el jimador

What el jimador does

el Jimador is a tequila brand wholly owned by Brown-Forman Corporation (NYSE: BF.B), producing premium 100% Blue Weber Agave tequila from Casa Herradura in Jalisco, México. The brand's product portfolio spans four expressions: Silver (unaged, double-distilled), Reposado (aged two months in American white oak), Añejo (aged 12 months in deeply-charred American oak barrels), and Cristalino (aged then filtered for clarity, currently Mexico-exclusive). Production relies on traditional methods including hand harvesting of agave with a coa tool, open-air fermentation using natural yeasts, and double distillation, with the brand emphasizing accessibility and approachable premium positioning via its 'Sip For Yourself' messaging and '100% Blue Weber Agave, 0% pretentiousness' tagline.

The brand operates as a consumer packaged goods label rather than an independent operating company, with a 1-10 employee brand-management entity supported by Brown-Forman's global distribution infrastructure. Products reach consumers through retail, e-commerce, and on-premise hospitality channels across multiple geographies, with marketing centered on owned digital properties (eljimador.com, Facebook, Instagram, Pinterest, email newsletter) and a 30+ recipe cocktail content library. End customers are mass-market accessible-premium tequila consumers and hospitality venues; there is no enterprise customer concentration or recurring subscription revenue model. Pricing is set by individual retailers and markets and is not publicly disclosed by the brand.

Strategically, el Jimador sits within Brown-Forman's diversified tequila portfolio alongside sister brand Casa Herradura, leveraging the parent's international distribution scale, procurement leverage, and operational infrastructure. The brand pursues a horizontal segmentation approach across consumer and hospitality segments, with no signs of AI/ML capability investment, no external funding activity (it is not an independent investable entity), and no recent M&A or restructuring activity. Growth is supported by category tailwinds: the global tequila market is projected to grow from $26.4B in 2025 to $43.79B by 2035, driven by premiumization and expanding international demand.

Name

el jimador

Legal name

Brown-Forman Corporation

Website

https://eljimador.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

el Jimador is a Brown-Forman-owned tequila brand producing 100% Blue Weber Agave spirits (Silver, Reposado, Añejo, Cristalino) at Casa Herradura in Jalisco, México, distributed globally via Brown-Forman's retail, e-commerce, and hospitality channels to mass-market and accessible-premium consumers.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Tequila Product Sales: el Jimador generates revenue through the sale of premium tequila products across four expressions: Silver, Reposado, Añejo, and Cristalino. Products are sold through retail distribution, e-commerce, and hospitality channels globally.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

el Jimador produces and sells premium 100% Blue Weber Agave tequila in four expressions: Silver (unaged), Reposado (aged 2 months in American oak), Añejo (aged 12 months in deeply-charred American oak), and Cristalino (aged 2 months then filtered). The brand is produced at Casa Herradura in Jalisco, México, and distributed globally through Brown-Forman's network across retail, e-commerce, and hospitality channels.

Product overview

el Jimador is a premium tequila brand producing four distinct expressions made from 100% Blue Weber Agave. The product portfolio includes Silver (unaged, crisp and herbal), Reposado (aged 2 months in American oak, balanced with vanilla and caramel notes), Añejo (aged 12 months for full-bodied complexity), and Cristalino (aged 2 months then filtered for ultra-smooth clarity). All products are double-distilled and crafted at Casa Herradura in Jalisco, México. The brand positions itself as approachable and genuine premium tequila for everyone.

Differentiator

Problem solved

Functional benefit

Brands

• Silver: Premium silver tequila with zero barrel-aging, double-distilled for crystal-like clarity and crisp taste.
• Reposado
• Añejo
• Cristalino

Products and services

• el Jimador Silver Unaged silver tequila, double-distilled for fuller freshness with crisp citrus, herbal undertones, and a hint of spice. Zero barrel-aging before bottling. Targeted at consumers seeking a versatile tequila for cocktails and shots.
• el Jimador Reposado Tequila double-distilled and aged for 2 months in American white oak barrels, featuring balanced flavors of vanilla, hints of caramel, and spices. Suited for sipping neat or premium cocktails.
• el Jimador Añejo Full-bodied tequila aged 12 months in deeply-charred American oak barrels, double-distilled with rich amber hues and notes of orange peel, oak, almond, and butterscotch. Designed as a sipper or premium mixer.
• el Jimador Cristalino Crystal clear, ultra-smooth tequila aged 2 months in deeply charred American oak barrels, then filtered to remove colors. Features notes of citrus, herbs, flowers, and vanilla with a super smooth finish. Currently only available in Mexico retail markets.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Casa HerraduracoreStrategic or Co-development Partnerel Jimador was born at Casa Herradura, one of Mexico's most historic tequila distilleries located in Jalisco. The brand leverages Casa Herradura's heritage and traditional production methods.

Scale indicators2 records

Recent moves2 records

Expansion highlights4 records

Broad incumbents

• Patrón Tequila: Ultra-premium 100% agave tequila acquired by Bacardi for $5.16B; sets the benchmark for premium tequila pricing and consumer perception above el Jimador's accessible premium tier.
• Don Julio: Premium tequila brand owned by Diageo with Blanco, Reposado, Añejo, and 1942 expressions; competes with el Jimador at the higher premium tier and has stronger on-premise recognition.
• Casamigos: Celebrity-founded premium tequila brand acquired by Diageo for ~$1B, operating in the ultra-premium segment above el Jimador and leveraging co-founder fame as a marketing moat.

Direct peers

• Jose Cuervo: World's largest tequila producer by volume; its Tradicional (100% agave) line competes directly with el Jimador in the accessible premium segment across Silver, Reposado, and Añejo expressions with similar mass-market premium positioning.
• Milagro Tequila: Accessible premium 100% agave tequila competing with el Jimador for value-conscious consumers seeking premium quality, with overlapping Silver, Reposado, and Añejo expressions.
• Sauza: Established Mexican tequila brand offering 100% agave expressions including Hornitos, competing with el Jimador for accessible premium consumers across global retail channels.
• Cazadores: Accessible premium 100% agave tequila owned by Beam Suntory, marketed with traditional craft positioning similar to el Jimador and competing directly in the same mass-market premium tier.
• 1800 Tequila: Premium 100% agave tequila owned by Becle (Jose Cuervo's parent), with Silver, Reposado, Añejo, and Cristalino expressions that closely mirror el Jimador's portfolio structure and accessible-premium positioning.

Emerging players

• Maestro Dobel: Mexican tequila brand that pioneered the Cristalino category, directly relevant to el Jimador's Cristalino expression and positioned at a premium craft tier above el Jimador.
• Casa Noble: Premium organic 100% agave tequila competing with el Jimador in the accessible premium segment, with certified organic and sustainability credentials as a differentiator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eljimador
• Instagraminstagram.com/eljimadortequila
• Pinterestpinterest.com/eljimadorteq
• LinkedInlinkedin.com/company/el-jimador-restaurants

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about el jimador