Sip For Yourself: Reintroducing el Jimador Tequila

el Jimador is making a striking return with a complete brand reinvention and the launch of its newest liquid innovation: el Jimador Cristalino.

With a revamped bottle, refreshed label design, and a new campaign that challenges tequila drinkers to forget the celebrity hype and sip for themselves, el Jimador is carving out space for a new generation of tequila lovers who care more about what’s in the glass than who’s “holding” the bottle.

“Let’s be real. No one can tell you what tequila to drink or how to drink it. Not us, and certainly not a celebrity — no matter how cool they look while drinking it,” commented Robert Rixman, Senior Brand Director.

el Jimador Cristalino is a crystal-clear, ultra-smooth aged tequila that blends tradition with modern refinement. Crafted from 100% Blue Weber agave and double-distilled, Cristalino is aged for two months in deeply charred American white oak barrels, then charcoal-filtered for ultimate clarity and a remarkably smooth, crisp finish.

Tasting Notes:

• Nose: A lively bouquet of citrus, herbs, flowers, vanilla, and caramel
• Palate: Exceptionally smooth with vibrant notes of vanilla, caramel, and delicate fruits
• Finish: Silky and lingering

Cristalino delivers a luxurious drinking experience and shines in a variety of serves — neat, over ice, or in cocktails like a carajillo –  but don’t take our word for it. Sip for yourself. With a 40% ABV and 750ml bottle size, Cristalino is currently being rolled out nationwide.

el Jimador’s bold new bottle design matches the Tequila inside — modern, elevated, and authentic — while the brand’s new campaign speaks directly to drinkers who are tired of gimmicks and eager for quality.

el Jimador Cristalino is available now with a suggested retail price of $29.99.

SUGGESTED SERVES

Carajillo

• 1 oz el Jimador Cristalino
• 1 oz Spanish Citrus-Vanilla Liqueur
• .75 oz Cold Brew Coffee
• 2 Dashes Chocolate Bitters
• Shake and strain into an ice-filled rocks glass. Garnish with expressed orange peel

Azulito

• 2 oz el Jimador Silver
• 1 oz Blue Curacao
• Top with Lemon/Lime Soda
• Splash of Fresh Lime Juice
• Build in an ice-filled glass, stir and garnish with a fresh lime wedge.

ABOUT EL JIMADOR

el Jimador Tequila was introduced in 1994 with the belief that a quality, 100% agave tequila should be available at an approachable price point to all. The Mexican-made brand has transcended its name to become one of the top 10 largest tequila brands by volume in the world today. Every drop is crafted at the legendary Casa Herradura in the tequila producing region of Amatitan in Jalisco, Mexico.

Enjoy 100% Responsibly.

Tequila, 40% ALC/VOL, Imported by Brown-Forman, Louisville, KY. 

el Jimador is a registered trademark. ©2025 Brown-Forman Corporation.