Award-winning premium cocktail brand Pimentae has stepped beyond tequila for the first time with the launch of its first-ever Spicy Mezcal Margarita.

The rollout, which hit selected Waitrose and Co-op shelves on 22nd June 2026, is a move to capitalise on the rapid cultural momentum and shifting consumer educational trends surrounding premium Mexican spirits.

Agave education and momentum

The primary driver behind the portfolio expansion is the fast-evolving sophistication of the UK drinks market.

Founders Alice Parmiter and Wynter Karo view the move into mezcal as a natural evolution for the agave-focused brand, reacting to a market where consumers are actively seeking deeper complexity within the premium drinks space.

“Tapping into mezcal is a natural next step for us and opens the door to a slightly different consumer and occasion,” explained Alice Parmiter, co-founder of Pimentae. “A lot of people don’t actually realise that tequila is a type of mezcal. Where tequila is often bright, crisp and citrus-led, mezcal has a deeper, smokier and more complex profile that tends to appeal to those who might gravitate towards whisky or darker spirits.”

Parmiter noted that this distinct flavour profile is exactly what is driving the category’s current commercial appeal.

“As consumers become more educated and curious about agave, mezcal has become a real point of discovery,” she stated. “It still feels niche enough to be exciting, but culturally it’s building huge momentum.”

Bringing true innovation to RTDs

Rather than following short-term beverage trends, Pimentae developed the product to inject authentic differentiation into the ready-to-drink (RTD) sector. To achieve this, the brand partnered with acclaimed Mexican producer Ojo de Dios Mezcal to formulate a profile that blends smoky mezcal, fresh lime, sweet agave, and a gentle jalapeño kick.

Co-founder Wynter Karo emphasised that pushing category boundaries was central to the launch strategy. “We never built Pimentae to simply repeat what already exists in the category,” Karo said. “Mezcal gave us the opportunity to bring genuine newness into the RTD space.”

Sustaining brand growth

The launch represents the next phase of ambition for the female-founded start-up, which began as a kitchen-table business funded by the founders’ life savings. Since its launch in 2021, the Forbes 30 Under 30 entrepreneurs have built Pimentae into one of the UK’s fastest-growing premium cocktail brands.

The new Spicy Mezcal Margarita joins an award-winning core range that includes Spicy, Tommy’s, Cucumber, and Grapefruit Margaritas. The permanent addition strengthens Pimentae’s extensive retail footprint, which already spans major supermarkets like Sainsbury’s and Ocado, luxury retailers like Selfridges and John Lewis, and high-volume draught formats across major UK airport hubs including Heathrow, Gatwick, Luton, and Manchester.