El Jimador Tequila: A Brand Guide

El Jimador logo
  • Founded: 1994
  • Owner: Brown-Forman
  • Owner headquarters: Louisville, Kentucky, USA
  • Cases sold in 2022: 1.7 million
  • Bottles sold: 20 million
  • Value of retail sales 2022: US$420M
  • Norma Oficial Mexicana (NOM): NOM-1119
  • Distillery: Owned by Brown Forman Tequila Mexico, Amatitán, Jalisco
  • Region: Lowlands

El Jimador is the eighth highest selling tequila brand in the world.

El Jimador Sales Trends

El Jimador tequila sales have grown moderately over recent years but picked up in 2022 with 1.7 million cases sold. A case is made up of 12 bottles. This represents a growth rate of 21.4% over 2021. El Jimador has a tequila market share of about 3.6%.

Chart with sales volumes for El Jimador tequila
El Jimador tequila sales growth picked up in 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.

Brown-Forman has the fifth highest sales of tequila of any company worldwide.

El Jimador Tequila Blanco Bottles

El Jimador Tequila Product Range

El Jimador products include blanco, reposado, añejo and a cristalino available only in Mexico. All products are made from 100% agave.

El Jimador also makes premixed drinks including margarita, paloma, paloma mango spicy, vampiro and paloma light. These are currently available only in Canada and Mexico.

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