Looking to boost its presence off the lower tier of tequilas (albeit the still-100% agave ones), venerable El Jimador, the #1 selling 100% agave tequila in Mexico, is revamping its image with a new bottle design. The new look is sleeker and considerably more upscale… but what of the tequila within?
2014-era El Jimador (we tasted only the blanco) is a Lowlands spirit, unaged and named in honor of the jimador, a Mexican agave harvester. There’s modest pepper on the nose, with red chiles, lemon, coconut, and roasted meats. The body is a little all over the place, with notes of chile oil, grilled pineapple, more lemon, and a sultry agave/herbal character on the finish. There’s quite a bit of that funky meat character on the finish, but it’s not overwhelming or pungent.
All told, El Jimador is pleasant enough for journeyman cocktail duty, but the spirit lacks finesse, and the body is decidedly on the thin side. That said, it is fortunate to be lacking the back-of-throat burn so common in cheaper tequilas. So that’s nice.