NEW MIX hits shelves in the U.S. this December

LOUISVILLE, Ky., Dec. 1 /PRNewswire/ -- el Jimador Tequila is breaking new ground in the U.S. spirits industry by offering the first authentic tequila cocktail in a can. Beginning in December with California then rolling out to the remainder of the U.S. by late spring, the number one selling ready-to-drink tequila cocktail in Mexico*, el Jimador "NEW MIX," will be available where spirits are sold in a single serving or four-pack of cans.

"el Jimador NEW MIX was introduced in 1997 and quickly became the top selling RTD in Mexico," said John Hayes, managing director for Casa Herradura, the maker of el Jimador NEW MIX. "Because of the popularity of NEW MIX in Mexico and the increasing call for tequila in the U.S., it was an easy decision to bring NEW MIX to the U.S."

Made with el Jimador Tequila, NEW MIX will be available in three refreshing cocktails: the Paloma, the most popular tequila cocktail in Mexico, the Margarita, the #1 requested cocktail in the U.S., and the Spicy Mango Margarita, which blends a nice mix of sweet heat. Each cocktail comes in a 12-ounce can at 5% ABV, similar to most beers.

"NEW MIX delivers a premium alternative to beer in a true spirit-based, readymade cocktail that consumers have been looking for," said Carrie Kleban, global marketing director for Casa Herradura. "NEW MIX makes it easy to enjoy the perfect pour of your favorite tequila cocktail at barbeques, tailgating, or sitting by the pool."

With the U.S. launch, NEW MIX will receive a new look and an advertising campaign to introduce the brand.

"NEW MIX in the U.S. will feature a slightly different can design than in Mexico, plus will receive an energetic advertising campaign that builds on the black and white iconography success of the el Jimador Tequila campaign," she said. "The U.S. cans position the el Jimador brand name more prominently to reinforce the tequila in the cocktail as well as the 21+ responsibility message."

With more people entertaining at home, NEW MIX offers a refreshing alternative to the norm and is a perfect addition to your cooler. For more information about el Jimador NEW MIX, please visit www.eljimador.com.

Photo of el Jimador New Mix Margarita: http://dctmweb2.b-f.com/bar/drl/objectId/0901516c80e407dd

Photo of el Jimador New Mix Paloma: http://dctmweb2.b-f.com/bar/drl/objectId/0901516c80e407e0

Photo of el Jimador New Mix Spicy Mango Margarita: http://dctmweb2.b-f.com/bar/drl/objectId/0901516c80e407db

About el Jimador Tequila

From Casa Herradura, established 1870, el Jimador is a premium, authentic 100% agave tequila that captures the spirit of real tequila. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. Since its introduction in 1994, el Jimador has become #1 selling tequila in Mexico*. To learn more about el Jimador, visit www.eljimador.com.

About Brown-Forman

Brown-Forman Corporation is a diversified producer and marketer of fine quality beverage alcohol brands, including Jack Daniel's, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Korbel California Champagnes, Fetzer and Bonterra wines.

Please enjoy Mexico's #1 selling tequila in moderation.**

Alc.5% by Vol. (10 proof) el Jimador Tequila imported by Brown-Forman, Louisville, KY ©2009

**Nielson/ISCAM FM09

*Source: IWSR Mexico Report. June 2009 - RTD data. Volume in 000 9L cases

SOURCE Brown-Forman Corporation

Back to top

RELATED LINKS
http://www.eljimador.com