Casamigos is launching a ready-to-serve margarita to capitalize on consumer thirst for high-alcohol, premixed beverages.
The Casamigos premixed margaritas will be offered in classic lime and spicy varieties. Each 750 milliliter drink contains 20.5% alcohol-by-volume.
Though alcohol consumption reached a new low in 2025, premixed cocktails have been a bright spot in an otherwise slumping category due to their convenience and often high alcohol content — a trait especially popular among younger consumers.
The Diageo-owned brand has been working on a premixed offering for Casamigos since it experienced success with one under its Bulleit bourbon line, Ryan Hughes, the company’s vice president of premix, said in an interview.
Casamigos is a meaningful brand in the Diageo portfolio and launching a premixed margarita seemed a natural fit, Hughes said.
“To win [at pre-mix], it’s got to have a really solid foundation, and [we] have a massive tequila brand, a winning tequila brand with high equity amongst consumers,” hesaid. “We needed a brand that also had reach and power to really build out the portfolio and go against the competition that’s out there.”
The premixed margarita wants to use that brand power to stand out from competitors. Hughes said Casamigos is leaning into its offering as being of “bartender quality.”
Diageo is watching a rise in cocktail culture, and traditional cocktails are seeing strong growth both in cans and bottles, Hughes said.
“What’s most important for consumers is the quality of the liquid,” Hughes said. “The brand [is what] brings that credibility and quality that they’re looking for.”
The Diageo executive said its new Casamigos beverage is different from popular ready-to-drink canned cocktails, such as High Noon Vodka Hard Seltzer, that are focused on flavor as opposed to the type of spirit they contain.
Packaging featuring the branding for the World Cup is available now, and the standard rollout will happen in August. The bottles are priced at $21.99.
Diageo bought Casamigos in 2017 for about $1 billion from the brand's founders, George Clooney, Mike Meldman and Rande Gerber. In the company’s most recent earnings report covering the second half of 2025, Diageo reported an organic net sales decline of 4% to $10.5 billion. While it experienced growth in Europe, Africa and Latin America, Diageo’s business was weighed down by declines in U.S. spirits.
