Pimentae eyes GTR growth after major listings and Distill Ventures backing

By Kristiane Sherry |

Pimentae is looking to GTR after winning investment from Distill Ventures

Pimentae is looking to GTR after winning investment from Distill Ventures

Tequila-based ready-to-drink (RTD) brand Pimentae is readying to target the GTR market following listings with Selfridges and Fenwicks, and a £500 million investment from Diageo’s investment arm, Distill Ventures.

Pimentae was founded by London-based Alice Parmiter and Wynter Karo to offer bar-quality cocktails and highlight the heritage and complexity of Tequila. 

The canned and bottled cocktail brand is at the confluence of two major drinks trends. IWSR Drinks Market data forecasts a 12% market increase to 2027. In addition, the analyst is expecting agave spirits to become the most popular RTD base, especially among Gen Z consumers.

Pimentae is currently available in three flavour variations: Tommy’s Margarita, Spicy Margarita and Cucumber Margarita. Formats include 125ml canned formats, and 50cl bottles.

Pimentae is available in a number of flavour variations and formats

Pimentae is available in a number of flavour variations and formats

“We’re talking to some airport retail enterprises at the moment,” confirmed Katie Ward, Pimentae National Account Manager. Speaking to TRBusiness, she said that the brand was working on different formats for retail, lounges and inflight. 

Pimentae is challenging preconceptions that the cocktail is a seasonal drink. “I think people associate Margaritas with summer. We’re on a mission to have Margarita moments – there’s a Margarita for all of them. It’s such a versatile product.”

Ward added that the changing perceptions of RTDs also opened up their potential in travel retail – especially inflight and rail. “People are realising they’re really, really good.” She noted that the category ticks the wider consumer trends for convenience, too.

She explained that the UK – and by extension travel retail – is around two years behind the US in terms of drinks trends. Recent IWSR data shows that Tequila recently overtook American whiskey to become the second-largest spirit category in the market.

“The brand is really interesting [for GTR],” added Jessica McGratty-Singer, who is representing Pimentae in the channel. “Especially for inflight, business class, where it’s actually really difficult to make a cocktail. There’s a huge opportunity here for an [inflight] boutique, too.”

Earlier this year, Gebr. Heinemann Purchasing Director Ruediger Stelkens that the appetite for agave spirits, including Tequila, was increasing rapidly in travel retail.

“The share of Tequila sales with shelf prices of €50 and above increased from 17% (FY 2018) to 40% (FY 2022),” he said. “Particularly, the proportional change of €100 and above showed a remarkable success, reaching from 0.4% to 8.5%.”


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