Jose Cuervo Rolls Out Playamar Tequila Hard Seltzer

Playamar Tequila Hard Seltzer.

Another hard seltzer hits the shelves as Jose Cuervo announces the launch of its new Playamar Tequila Hard Seltzer brand.

Playamar Tequila Hard Seltzer comes out with two classic flavors of tequila-based cocktails: Lime, a bubbly take on the traditional margarita, and Grapefruit, a sparkling mimic of the Paloma.

Playamar has a light tequila taste without the tequila bite, the company says. The new brand will roll out regionally, with plans to expand nationally in 2021.

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Each can of Playamar contains 90 calories, all-natural flavors and is 4.5% ABV. It is gluten-free.

The suggested retail price is $11.99 per 4-pack of 12-oz. cans.

Playamar joins the Jose Cuervo portfolio, which already occupies 35% of the prepared cocktail market share, the company says. Jose Cuervo almost doubled RTD and prepared cocktails business over the second quarter, the company adds, and expects additional growth with Playamar, given the category’s rapid rise and Jose Cuervo’s brand recognition.

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