Brown-Forman Launches el Jimador New Mix in the U.S.

Brown-Forman proudly announced today the U.S. launch of New Mix, a Mexican-based ready-to-drink (RTD) cocktail.

Crafted and canned at Casa Herradura in Jalisco, Mexico, New Mix is made with El Jimador Blanco Tequila and offers Mexican style flavors, according to the company.

“New Mix is more than just a cocktail; it’s an invitation to celebrate connection, flavor, and Mexican pride,” said Mary Beth O’Mara, USA&C brand director, RTD Portfolio, in a news release. “As Mexico’s most beloved RTD, we’re thrilled to import this authentic experience with U.S. fans looking for a real taste of Mexico in every can.”

New Mix’s U.S. launch introduces two classic flavors: Paloma and Cantarito, each crafted with El Jimador Blanco Tequila and combined with fruit liqueurs, according to the company.

The Paloma offers a mix of grapefruit and tequila with a subtle sweetness from grapefruit liqueur and grapefruit concentrate, according to the company. The Cantarito fuses tequila and citrus liqueur with grapefruit concentrate.

Each 355mL (12oz) can contains 5% ABV and is available in 4-packs, according to the company, with an SRP of $10.99. The U.S. launch begins this fall in California, Texas, Ohio, Illinois, Nevada, Arizona, the Metro New York area, New Jersey and Colorado.

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