M&S adds Margarita to RTD range

UK retailer Marks & Spencer has expanded its pre-mixed canned cocktail range with the addition of a Margarita that taps into the growing demand for Tequila.

The Margarita, a concoction of Tequila, triple sec and lime juice, is, according to Google search data, the UK’s favourite cocktail, receiving more searches than the likes of the Pornstar Martini and the Mojito. And yet, despite the drink’s enormous popularity, it is only this year that M&S has decided to expand its RTD range with the addition of a Margarita.

Beverages already in the retailer’s own-label canned cocktail range include (but are not limited to) the Passion Star Martini, Mojito, and Piña Colada.

According to some estimates, M&S sells 14.6 million canned cocktails a year – equating to approximately 60 every minute, or one per second. The newly-launched Margarita has reportedly been eagerly taken up by customers already, with a press release from the supermarket claiming that there has been a 20% week-on-week rise in sales since it arrived on shelves last month.

Jenny Rea, M&S Food’s lead product developer for cocktail and spirits, noted that the arrival of the Margarita, and last year’s launch of a canned Pink Grapefruit Paloma, was the retailer’s response to a growing thirst for agave-based spirits.

“We’ve seen the popularity of Tequila skyrocket over the past year so we knew there would be plenty of appetite for the high street’s first own-label Margarita tinnie.”

Indeed, while spirits sales have generally slumped in the UK, Tequila has been the exception, with the Wine and Spirit Trade Association (WSTA) reporting that the market value for Tequila leapt from £24 million in 2022 to £35m last year.

M&S also reported that sales of its Distilled Silver Tequila are 30% above those of spiced rum and three times those of white rum.

Rea also said that the often inclement British winter weather had not dented the Margarita’s consumer appeal.

“The weather outside might still be chilly but this marvellous Mexican tipple made with authentic silver tequila is the perfect way to transport yourself to a warm, sunny beach.”

Given the drink’s strong association with warmer weather, it is often particularly pushed during the summer months. July saw canned cocktail brand Moth launch an extensive out-of-home campaign to promote its own bestselling Margarita in a tin.

One possible factor boosting Tequila sales among Gen Z and Millennial consumers has been none other than pop star Taylor Swift.