- Founded: 1994
- Owner: Brown-Forman
- Owner headquarters: Louisville, Kentucky, USA
- Sales volume in 2022: 1.7 million nine-litre cases
- Equivalent 750 ml bottles in 2022: about 20.4 million
- Value of retail sales 2022: US$420M
- Norma Oficial Mexicana (NOM): NOM-1119
- Distillery: Casa Herradura, operated by Brown-Forman Tequila México, Amatitán, Jalisco
- Region: Lowlands
El Jimador ranked seventh by volume in The Spirits Business’s 2022 global table. It is absent from the publisher’s 2025 top ten, so the historical rank below should be read with its date. See the most popular tequila brands for the updated 2025 comparison.
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El Jimador Sales Trends
El Jimador sold 1.7 million nine-litre cases in 2022, up 21.4% from 2021, according to The Spirits Business. A nine-litre case is equivalent to twelve 750 ml bottles. That volume represented about 3.6% of the estimated 46.7-million-case global tequila market in 2022.
Brown-Forman’s full-year results reported 1.3 million nine-litre cases of El Jimador depletions worldwide for the year ended 30 April 2026, down 6%. Shipments also rounded to 1.3 million cases but fell 1%, while net sales fell 2%. These company fiscal-year measures differ from the older calendar-year brand table. Source: Brown-Forman’s fiscal 2026 results, Schedule B.
More recently, Brown-Forman reported that El Jimador’s net sales fell 10% year on year in the quarter ended 31 July 2026, driven by lower net pricing in the US. This measures sales revenue; the chart above shows case volumes through 2022.
El Jimador Tequila Brand History
El Jimador is named after the workers who harvest the agave plant, the jimadores. The brand was founded in 1994 by Grupo Industrial Herradura. The company also produces Herradura tequila. El Jimador targets a more affordable segment than Herradura. Grupo Industrial Herradura was bought by US company Brown-Forman in 2007 for US$776 million.
El Jimador is pronounced “el hee-ma-dor.”
Brown-Forman ranked sixth by global tequila volume share in the IWSR 2024 comparison, at 4.2%. Source: Becle’s March 2026 presentation.
El Jimador Tequila Product Range
El Jimador’s tequila range includes Silver (blanco), reposado, añejo and cristalino, all made from 100% blue Weber agave. Brown-Forman describes Silver as unaged, reposado as aged for two months, añejo for twelve months, and cristalino as aged for two months before charcoal filtration.
El Jimador Cristalino is available in Mexico and the US.
El Jimador also has several ready-to-drink ranges. New Mix includes tequila cocktails such as Paloma, Cantarito and Vampiro in Mexico. Brown-Forman’s September 2026 results also confirm New Mix’s US launch, while a spring 2026 Calgary Co-op tasting guide lists New Mix Paloma, Cantarito and Margarita in Canada. The separate US Spiked Bebidas range consists of flavored malt beverages, including Lime Margarita and Grapefruit Paloma. Flavors, ingredients and strengths vary by product and market.
How Much is El Jimador Tequila? Price Guide
How Much is a Shot of El Jimador Tequila at a Bar?
In my 2024 US menu survey, El Jimador Silver had a median shot price of US$8.38, with prices from US$5 to US$12. Reposado’s median was US$8.50, with a range of US$5.50 to US$13.
Añejo’s median was US$10.88 per shot, with a range of US$8 to US$15.
The survey included ten menu prices each for Silver and reposado, and eight for añejo, from bars and restaurants in different US states. These are historical examples from 2024; current prices and pour sizes vary.
A standard shot is 1.5 ounces, but bars can serve 1 to 2 ounce shots which can impact the price of shot of El Jimador tequila.
How Much is a Bottle of El Jimador Tequila?
The 2024 price guide put 750 ml bottles of blanco and reposado at about US$22, and añejo at about US$29. For newer examples, the following online listings were checked on 28 September 2026. Prices vary by store, and any tax or delivery charges should be checked separately.
| Tequila | Bottle size | Listed price | Seller and market |
|---|---|---|---|
| El Jimador Silver (blanco) | 750 ml | US$18.99 | Total Wine, Sacramento (Arden), California, US |
| El Jimador Reposado | 750 ml | US$18.99 | Total Wine, Sacramento (Arden), California, US |
| El Jimador Añejo | 750 ml | US$26.99 | Mission Liquor, US online listing |
Further Questions About El Jimador
Who owns El Jimador tequila?
El Jimador tequila is owned by Brown-Forman of Kentucky, USA. Brown-Forman acquired El Jimador in 2007.
Does El Jimador tequila have additives?
El Jimador tequila almost certainly has additives. Aged expressions are likely to have more additives than the blanco. Additives include caramel coloring, glycerine, sweetener and oak extract.
Where is El Jimador tequila made?
El Jimador tequila is made at Casa Herradura in Amatitán, Jalisco, Mexico. The CRT register, checked in September 2026, lists El Jimador under Brown-Forman Tequila México, NOM 1119.
What El Jimador tequila is the best?
El Jimador tequila is fairly low quality, designed for mixing or shots. The añejo tends to be the highest rated.
What type of tequila is El Jimador?
El Jimador tequila is made from 100% agave. The tequila is made using a modern industrial process including a diffuser and acid-thermal hydrolysis. This is efficient but removes much of the agave flavor. Additives are used to add flavor back. El Jimador makes blanco, reposado and añejo tequilas.
Does El Jimador tequila go off?
An unopened bottle of El Jimador tequila will never go off, provided it is stored away from direct sunlight and high temperatures. After opening, it is better to drink El Jimador within a couple of years, especially if the bottle is less than half full, leaving more air in contact with the tequila. With a tequila like El Jimador, though, there is not too much flavor to preserve.
Is El Jimador tequila gluten free?
Yes, El Jimador tequila is gluten free. Like all tequilas (including mixtos) El Jimador contains no gluten.
Is El Jimador real tequila?
Yes, El Jimador is real tequila made from 100% agave. However the use of modern methods including a diffusor mean that many would not call it a “true tequila”.
Is El Jimador tequila Kosher?
Yes, El Jimador is acceptable as kosher under STAR-K’s guidance.†
What is El Jimador tequila ABV?
El Jimador Silver, reposado and añejo are 40% ABV in the US (80 proof). In Mexico, Brown-Forman lists blanco and reposado at 35%, and añejo at 38%. Soriana lists the Mexican 700 ml cristalino at 35%. Brown-Forman’s UK listings put blanco, reposado and añejo at 38%. Ready-to-drink products have their own strengths: for example, US New Mix Paloma is 5% and Spiked Bebidas Grapefruit Paloma is 5.9%. See the tequila ABV guide for more on alcohol strength.
† STAR-K’s guidance accepts CRT-approved, 100% agave tequila without certification and prefers reliable certification for reposado, añejo and cristalino. It excludes flavored tequila, mixtos and bottles bearing certain wine or cask terms, including Burdeos, Sherry, Port, Cognac, Dual Cask Finish or Double-Matured; check the full list against your bottle. Guidance checked 4 October 2026. ↩