Jose Cuervo enters hard seltzer category

Tequila brand Jose Cuervo is the latest to enter the spiked seltzer category with the release of the Tequila-based Playamar hard seltzer in two flavour variants.

Made with a José Cuervo base, Playamar’s two flavours riff on classic Tequila cocktails – lime tips its hat to a traditional Margarita, while the grapefruit expression is a sparkling twist on a Paloma.

Each can contains 90 calories, natural flavours and is 4.5% ABV. Playamar is being rolled out regionally in the US this month with plans to expand nationally in 2021.

Jose Cuervo has a 35% share of the ready to drink cocktail category, and is hoping to grow its share further with its new duo of hard setlzers.

“As the category leader in both prepared cocktails and Tequila, Jose Cuervo is excited to enter the ever-evolving hard seltzer category. Playamar is a natural fit for the Jose Cuervo portfolio,” a spokesperson for the brand said.

Jose Cuervo almost its doubled RTD and prepared cocktails business over the second quarter, and expects additional growth with Playamar.