The UK’s boldest tequila-cocktail company celebrates its first major European retail launch
Ireland has a new reason to raise a glass this autumn — and it’s coming with a spicy kick. The award-winning, female-founded tequila-cocktail brand Pimentae has officially launched in 132 Tesco Ireland stores, marking its first-ever European retail debut.
From 20 October 2025, Irish shoppers can now find Pimentae’s stylish 125ml Margarita cans lining Tesco’s shelves nationwide. The trio of flavours includes the fiery Spicy Margarita, the vibrant Grapefruit Margarita, and the classic Tommy’s Margarita — a ready-to-drink range designed to deliver bar-quality flavour wherever you are.
Co-founder Wynter Karo couldn’t be prouder: “We’ve had so many messages from our Irish community asking how to get their hands on Pimentae. After battling with customs and shipping chaos, we knew it was time to deliver the margs properly.”
Her business partner and fellow co-founder Alice Parmiter adds, “This is such a special moment for us. Tesco Ireland marks our first EU retail launch, and we couldn’t resist making a little noise while we were at it.”
From London Start-Up to Global Shelf Space
Founded in London in 2021, Pimentae has shaken up the ready-to-drink (RTD) cocktail market with its bold branding, high-quality ingredients, and unapologetically fun approach to tequila. In just four years, the brand has grown from a kitchen-table idea to one of the UK’s fastest-growing tequila cocktail names, now stocked in Waitrose, Co-op, Ocado, Selfridges, British Airways, and major airports including Heathrow, Gatwick, and Manchester.
Its Spicy Margarita — the brand’s fiery signature — has even earned the title of #3 best-selling margarita across UK supermarkets, based on national retail data (CWD UROS, Circana Supermarkets, 12 weeks to 6 September 2025).
And while its drinks may come in a can, Pimentae’s quality credentials are anything but ordinary. The brand boasts three Great Taste Awards and has earned its founders a place on Forbes 30 Under 30, cementing their status as innovators redefining the way we drink tequila.
Redefining Tequila, One Can at a Time
Tequila has long outgrown its party-shot reputation, and Pimentae is leading that cultural shift. Its mission? To make bar-quality cocktails accessible and effortless, whether you’re hosting at home, picnicking in the park, or catching a flight.
Each cocktail is made using premium tequila, natural fruit juice, and just the right amount of heat, sweetness, and zest — a combination that has helped the brand stand out in an increasingly crowded RTD landscape.
“People want cocktails that feel indulgent without the effort,” says Karo. “We’re meeting that demand with something that’s fun, sophisticated, and made to share.”
A Boost for Female-Founded Drinks Brands
Pimentae’s Irish debut also underscores a growing movement in retail — one that champions female-founded and independent drinks brands. Tesco Ireland has been a leading voice in this space, using its platform to support challenger labels that bring innovation and diversity to the shelves.
Liliana Caruto, Buyer for Tesco ROI, has played a key role in driving this forward. Known for championing premium yet accessible formats, Caruto’s support has helped open doors for brands like Pimentae to thrive in a market once dominated by global spirits giants.
A Perfect Match for a Booming RTD Market
Pimentae’s Tesco Ireland launch comes at an ideal time. The RTD cocktail category continues to gain momentum across both Ireland and the UK, fuelled by a wave of premiumisation and consumers’ desire for bar-quality experiences without leaving home.
Spirit-based RTDs, in particular, are driving growth — with tequila leading the charge. As drinkers trade up from traditional canned mixers to premium, authentic serves, brands like Pimentae are perfectly positioned to meet that demand.
To support its Irish rollout, Pimentae has partnered with Orion Brand Partners, led by Liam Ryan, who will act as distributor for the Irish market. “We’re thrilled to work with such an experienced team,” says Karo. “Together, we’re set to unlock meaningful growth for Pimentae across Ireland.”
The Future Looks Bright (and a Little Bit Spicy)
From a small London start-up to the aisles of Tesco Ireland, Pimentae’s journey captures the energy of a new generation of drinks entrepreneurs — bold, creative, and unafraid to mix things up.
With its signature blend of heat, style, and entrepreneurial flair, Pimentae isn’t just another RTD brand — it’s a lifestyle statement. And if its success so far is anything to go by, Irish shoppers are about to fall hard for its modern take on the margarita.
Pimentae’s Spicy Margarita, Grapefruit Margarita, and Tommy’s Margarita are available now in 132 Tesco Ireland stores nationwide.
Follow the brand on social media: @pimentae_drinks.