Award-winning tequila cocktail brand Pimentae is stepping into an exciting new chapter with the launch of its first-ever Spicy Mezcal Margarita – the brand’s first move beyond tequila and into the captivating world of mezcal. For founders Alice Parmiter and Wynter Karo, the launch is a natural evolution of Pimentae’s love affair with agave spirits. As more consumers discover the rich complexity behind mezcal, the category is becoming one of the most exciting new areas of exploration within premium drinks.
Launching in selected Waitrose and Co-op stores from the 22nd June, the new ready-to-drink cocktail has been created in partnership with acclaimed Mexican producer Ojo de Dios Mezcal, bringing a distinctive new flavour profile to the growing RTD category.
Combining smoky mezcal, fresh lime, sweet agave and a gentle jalapeño kick, the Spicy Mezcal Margarita offers a deeper, more intriguing take on Pimentae’s signature style. Bold yet balanced, it is designed for curious drinkers looking to discover something new. A cocktail that invites you to slow down, savour the moment and explore the smoky, complex character that makes mezcal so special. The launch represents a natural evolution for the female-founded brand, which has built its reputation as one of the UK’s leading tequila cocktail specialists.
“Tapping into mezcal is a natural next step for us and opens the door to a slightly different consumer and occasion,” says 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. As consumers become more educated and curious about agave, mezcal has become a real point of discovery. It still feels niche enough to be exciting, but culturally it’s building huge momentum.”
Wynter Karo says: “We never built Pimentae to simply repeat what already exists in the category. Mezcal gave us the opportunity to bring genuine newness into the RTD space.”
Inspired by mezcal’s deep cultural roots and the landscapes of Mexico, the Spicy Mezcal Margarita celebrates mezcal’s mystical origins, ancestral craftsmanship and enduring connection to the land. The serve balances smoke, citrus and spice to create what Pimentae describes as a “dance of fire and earth, smoke and citrus”. Rich notes of mezcal are lifted by fresh lime and agave sweetness, while a gentle chilli warmth lingers on the finish.
Founded in 2021 by friends Alice and Wynter, Pimentae has become one of the UK’s fastest-growing premium cocktail brands, challenging traditional perceptions of tequila by championing bar-quality serves designed to be sipped, savoured and shared. What began as a kitchen-table startup funded by the founders’ life savings has evolved into a nationally recognised brand stocked in leading retailers including Waitrose, Ocado, Selfridges, John Lewis, Co-op and Sainsbury’s, as well as being available on tap and in take-away formats across major airport locations including Heathrow, Gatwick, London Luton and Manchester Airport.
The founders were recognised on the Forbes 30 Under 30 list for their entrepreneurial impact and continue to champion female leadership within an industry where women remain significantly underrepresented at executive level. Unlike many ready-to-drink brands built around short-term trends, Pimentae’s expertise is rooted in agave. The brand works with independently owned, family-run Mexican producers and remains committed to authentic production methods and responsible sourcing. Its award-winning range currently includes Spicy Margarita, Tommy’s Margarita, Cucumber Margarita and Grapefruit Margarita, available across multiple formats including cans, sharing bottles and kegs.
The launch of Spicy Mezcal Margarita signals the next phase of Pimentae’s ambition to lead the premium agave cocktail category, bringing consumers new ways to explore the complexity, culture and craftsmanship behind Mexico’s most celebrated spirits.
Comments are closed.