Premium RTD Tequila brand Pimentae scores major EU debut with Tesco Ireland

Pimentae, the multi-award-winning, female-founded tequila cocktail brand, is celebrating its first-ever European retail launch by debuting in 132 Tesco Ireland stores nationwide. This significant move places the London-based brand at the forefront of the surging premium spirit-based ready-to-drink (RTD) category in the EU market.

Starting this week, Irish consumers can find Pimentae’s bar-quality, 125ml Margarita cans on shelves, available in three popular variants:

• Spicy Margarita: the brand’s fiery, signature serve.
• Grapefruit Margarita: a vibrant, Paloma-inspired cocktail.
• Tommy’s Margarita: the essential, timeless classic.

The launch is a strategic step for Pimentae, which has quickly become a standout success story in the competitive UK beverage landscape since its 2021 launch.

The brand is already stocked across major UK retailers, including Waitrose and Co-op, and its Spicy Margarita is currently the #3 best-selling canned margarita across national UK grocery (based on CWD UROS, Circana data, 12 weeks w/e 06/09/2025).

Co-founder Wynter Karo highlighted the driving force behind the expansion: “We’ve had so many messages from our Irish community asking how to get their hands on Pimentae. After battling with customs and shipping chaos, we knew it was time to deliver the margs properly.”

Co-founder Alice Parmiter added that securing Tesco Ireland as their first EU retail partner is a “special moment,” underscoring the brand’s mission to redefine how and when consumers enjoy tequila by offering convenient, bar-quality cocktails.

This market entry highlights Tesco Ireland’s commitment to championing innovation, particularly in premium RTD and supporting female-founded businesses. Liliana Caruto, Tesco ROI Buyer, has been cited as a powerful advocate for this category growth.

To ensure a successful expansion, Pimentae is partnering with Orion Brand Partners, led by Liam Ryan, as their official distributor for the Irish market. “Together, we’re set to unlock meaningful growth for Pimentae across Ireland,” Karo stated.

The timing aligns perfectly with current industry trends, as spirit-based RTDs continue to lead category momentum across Ireland and the UK, fuelled by the demand for premiumisation and accessible, ready-to-pour cocktail formats.

Pimentae, recognised with three Great Taste Awards and featured in Forbes 30 Under 30, is poised to capitalise on this appetite for elevated convenience.