Looking at where we are now, it’s clear that the RTD category has firmly established itself as a mainstay in the beverage industry, explain Wynter Karo and Alice Parmiter, the founders of premium tequila cocktail brand Pimentae.

We’ve been on an incredible journey with Pimentae, and it’s been fascinating to witness the evolution of the RTD category over the last 3 years. When we first entered the market, we saw a burgeoning demand for convenient and high-quality beverages that didn’t compromise on taste. Consumers were increasingly seeking bar-quality options without the hassle of mixing drinks themselves.

One notable trend we’ve seen is the growing appreciation for authenticity and transparency in the ingredients used. Consumers want to feel a connection to what they are drinking, they are more interested about brand stories, cultural heritage of the spirits being used and artisanal production methods.

Tequila, with its rich history, craft and sophisticated flavour profiles is taking a spotlight and we are seeing this reflected in the demand for tequila-based RTD’s at the moment. 

Premiumisation is also top of mind for consumers at the moment, people are drinking less but better and products that provide quality in taste and a sense of experience and escapism. Tequila is leading this trend as more consumers and bartenders look for craftsmanship of blends and new, exciting flavours.

Cocktails and RTDs are an amazing discovery avenue into more sophisticated spirit categories. As founders, we’re committed to staying ahead of the curve, constantly experimenting with unique flavour profiles and collaborating with experts in mixology to bring something new and exciting to our consumers.

Looking at where we are now, it’s clear that the RTD category has firmly established itself as a mainstay in the beverage industry.

We’re proud to be part of this movement and contribute to the elevation of ready-to-drink cocktails. As we look ahead to 2024, we anticipate the ready-to-drink category to further blossom with a heightened focus on premiumisation, sustainability, innovative flavours, and an even more discerning consumer base, driving us to elevate our offerings and set new standards for bar quality tequila cocktails.”

Pimentae, the female-founded premium tequila cocktail brand, jumped on the tequila bandwagon back in 2021 when it launched, and the founders have been backing the spirit ever since, on a mission to offer a more accessible avenue to try tequila by liberating the way consumers enjoy it. They create unique, flavour-led cocktails with craft and taste at the forefront of their proposition.