Award-winning tequila cocktail brand Pimentae celebrated a landmark moment in its journey with its largest retail listing since their launch five years ago: Sainsbury’s confirmed that Pimentae will be available at 152 of their stores across the country.
This is a major milestone for the fast-growing brand, which began as a mission between two friends to make bar-quality margaritas more accessible.
Pimentae has grown into one of the fastest-growing names in the UK drinks industry.
Founders Alice Parmiter and Wynter Karo, pictured below (L-R) were recognised on the Forbes 30 Under 30 Europe list in 2025.
They decided to launch Pimentae in 2021 after travelling through Mexico and discovering the craft, culture and complexity of distilling agave spirits.
Inspired by what they learned from agave producers and distillers, the pair set out to challenge the UK’s perception of tequila as a late-night shot and instead champion it as a premium spirit to be sipped and savoured in great cocktails.
The founders initially bootstrapped the business from their kitchens using their life savings, building the brand from the ground up through tastings, events and grassroots advocacy for tequila cocktails.
In 2025 the company secured a £1.5 million investment, enabling the brand to accelerate retail expansion and to grow its multi-format portfolio to include cans, bottles and kegs.
Today, every Pimentae cocktail is crafted with premium tequila from the independently owned, family-run distillery, Casa Maestri in Jalisco, Mexico – the main tequila-producing region.
Commenting on the Sainsbury’s deal, the founders said: “Launching nationwide in Sainsbury’s as we celebrate five years of Pimentae feels incredibly special.
“What started as two best friends making Spicy Margaritas in their kitchens has grown into a brand we’re so proud of, and this listing means even more people will be able to discover great tequila cocktails.”
Five years after launch, Pimentae’s ambition remains clear: to become the world’s leading RTD tequila cocktail brand while continuing to redefine how the UK experiences tequila, one margarita at a time.
As previously reported, demand for tequila in the UK is continuing its upward trajectory (sales up 94% in value year-on-year) and the premium read-to-drink (RTD) market now worth nearly £500 million.
Having sampled Pimentae’s excellent cocktails, we would anticipate that other leading supermarkets will be looking at this brand with envy and that other deals will be in the pipeline.
For more information visit their website