Sierra Tequila launches RTD Margaritas

Stock Spirits Group-owned Tequila brand Sierra has entered the ready-to-drink (RTD) space with a range of canned Margaritas.

In response to growing consumer interest in RTD cocktails, Sierra has launched a pair of 'bar-quality' Margaritas, said to mark the next step in the brand's evolution. Nicolas Mazuranic, chief marketing officer at Stock Spirits Group, said: “People love Margaritas, but not everyone wants to make their own. That’s why we created Sierra Margaritas, to offer a premium cocktail experience with zero effort. With authentic ingredients and perfectly balanced flavours, they are the ideal drink for any occasion. "The launch of Sierra’s first pre-mixed cocktails is an exciting step for both the brand and the wider group. As consumer tastes evolve, we’re committed to staying ahead by offering innovative products that deliver on quality, convenience and price." Sierra Tequila enters the category with two Margarita flavours, Strawberry and Lime. Additionally, the brand has created a Mango Margarita exclusively for the Czechian market. Initially rolled out in Germany in April 2025, the range's launch will be followed by Czech Republic, Slovakia, Croatia, Poland, the UK, and the Netherlands later in the year. The launch also marks Stock Spirits Group’s entry into the RTD category in the UK and German markets. The RTD branding features Sierra's red sombrero, its guitar-playing jimador, Pancho, relaxing in the sunset, which is said to reflect 'the laid-back enjoyment of a great Margarita'. In October 2024, Sierra Tequila added a new Antiguo Reposado 100% agave expression to its portfolio. Earlier this year, Stock Spirits unveiled its new brand identity, featuring a refreshed logo and an updated company ethos. Stock Spirits purchased the producer of Sierra Tequila for an undisclosed sum in 2023.