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Pimentae has expanded beyond tequila for the first time with the launch of a new Spicy Mezcal Margarita, marking the premium ready-to-drink cocktail brand's entry into the fast-growing mezcal category.

Available in selected Waitrose and Co-op stores from 22 June, the new RTD has been developed in partnership with Mexican producer Ojo de Dios Mezcal and is designed to capitalise on growing consumer interest in premium agave spirits.

The launch represents a significant milestone for the female-founded business, which has built its reputation around tequila-based cocktails since its launch in 2021.

The new Spicy Mezcal Margarita blends smoky mezcal with fresh lime, agave and a subtle jalapeño heat, offering a more complex flavour profile than the brand's existing tequila range. Pimentae says the product is aimed at consumers seeking premium, bar-quality cocktails while introducing more drinkers to the distinctive character of mezcal.

Co-founder Alice Parmiter said: "Tapping into mezcal is a natural next step for us and opens the door to a slightly different consumer and occasion. Where tequila is often bright, crisp and citrus-led, mezcal has a deeper, smokier and more complex profile that tends to appeal to those who might gravitate towards whisky or darker spirits. As consumers become more educated and curious about agave, mezcal has become a real point of discovery."

Co-founder Wynter Karo added: "We never built Pimentae to simply repeat what already exists in the category. Mezcal gave us the opportunity to bring genuine newness into the RTD space."

The launch reflects wider growth in the premium agave spirits sector, with mezcal increasingly attracting consumers looking to explore more artisanal and craft-led spirits. By partnering with Ojo de Dios Mezcal, Pimentae aims to reinforce its focus on authenticity and traditional Mexican production methods.

Founded by friends Alice Parmiter and Wynter Karo, Pimentae has grown rapidly since launching four years ago and is now stocked in retailers including Waitrose, Ocado, Selfridges, John Lewis, Co-op and Sainsbury's. The brand has also expanded into the travel retail sector, with its cocktails available on tap and in takeaway formats at several UK airports.

Pimentae's existing range includes Spicy Margarita, Tommy's Margarita, Cucumber Margarita and Grapefruit Margarita across canned, bottled and keg formats.

The addition of the Spicy Mezcal Margarita broadens the company's portfolio beyond tequila for the first time and underlines its ambition to establish itself as a leading player in the premium agave-based RTD market.