Jose Cuervo, the world’s number one Tequila brand with more than 250 years of history and heritage, is expanding its footprint in the RTD market with the launch of Jose Cuervo Limonada, the new drink of summer, designed to meet shifting consumer tastes and reinforce Tequila’s momentum in Australia.
RTDs continue to be the fastest-growing segment in spirits, with light and refreshing serves leading the charge. Tequila is in growth, driven by its flavourful liquid credentials and versatility.
Consumers in the 18-24 bracket in particular are seeking more flavoursome, convenient and lower-calorie options that fit seamlessly into social occasions.
Jose Cuervo Limonada delivers exactly that. Made with Jose Cuervo Blanco, it blends bright natural lemon flavours with a splash of sparkling soda water to create a crisp, refreshing serve. Each 330ml can sits at 5% ABV, 1.3 standard drinks and just 110 calories – offering a light but full-flavoured alternative for consumers looking for ‘better-for-you’ choices without compromising on taste.
“Tapping into the trending lemon flavoured mixers , Limonada is designed to recruit the next generation of Tequila drinkers and trade-up light spirits drinkers by offering them a familiar but more flavourful experience,” said a spokesperson for Proximo Spirits. “It’s light, refreshing, low in calories and true to Cuervo’s authentic Mexican roots.”
The launch of Limonada will also be supported by a significant through-the-line marketing campaign designed to ensure strong visibility and trial across the summer period. The campaign highlights Tequila’s versatility by showcasing it beyond the classic margarita and Soda & lime space. The bright yellow packaging not only overtly plays to the lemon mix, but firmly positions Limonada as a must-have choice for summer drinking.
Jose Cuervo Limonada suits relaxed, intimate gatherings at home as much as larger social occasions, festivals, daytime sessions at the beach or park, and weekend parties. The familiar can format makes it easy to enjoy wherever consumers choose, while its approachable flavour profile appeals to both Tequila fans and those new to the category.
As RTD consumers increasingly look beyond vodka and gin, the timing of Limonada could not be stronger. Backed by Jose Cuervo’s scale, reputation & highest awareness of any Tequila brand, this new innovation is set to recruit drinkers into Tequila RTDs and help accelerate the category’s growth. For consumers, it offers a refreshing, convenient and lower-calorie option that delivers both flavour and authenticity. For retailers and the trade, it presents an opportunity to engage a younger, dynamic consumer base with a product that brings new energy into the RTD space.
Get in touch with your local Proximo representative to grab Jose Cuervo Limonada for your store or venue today!