El Jimador Tequila: A Brand Guide

By: Michael Prentice

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 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.

El Jimador is pronounced “el hee-ma-dor.”

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.

How Much is El Jimador Tequila? Price Guide

How Much is a Shot of El Jimador Tequila at a Bar?

A shot of El Jimador blanco or reposado costs about $7 at a bar or restaurant in the US in 2024. The price can range from $5 to $10.

A shot of El Jimador añejo costs around $10, with a range of around $8 to $12.

This is based on a review I made of tequila menus from 19 bars and restaurants in different states across the US.

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?

El Jimador tequila costs an average of $22 per bottle for the blanco and reposado in 2024 for a 750ml bottle. The añejo costs around $29.

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?

Yes El Jimador tequila 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 NOM-1119 at Brown Forman Tequila Mexico’s Distillery in the town of Amatitan, Jalisco, Mexico.

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. Once opened El Jimador should be drunk within a couple of years.

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 approved as Kosher.

What is El Jimador tequila ABV?

All El Jimador tequilas sold in the US are 40% ABV (80 proof). In Mexico they are 35%. Almost all tequila sold in the US is 40% ABV.

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