Louisville, Kentucky, November 27, 2025
Brown-Forman has introduced New Mix, a leading ready-to-drink cocktail from Mexico, in the U.S. The drink, featuring authentic Mexican flavors, aims to diversify American palates while promoting local economic growth. New Mix is available in two flavors, Paloma and Cantarito, and is set to enhance Brown-Forman’s market presence as part of a broader strategy to innovate and respond to consumer demand for quality beverages.
Brown-Forman Launches New Mix RTD Cocktail in U.S.
A Bold Step for Local Spirits Giant
Louisville, Kentucky — In an exciting move that enhances its portfolio, Brown-Forman has introduced New Mix, the leading ready-to-drink (RTD) cocktail from Mexico, into the U.S. market. Originating from the rich traditions of Mexican beverage innovation, New Mix is a testament to the spirit of entrepreneurship that thrives within the industry. With flavors that capture the essence of authenticity and quality, Brown-Forman is once again stepping up to bring popular global tastes to American consumers.
This latest launch signifies not just a new product, but also a potential boost for local economic growth, encouraging a shift toward embracing international flavors without loss of quality. With reduced regulatory hurdles in beverage distribution, companies like Brown-Forman are able to innovate and meet customer demand effectively.
All About New Mix
New Mix is crafted with El Jimador Blanco Tequila and is available in two vibrant flavors: Paloma, which features a blend of tart grapefruit and smooth tequila, and Cantarito, which combines tequila and zesty citrus liqueur. Each 12-ounce can delivers 5% alcohol by volume, striking the right balance for casual drinking. Currently, New Mix is sold in four-packs at a suggested retail price of $10.99, making it an attractive option for cocktail enthusiasts looking for convenience and flavor.
Market Launch and Distribution
The product launched this fall across multiple states including California, Texas, Ohio, Illinois, Nevada, Arizona, the Metro New York area, New Jersey, and Colorado. With an effective distribution partnership with Reyes Beverage Group in California starting May 1, 2025, Brown-Forman aims to enhance its operational efficiency in the largest spirits market in the U.S. This strategic move illustrates the brand’s commitment to enhancing market presence and meeting consumer demands in a competitive environment.
Expanding the Palette of Flavors
New Mix represents a step forward in diversifying American palates. By incorporating traditional Mexican flavors, Brown-Forman enhances the beverage options available to U.S. consumers, promoting an appreciation for cultural authenticity. With the increasing popularity of RTD cocktails, this launch aims to cater to a growing demand for convenience without compromising on quality.
Stock Performance and Market Impact
Currently, Brown-Forman’s stock (BF.B) is trading at $28.64, reflecting a slight change. This price demonstrates the company’s commitment to growth and innovative diversification efforts. By venturing into the RTD cocktail category, Brown-Forman is poised to capitalize on market trends, further solidifying its status as a leader in the spirits industry.
Future Outlook for Brown-Forman
The introduction of New Mix into the U.S. market signifies just one aspect of Brown-Forman’s broader strategy to embrace and promote innovative products. As consumer preferences lean toward high-quality RTD beverages, this expansion could contribute to economic growth not only for Brown-Forman but also for the local economies that benefit from its operations and investments.
Conclusion
The launch of New Mix is a noteworthy addition to the U.S. beverage landscape, and it highlights the importance of local companies like Brown-Forman in driving economic prosperity. By supporting companies that introduce exciting products and stimulate market competition, consumers can play a crucial role in bolstering Louisville’s economy. Embracing such innovations through local entrepreneurship will undoubtedly further elevate Louisville, KY, as a vibrant hub for business and culture.
Frequently Asked Questions (FAQ)
What is New Mix?
New Mix is Mexico’s leading ready-to-drink (RTD) cocktail, crafted with El Jimador Blanco Tequila and available in two flavors: Paloma and Cantarito. Each 12-ounce can contains 5% alcohol by volume and is sold in four-packs for a suggested retail price of $10.99.
Where is New Mix available in the U.S.?
The launch began this fall in California, Texas, Ohio, Illinois, Nevada, Arizona, the Metro New York area, New Jersey, and Colorado.
What flavors does New Mix offer?
New Mix offers two authentic Mexican flavors: Paloma and Cantarito. The Paloma combines tart grapefruit with smooth tequila, enhanced by grapefruit liqueur and concentrate. The Cantarito blends tequila and citrus liqueur with grapefruit concentrate, delivering a fizzy, zesty cocktail.
Who is distributing New Mix in California?
Brown-Forman has partnered with Reyes Beverage Group for distribution in California, effective May 1, 2025. This partnership aims to enhance market reach and operational efficiency in the largest spirits market in the U.S.
What is Brown-Forman’s stock price?
Brown-Forman’s stock (BF.B) is currently trading at $28.64, reflecting the company’s ongoing expansion and product diversification efforts.
Key Features of New Mix
| Feature | Description |
|---|---|
| Product Name | New Mix |
| Origin | Mexico |
| Flavors | Paloma and Cantarito |
| Alcohol Content | 5% ABV per 12-ounce can |
| Packaging | Four-packs of 12-ounce cans |
| Suggested Retail Price | $10.99 per four-pack |
| Launch Date | Fall 2025 |
| Initial Launch States | California, Texas, Ohio, Illinois, Nevada, Arizona, Metro New York area, New Jersey, Colorado |
| Distributor in California | Reyes Beverage Group |
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