Jose Cuervo Debuts Playamar Tequila Hard Seltzers, Adding Two New Options To RTD Range

Jose Cuervo Playamar

Jose Cuervo officially added two new offerings to their ready-to-drink portfolio with the release of Playamar Tequila Hard Seltzers. The new canned offerings come in two flavors: lime and grapefruit.

The Mexican tequila company describes the lime variety as a “bubbly take on the traditional Margarita,” featuring “bright lime zest flavors, pressed lime peel, and sweet citrus agave in a clear sparkling liquid with light tequila taste.” The Grapefruit version, meanwhile, is intended to imitate a Paloma cocktail and blends “natural pink grapefruit flavors, expressed orange peel, and sweet agave in a clear sparkling liquid with light tequila taste.”

Jose Cuervo Playamar cans come in at 4.5% ABV each and only contain 90 calories. There are zero carbs, zero sugar, and it’s also gluten free.

According to the brand, Playamar is “Inspired by the beaches of Mexico, which are beloved by locals and vacationers alike for delivering the perfect mix of fun and relaxation (and tequila, of course). Playamar transports you to these incredible seaside escapes with every sip – no matter where you are.”

Playamar is a portmanteau of “playa,” which means “beach” in Spanish, and “mar,” which translates to “sea.”

The canned cocktail market is nothing new for Jose Cuervo, who, according to the company, are already the leading prepared cocktail brand with 35% market share. They already produce both Margarita and Paloma canned cocktails.

During the second quarter of 2020, Jose Cuervo almost doubled its ready-to-drink and prepared cocktails sales. And it looks like growth is only expected to soar higher as the RTD world continues to gather pace.

Playamar is already available across the United States, and the company expects to roll out additional flavors throughout 2021. A four-pack of 12oz (340ml) cans is priced a t$11.99.

It has certainly been the year, and even more so the summer, of canned cocktails. Absolut Vodka joined the party with six RTD options. Kahlua introduced a Nitro Cold Brew that features Rum, while Tia Maria unveiled their own Iced Coffee Frappe. Opihr released two Gin & Tonic canned cocktail options.

It wasn’t only the big names delivering new, aluminum-wrapped delights, Volley entered the game four Tequila-based RTDs and Onda launched their own sparkling Tequila canned cocktail. Those looking for something a bit harder, meanwhile, might want to give Siponey Royale a try.


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