Premium tequila cocktail brand Pimentae has secured its biggest retail launch to date, with a nationwide listing in 152 Sainsbury’s stores as it marks five years in business.

The female-founded brand, launched by Alice Parmiter and Wynter Karo, will roll out in stores from 22 March with two of its ready-to-drink margarita cans: Spicy Margarita and Grapefruit Margarita, both sold in 125ml cans at 14.5 per cent ABV.

The move gives Pimentae a significantly larger foothold in grocery, adding to existing listings with Waitrose, the Co-op and Ocado, as the brand looks to widen access to its premium tequila-based cocktails.

Founded after Parmiter and Karo travelled through Mexico and developed an interest in tequila production and cocktail culture, Pimentae was created to reposition tequila in the UK market away from its association with shots and towards more premium, cocktail-led drinking occasions.

The business was initially self-funded by the founders, who built the brand through tastings, events and direct-to-consumer activity. In 2025, it secured £1.5m in investment to support further growth across retail and expand its range across cans, bottles and kegs.

Pimentae said its cocktails are made using tequila sourced from Casa Maestri, an independently owned distillery in Jalisco, Mexico, with a focus on premium ingredients and ready-to-drink convenience.

The Sainsbury’s listing comes at a key point for the business, which is looking to build on growing consumer demand for premium ready-to-drink serves and tequila-based cocktails in particular.

Commenting on the launch, the founders said: “Launching nationwide in Sainsbury’s as we celebrate five years of Pimentae feels incredibly special. What started as two best friends making Spicy Margaritas in their kitchens has grown into a brand we’re so proud of, and this listing means even more people will be able to discover great tequila cocktails.”

The brand said the listing would form part of a broader summer push, with further activity planned across festivals, tastings, pop-ups and experiential events.

Pimentae has positioned itself as a premium player in the ready-to-drink category, combining tequila-led serves with strong branding and a focus on bar-quality cocktails in accessible formats.

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