Pimentae is a tequila cocktail brand founded in 2021 by university friends Alice Parmiter and Wynter Karo. Inspired by a trip to Mexico, the pair discovered the heritage, craftsmanship and complexity behind tequila, which they found contrasted with the UK’s “shot culture” perception of the spirit. Using savings, they launched Pimentae from their kitchen with a mission to create ‘bar-quality’ margaritas. Pimentae has grown through social media, influencer marketing and festival activations before securing listings in retailers including Waitrose, Ocado, Selfridges and British Airways. The company has since expanded into canned cocktails, kegs and international markets while raising investment to fuel growth.