El Jimador is a tequila brand made at Casa Herradura in Amatitán, Jalisco. It is owned by Brown-Forman and targets a more affordable segment than Herradura.
- Founded: 1994
- Owner: Brown-Forman
- Owner headquarters: Louisville, Kentucky, USA
- Sales volume in 2022: 1.7 million nine-liter cases
- Equivalent 750 ml bottles in 2022: about 20.4 million
- 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 tequila table. It does not appear in the publisher’s 2025 top ten.
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El Jimador Sales Trends
El Jimador sold 1.7 million nine-liter cases in 2022, up 21.4% from 2021, according to The Spirits Business. A nine-liter 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.
El Jimador’s worldwide depletions totaled 1.3 million nine-liter cases in Brown-Forman’s fiscal year ended April 30, 2026, down 6%. Shipments also rounded to 1.3 million cases and fell 1%; net sales fell 2%. These fiscal-year figures cover a different period from the 2022 calendar-year figures. Source: Brown-Forman’s fiscal 2026 results, Schedule B.
El Jimador’s net sales fell 10% year on year in the quarter ended July 31, 2026, driven by lower net pricing in the US, according to Brown-Forman. The decline is in sales revenue; the chart 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. New Mix has also launched in the US, according to Brown-Forman’s September 2026 results. 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?
Our US menu sample puts a shot of El Jimador Silver (blanco) at around US$11 and El Jimador Añejo at around US$12. The few US menus we checked suggest around US$10 a shot for El Jimador Reposado.
Shot sizes vary by bar. A standard US shot is 1.5 ounces, though bars may pour more or less.
How Much is a Bottle of El Jimador Tequila?
The table below gives named US shop prices for 750 mL bottles of El Jimador Silver, Reposado and Añejo, checked on 2 October 2026.
| Tequila | Bottle size | Listed price | Seller and market |
|---|---|---|---|
| El Jimador Silver (blanco) | 750 ml | About US$18 at Hi-Proof; About US$22 at ABC Fine Wine & Spirits | Hi-Proof, California; ABC #134 – Loop, Kissimmee, Florida |
| El Jimador Reposado | 750 ml | About US$24 at Old Town Tequila; About US$18 at Hi-Proof | Hi-Proof, California; Old Town Tequila, California |
| El Jimador Añejo | 750 ml | About US$23 at Hi-Proof | Hi-Proof, US online listing |
US menus checked 1–8 October 2026. The bottle listings were in stock when checked; tax and delivery may be extra. Prices are subject to change.
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. The CRT’s October 1, 2026 list names Brown-Forman Tequila México at NOM 1119 and also lists Herradura under that number. Sources: CRT, October 1, 2026; Casa Herradura’s location. What a tequila NOM number tells you.
Which El Jimador tequila is 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. KA lists El Jimador Blanco, Reposado, Añejo and Cristalino as kosher, with the KA symbol required on the bottle.†
How much alcohol is in El Jimador tequila?
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.
Is El Jimador tequila organic?
Organic certification for El Jimador tequila is unconfirmed. Check the exact bottle for an organic claim and named certifier.
Organic sources checked October 14, 2026.
† KA’s certification finder lists those named tequila expressions for year-round use. Check the exact product and KA mark; ready-to-drink products have separate listings. Sources checked October 14, 2026. See Is tequila kosher? for bottle checks, agency differences and Passover requirements. ↩
US bottle-price sources
The listings below are for confirmed 750 mL bottles shown in stock when checked. Figures from three or more independent shops are medians; smaller samples show the named shop prices. Pickup locations and public sales are shown below. Online stock may not mean delivery is available to your address. Tax and delivery may be extra. Prices are subject to change.
- El Jimador Silver Tequila 750ml: Hi-Proof: about US$18; online listing; 2026-10-02; ABC Fine Wine & Spirits: about US$22; pickup at ABC #134 – Loop, Kissimmee FL; 2026-10-02.
- El Jimador Reposado 750 ML: Old Town Tequila: about US$24; online listing; 2026-10-02; Hi-Proof: about US$18; online listing; 2026-10-02.
- El Jimador Anejo Tequila 750ml: Hi-Proof: about US$23; online listing; 2026-10-02.