El Jimador
El Jimador is a Jalisco, Mexico-based premium tequila brand owned by Brown-Forman, producing four expressions (Silver, Reposado, Añejo, Cristalino) from 100% Blue Weber agave and distributed globally via Brown-Forman's wholesale network to mass-market consumers.
- Company typePrivate
- Founded1994
- HeadquartersJalisco, Mexico
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What El Jimador does
El Jimador is a premium tequila brand produced in Jalisco, Mexico, at Casa Herradura — a distillery acquired by Brown-Forman Corporation in 2011 — using 100% Blue Weber agave and a six-step traditional production process: planting, harvesting with a coa, piña extraction, open-air fermentation with natural yeasts, double distillation, and aging in American white oak barrels. The brand sells four expressions at 40% ABV: an unaged Silver, a two-month-oak Reposado, a twelve-month-oak Añejo, and a Cristalino (aged and charcoal-filtered for clarity). It also extends into a 5.9% ABV premium flavored malt beverage line. El Jimador is owned and distributed globally by Brown-Forman (NYSE: BF.B), leveraging the parent's Louisville, KY-based importer/distributor infrastructure for US retail and for international expansion into the UK (where the brand claims the #1 share position in the tequila category) and selected European markets rolling out from spring 2026. The brand serves a broad consumer market ('tequila for everyone') emphasizing accessibility and approachability versus ultra-premium exclusivity, supported by a 29+ recipe cocktail library, owned social channels (Facebook, Instagram, Pinterest), an email newsletter, and a creator/social media agency partnership with TSA in the UK. Revenue is generated through wholesale and retail sale of branded spirits, with no direct-to-consumer e-commerce disclosed in the input; specific pricing tiers are not publicly disclosed but positioning is premium-yet-accessible.
El Jimador firmographics
Firmographics- Name
- El Jimador
- Legal name
- el Jimador (brand owned by Brown-Forman)
- Website
- https://eljimador.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Short description
- El Jimador is a Jalisco, Mexico-based premium tequila brand owned by Brown-Forman, producing four expressions (Silver, Reposado, Añejo, Cristalino) from 100% Blue Weber agave and distributed globally via Brown-Forman's wholesale network to mass-market consumers.
- Ownership category
- akta.pro rank
Where El Jimador is headquartered
LocationHeadquarters
- HQ city
- Jalisco
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
El Jimador business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Premium Tequila Sales: El Jimador generates revenue through the sale of premium tequila products across multiple expressions (Silver, Reposado, Añejo, Cristalino) at 40% Alc. by Vol. Revenue is realized through wholesale distribution to retailers and through parent company Brown-Forman's distribution network.
- Premium Flavored Malt Beverages: The brand also produces el Jimador Premium Flavored Malt Beverage at 5.9% Alc. by Vol., representing an additional product line under the brand umbrella.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
El Jimador product offering
Product offeringCore offering
El Jimador is a premium tequila brand producing 100% Blue Weber Agave tequila in Jalisco, Mexico. The portfolio consists of four core expressions: Silver (unaged), Reposado (aged 2 months), Añejo (aged 12 months), and Cristalino (charcoal-filtered aged tequila). The brand is distributed globally through its parent company Brown-Forman's international distribution network, reaching consumers in the U.S., UK, and other international markets.
Product overview
El Jimador is a premium tequila brand offering four core expressions: Silver (unaged), Reposado (2-month oak aging), Añejo (12-month oak aging), and Cristalino (filtered aged tequila). All products are crafted with 100% Blue Weber Agave from Jalisco, México, and are double-distilled. The brand positions itself as approachable and genuine tequila for everyone, emphasizing quality and authentic character. El Jimador claims the #1 position in Great Britain and is owned by Brown-Forman.
Differentiator
Problem solved
Functional benefit
Products and services
- El Jimador Silver (Blanco) Unaged 100% Blue Weber Agave tequila; clear and crisp, designed for cocktails and casual consumption by adult tequila drinkers.
- El Jimador Reposado 100% Blue Weber Agave tequila rested for 2 months in American white oak barrels; smooth with notes of cooked agave and light oak, targeted at consumers seeking an approachable premium aged tequila.
- El Jimador Añejo 100% Blue Weber Agave tequila aged 12 months in American white oak barrels; rich amber color with deeper oak and vanilla notes, intended for consumers preferring more mature tequila expressions for sipping.
- El Jimador Cristalino Charcoal-filtered 100% Blue Weber Agave tequila that combines the smoothness of an aged tequila with the clarity of a silver, produced via filtration of an aged tequila base; targeted at consumers seeking a premium, smooth, and clear tequila.
Quantifiable outcome
- Claimed #1 position in Great Britain for the tequila category
Companies that use El Jimador
Customer profileSegments2 records
Ideal customer profiles1 record
El Jimador technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
El Jimador partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TSA (The Social Agency)coreTSA has been appointed as El Jimador's UK creator and social media agency. The agency will develop creator strategy and manage social accounts. This appointment builds on an existing relationship between TSA and Brown-Forman, under which the agency has handled Jack Daniel's social media since 2024. The goal is to grow awareness, engagement, and establish El Jimador as a market leader in the UK.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
El Jimador competitors and assessment
Company assessmentDirect peers
- Patrón Tequila: Premium 100% agave tequila portfolio (Silver, Reposado, Añejo, Extra Añejo) targeted at cocktail and sipping occasions in the same on- and off-premise channels El Jimador serves. Direct competitor on price ladder, channel placement, and consumer positioning.
- 1800 Tequila: Mass-premium 100% agave tequila owned by Becle with Silver, Reposado, Añejo, and Cristalino expressions. Closest direct competitor to El Jimador by format, price tier, and expression mix including a competing Cristalino SKU.
- Sauza Tequila: Long-established Mexican tequila producer with mass-market and 100% agave offerings. Competes directly with El Jimador on the value/approachable side of the same off-premise shelves.
- Casamigos: Premium celebrity-endorsed 100% agave tequila portfolio (Blanco, Reposado, Añejo) now owned by Diageo. Competes with El Jimador for at-home and gifting occasions and is increasingly poured head-to-head in on-premise accounts.
- Tequila Herradura: Sister-brand produced at the same Casa Herradura distillery and owned by Brown-Forman. Competes with El Jimador in overlapping Silver/Reposado/Añejo tiers inside the same parent's portfolio, with a more traditional artisan framing.
- Jose Cuervo: World's largest tequila producer with a similarly mass-premium positioning across Silver, Reposado, and Añejo expressions at comparable price points. Competes head-to-head with El Jimador on US and UK shelves and is the dominant referent brand for accessible 100% agave tequila.
- Don Julio: Premium-to-ultra-premium 100% agave tequila (Blanco, Reposado, Añejo, 1942) owned by Diageo. Competes with El Jimador Añejo and beyond on trade-up occasions and on-trade listings, pulling consumers up the price ladder.
- Espolòn Tequila: 100% agave tequila produced by Campari Group at accessible premium price points (Blanco, Reposado, Añejo). Increasingly competitive on bar and back-bar menus in the same on-premise channels El Jimador pursues.
Emerging players
- Teremana Tequila: Celebrity-launched 100% agave tequila portfolio (Blanco, Reposado, Añejo) with heavy direct-to-consumer and influencer-led marketing. Competes with El Jimador for at-home cocktail occasion share among younger legal-drinking-age consumers.
- Código 1530: Premium 100% agave tequila (Blanco, Reposado, Añejo, Extra Añejo) with a strong on-trade and limited-edition strategy. Competes with El Jimador Añejo for sipping and gifting occasions and on-trade menu placement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
El Jimador social profiles
Digital presenceEl Jimador financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Jimador leadership team
Management profileNumber of profiles
El Jimador funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Jimador 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 El Jimador
What does El Jimador do?
El Jimador is a premium tequila brand producing 100% Blue Weber Agave tequila in Jalisco, Mexico. The portfolio consists of four core expressions: Silver (unaged), Reposado (aged 2 months), Añejo (aged 12 months), and Cristalino (charcoal-filtered aged tequila). The brand is distributed globally through its parent company Brown-Forman's international distribution network, reaching consumers in the U.S., UK, and other international markets.
Is El Jimador a public or private company?
El Jimador is a private company. It is classified as corporate owned and is currently operating.
When was El Jimador founded?
El Jimador was founded in 1994.
Where is El Jimador based?
El Jimador is headquartered in Jalisco, Mexico, in the Latin America region.
How does El Jimador make money?
Two revenue lines are on record. Premium Tequila Sales are the primary driver. The others are premium Flavored Malt Beverages.
Who are El Jimador's main competitors?
Direct peers on record are Patrón Tequila, 1800 Tequila, Sauza Tequila, Casamigos, Tequila Herradura, Jose Cuervo, Don Julio and Espolòn Tequila. Emerging players are Teremana Tequila and Código 1530.
Does El Jimador have an API?
No public API is recorded for El Jimador.