B-F Targets Beer with El Jimador Cocktail in a Can

Dear Client:Brown-Forman is not only tapping further into at-home consumption trends with new “can” packaging for an el Jimador Tequila cocktail mix, but going head to head with beer – particularly Mexican imports and flavored beers like Bud Light Lime, it seems. Beginning in December with California then rolling out to the remainder of the U.S. by late spring, el Jimador “New Mix,” a ready-to-drink tequila cocktail, will be available where spirits are sold in a single serving or four-pack