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Pimentae, a female-founded tequila cocktail brand, has launched its latest offering, the Grapefruit Margarita, as consumer interest in tequila and paloma cocktails continues to grow.

This new product, which combines zesty pink grapefruit, premium tequila and agave sweetness, aims to cater to the evolving preferences of cocktail enthusiasts.

With an ABV of 14.5%, Grapefruit Margarita is designed for versatility, suitable for both casual sipping and more refined occasions. It can be served over ice, garnished with grapefruit and rosemary or transformed into a paloma by adding soda water. This flexibility aligns with current trends favouring lighter, refreshing cocktails.

The Grapefruit Margarita is available in various formats, including 125ml cans with additional options such as bottles, 5-litre bag-in-box and 20-litre kegs available from this month. Distribution will include Pimentae’s website and select retailers like Waitrose and Ocado, reflecting the brand’s rapid expansion in the competitive drinks market.

Founded in 2021 by Alice Parmiter and Wynter Karo, Pimentae is part of a small percentage of British businesses led by women and seeks to change the perception of tequila from a shot drink to a sophisticated spirit meant to be savoured.

The brand's founders draw inspiration from their travels in Mexico, aiming to elevate the agave category through high-quality, ready-to-drink cocktails.

Pimentae’s portfolio already includes popular offerings such as the Spicy Margarita and Tommy’s Margarita. The new Grapefruit Margarita is positioned to capitalise on the growing trend of agave spirits, with recent reports indicating a projected 88% increase in tequila sales in the UK from 2021-2026.

The paloma cocktail, once overshadowed by the margarita, is experiencing a resurgence in popularity, aligning with consumer demand for refreshing beverages. This shift presents an opportunity for brands like Pimentae to introduce products that resonate with current drinking trends.