When Alice Parmiter and Wynter Karo began working on Pimentae during the pandemic, the ready-to-drink tequila category barely existed in the UK. Their idea to reframe the spicy margarita as an at-home, premium experience may have started small, but it quickly became a business with a bold mission and even bolder results.
“It was never an overnight decision,” they say. “We started Pimentae because we genuinely loved what we were creating and recognised a clear gap in the market. We’ve always believed that the most successful products solve a real problem, and for us, it was the hassle of making a proper Spicy Margarita at home.”
The momentum kept building as customers returned for more. Their launches consistently sold out and the pair began to realise the venture had grown beyond its origins.
“As we began gaining traction, with people falling in love with the liquid, becoming loyal repeat customers, and our new launches consistently selling out, it gradually became clear that this was more than just a side project. The real tipping point came when we realised that if we didn’t give it our full attention, we might never discover its true potential.”
Taking the leap wasn’t without risk, however, and the duo had to ignore the doubters to keep building towards their own autonomous futures.
“It wasn’t easy. Everyone reminded us that 9 out of 10 start-ups fail, but we had this fire inside us that wouldn’t let failure be an option. Ironically, what drove us most was the fear of it not working out, the voices of doubt around us, and the desire to never go back to corporate life after tasting the autonomy and energy of building something on our own. That became our biggest motivation to make Pimentae a success.”
Carving space in a male-led industry
Breaking into the well-established spirits sector, with its own established culture and set of norms came with its own set of challenges, particularly as two young women attempting to do something different.
“Entering the spirits industry as two young female founders has meant stepping into a space that is not only traditionally male-dominated but also heavily shaped by legacy thinking and rigid hierarchies. The drinks world often celebrates tradition, heritage, and scale, so when two women launch a disruptive, design-led, tequila-first brand that challenges how and where people drink, it can create a degree of friction. You’re not just innovating a product; you’re challenging the norms of who is seen as legitimate in this space.”
Access to funding was the next hurdle to get over and the pair had to battle some systemic bias to be able to find the capital to scale up their business.
“One of the most significant hurdles we’ve faced is in the investment landscape. The current ecosystem, particularly in venture capital, does not favour the allocation of funds to women. Statistics continue to show that women receive a disproportionately small share of VC capital, not due to a lack of ambition or commercial viability, but because of systemic biases in how funding is accessed and distributed. The fact that a recent bill aiming to increase the annual income for female angel investors didn’t pass illustrates how far we still have to go.”
Despite the odds, Karo and Parmiter have used those moments to refine their approach and built their network of business partners and supporters.
“In many rooms, we’ve found ourselves having to prove our credibility – first as entrepreneurs, and second as women doing something different in a male-led category. Yet, these challenges have also sharpened our approach. We’ve leaned into our difference and shown that success in this space doesn’t have to look or sound like the status quo. Along the way, we’ve been fortunate to find forward-thinking investors, advisors, and industry allies who champion diversity not as a token gesture, but as a commercial and cultural imperative.”
“There is still progress to be made, but we’re proud to be part of a new generation of founders rewriting what leadership looks like in the drinks world and doing it on our own terms.”
Craft, culture and creativity
It was trip to Mexico that added to their understanding and inspired their deeper mission to reframe the UK’s relationship with tequila.
“Our trip to Mexico in 2020 was really eye-opening. We were introduced to tequila in a completely different way – as something artisanal, nuanced, and rooted in culture and tradition. It made us reflect on how little of that story was being told back home. That experience gave us a deep respect for the spirit, and it’s been important to us from day one to honour that by focusing on quality, education, and careful craftsmanship.”
Every new Pimentae launch starts with flavour and is also shaped by detailed aesthetic choices that fit into the branding look and feel.
“We always begin with the flavour – it needs to be balanced, fresh, and interesting, but also aligned with what UK consumers are actually looking for. We spend time tracking flavour trends, both in cocktails and wider food and drink, to make sure our launches resonate with local tastes and market demand. Innovation is important to us, but we’re also conscious not to drive too much duplication in the space. Every new product has to have a clear role within the Pimentae portfolio and a strong point of difference on shelf.”
That artistic sensibility also runs through their packaging.
“Once we feel confident in the flavour, we start building the brand world around it. This includes the seasonality, the mood, the emotions we want it to evoke. Our artwork plays a huge role in this – it’s often the first thing people notice. We treat our labels as blank canvases to tell the story of the cocktail. Each one is hand-painted by an artist, inspired by the key ingredients and the feeling we want the cocktail to conjure. We then digitally photograph the artwork and adapt it for the label, ensuring the visual identity is just as layered and expressive as the flavour itself.”
“It’s a collaborative process from start to finish, with plenty of creative input and iteration – but everything ladders back to the same goal: to create an immersive, premium experience that starts the moment someone sees the product.”
Expanding the brand world
Pimentae’s unique positioning has already helped it land on shelves from Selfridges to Waitrose, with further supermarket uptake on the horizon.
“It’s something we talk about often. We want Pimentae to feel special, but not exclusive. Great, accessible and versatile drinks should be for everyone, not just for certain occasions or certain people. That’s why our formats; bottles, cans, kegs & bag in box – are designed to suit different moments, and why we’re proud to be stocked in both luxury retailers, everyday supermarkets, festivals, bars & restaurants that appeal to a wide range of consumers. We believe quality and approachability can absolutely go hand in hand.”
Sustainability and inclusion are also built into the business model.
“It starts with making intentional decisions at every stage of the supply chain. For us, sustainability isn’t a nice to have – it’s embedded from the ground up. We import our tequila in bulk to significantly reduce single glass bottle waste, and we work with a distillery that champions quality, respect, and precision in every part of the production process. Our fulfilment partners use electric vehicles to reduce emissions, and our packaging is fully recyclable. These aren’t just feel-good decisions; they’re strategic choices that allow us to scale responsibly without compromising our values.”
“Inclusivity follows a similar mindset. It’s about constantly asking who’s at the table, whose voices are being heard, and how we can keep opening up access – both within our team and across the broader ecosystem we’re building. We’re proud to be female-founded, but more importantly, we want to lead by example in creating a more representative and collaborative drinks industry. We know we won’t always get everything right, but we’re committed to building a brand that puts responsibility at its core.”
In many ways, the Pimentae story is still in the early chapters, but its co-founders are already showing that a modern drinks brand can be more than just what’s inside the bottle. It can be artful, intentional, slow-burning and, most importantly, successful.
A heady mix, which looks like it is hitting the spot.
