Brown-Forman’s el Jimador tequila re-enters India with new variants
The tequila brand will initially launch in Maharashtra, Goa and Karnataka before expanding into additional Indian markets in the coming months.
INDIA – Brown-Forman-owned tequila brand el Jimador has re-entered India with two variants, Silver and Reposado, as the brand targets the country’s expanding tequila market.
The portfolio is positioned around 100% Blue Weber Agave and Mexican production.
The tequila is produced at the more than 155-year-old Casa Herradura Distillery in Amatitán, Jalisco, using 100% Blue Weber Agave, natural fermentation and no added sugars or sweeteners.
el Jimador Silver is an unaged expression with sweet agave, citrus and herbal notes. Reposado is aged for two months in charred American white oak barrels, developing cinnamon, vanilla, spice and caramel notes alongside cooked agave characteristics.
Gaurav Sabharwl, Managing Director, India and South Asia, Brown-Forman, said tequila was recording strong growth in India.
“Tequila is currently the fastest-growing spirits category in India, with strong double-digit growth, and we see significant headroom for the category as consumers become more curious and discerning about what they drink,” Sabharwl said.
He added that el Jimador combines 100% Blue Weber Agave with Mexican production, while its “Sip For Yourself” campaign encourages consumers to explore the category through taste.
The two variants are initially available in Maharashtra, Goa and Karnataka.
Silver is priced at approximately Rs 4,200 in Mumbai, Rs 3,900 in Goa and Rs 3,900 in Karnataka. Reposado is priced at about Rs 4,600 in Mumbai, Rs 4,300 in Goa and Rs 4,200 in Karnataka, subject to local taxes and pricing regulations.
Brown-Forman plans to expand el Jimador into additional Indian markets over the coming months. The brand is also targeting bartenders and beverage professionals with its 100% Blue Weber Agave proposition and production process.
India’s Tequila Market
The reintroduction follows strong growth in India’s tequila category. According to IWSR data cited by the brand, tequila volumes in India increased 34% in 2025, while value grew by almost 66%.
Between 2019 and 2025, tequila volume recorded a compound annual growth rate of 32%, while value grew at a 48% CAGR. The category is forecast to grow at a 13% volume CAGR and 15% value CAGR between 2025 and 2030.
el Jimador marked its return with launch events in Mumbai and Goa on September 8 and 10, respectively. The events brought together 140 beverage industry professionals, including bartenders, bar owners and trade representatives.
The brand said its return is intended to expand access to 100% Blue Weber Agave tequila while supporting its “Sip For Yourself” positioning in the Indian market.
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