktail brand offering canned and bottled cocktails including margaritas. Comparable niche premium positioning, D2C-led model, and London-headquartered founder story.
- High Noon Spirits: US-based premium hard seltzer/RTD spirit brand sold in cans. Closest US analogue in format, premium positioning, and grocery distribution model, validating the canned premium cocktail category at scale.
- Truly Hard Seltzer: Boston Beer-owned canned RTD alcoholic beverage brand. Comparable can format, grocery distribution, and premium RTD positioning, with deeper marketing budget.
Broad incumbents
- Don Julio Tequila: Diageo-owned premium tequila brand. Comparable on premium tequila positioning and cocktail credibility, but operates in the spirits category with RTD extensions rather than as a dedicated RTD brand.
- Patrón Tequila: Global premium tequila brand owned by Bacardi. Relevant as the premium tequila source Pimentae competes against at the bar and on-trade level, with growing RTD/canned presence.
- Jose Cuervo: World's largest tequila producer with a heritage RTD margarita range. Direct competition in canned margarita format and a key potential competitor as it pushes into UK premium retail.
Emerging players
- Canned Wine Co. UK-based canned premium alcoholic beverage brand. Comparable DTC-first, design-led, premium canned format strategy targeting UK grocery and on-trade, with similar founder-driven brand positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pimentae social profiles
Digital presencePimentae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pimentae leadership team
Management profileNumber of profiles
Profiles2 records
Pimentae funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pimentae M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pimentae
What does Pimentae do?
Pimentae produces and sells premium ready-to-drink tequila margarita cocktails in four signature flavours (Spicy, Tommy's, Grapefruit, Cucumber) made with premium tequila, lime, agave, and natural ingredients. Products are available in multiple formats — 50cl bottles, 125ml cans, 5L bag-in-box, and 20L kegs — and are distributed via the company's own e-commerce site, major UK retailers (Sainsbury's, Waitrose, John Lewis, Ocado, Selfridges), and on-trade wholesale channels. The company also offers gift hampers, gift sets, variety packs, branded merchandise, and Tajín seasoning.
Is Pimentae a public or private company?
Pimentae is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pimentae founded?
Pimentae was founded in 2021. It employs 11 to 50 people.
Where is Pimentae based?
Pimentae is headquartered in London, United Kingdom, in the Europe region.
How does Pimentae make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution, food Service & On-Trade and events & Weddings.
Who are Pimentae's main competitors?
Direct peers on record are White Claw Hard Seltzer, Cutwater Spirits, Funkin Cocktails, Cocktail Porter, High Noon Spirits and Truly Hard Seltzer. Broad incumbents are Don Julio Tequila, Patrón Tequila and Jose Cuervo. Canned Wine Co. is listed as an emerging player.
Does Pimentae have an API?
No public API is recorded for Pimentae.
What industry is Pimentae in?
Pimentae's product category is Premium Ready-to-Drink Tequila Cocktails. Its primary akta.pro industry code is AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer), with a secondary code of CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic). Its NAICS code is 44532 and its SIC code is 2080.