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Suntory Global Spirits brand Hornitos Tequila has announced a co-branded partnership with Mexican soft drink producer Jarritos to launch a limited-edition packaging solution, the Margaritos Flavour Pack. The seasonal release leverages the brand equity of both established Mexican manufacturers to offer a simplified cocktail preparation kit aimed at the summer retail market.
The collaboration represents an industry focus on cross-category merchandising, bringing together a premium spirit and a non-alcoholic mixer within a single purchase format.
Cross Brand Collaboration
The joint venture unites two brands with parallel histories, both having been founded in Mexico in 1950. The co-packaging concept utilises the long-standing consumer habit of pairing tequila with fruit-flavoured sodas in casual dining and social environments.
According to Rashmi Raine, Vice President of Tequila at Suntory Global Spirits, the partnership with Jarritos aims to lower the barrier to entry for home cocktail preparation. By presenting a packaged solution that requires minimal ingredients, the brands seek to capture consumer transaction volume during peak outdoor hosting occasions.
Product Specifications
At the core of the Margaritos Flavour Pack is the combination of Hornitos Reposado, distilled using agave, yeast, and water, with three of Jarritos’ most popular carbonated soft drink lines. The co-pack is designed to facilitate a simple three-step serve over ice.
The variety pack features the following flavour pairings:
🍋 Lime: A crisp, citrus-forward pairing designed to mimic the classic margarita profile.
🍊 Mandarin: A sweet and vibrant orange citrus profile.
🍍 Pineapple: A tropical, sweet profile that complements the earthy notes of the reposado tequila.
Retail Distribution
The launch is timed to align with National Tequila Month in July, capitalising on heightened seasonal marketing around the spirits category. In recent years, the tequila sector has seen sustained growth in the North American market, with premium and reposado segments driving significant volume.
By partnering with a recognisable, nostalgic brand like Jarritos, Hornitos aims to drive incremental sales in both the off-premise retail channel and on-demand delivery spaces.
The limited-edition Hornitos x Jarritos Margaritos Variety Pack is currently rolling out across the United States with a suggested retail price of $24.99. On-demand digital distribution and local retail availability are being supported through a promotional partnership with the delivery platform DoorDash.
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