Yet another major spirits brand is stepping into the lucrative hard seltzer category.
On Thursday, Jose Cuervo launched Playamar, a tequila-based hard seltzer. The new line is described by the brand as “a clear sparkling liquid with light tequila taste” and launches with two tequila cocktail influenced flavors: lime (a sparkling take on the classic Margarita) and grapefruit (a sparkling take on the Paloma). Each 12-ounce can packs just 90 calories and clocks in at 4.5 percent ABV.
The new offerings are not the tequila company’s first foray into the canned cocktail category. The brand also offers a range of flavored Margaritas and a canned Paloma, as well as a line of popular ready-to-drink bottled cocktails.
The lime and grapefruit flavors are now available in select U.S. cities, with a larger range of flavors to come in 2021, according to The Spirit Business.
At the time of publishing, there is no date for a wider release or the introduction of more flavors.