In a unique fusion of luxury spirits, global football, and mixology, Tequila Enemigo has unveiled what it calls the world’s first player-specific cocktail series. The initiative debuted with “The Jiménez Handshake Margarita,” a signature serve inspired by Fulham FC striker Raúl Jiménez. This marks a pivotal moment not only for the premium tequila category but also for how sports sponsorships can evolve into cultural collaborations ahead of global events like the 2026 FIFA World Cup.
Crafted by Handshake Speakeasy—currently ranked the World’s Best Bar—the cocktail made its official debut at Fulham’s historic Craven Cottage stadium in London. Surrounded by teammates including Jorge Cuenca, Bernd Leno, and Andreas Pereira, Jiménez helped usher in the first release of what is slated to be a global cocktail rollout tied to player identity, national heritage, and premium tequila storytelling.
What Makes ‘The Jiménez Handshake Margarita’ a World-First?
The Jiménez Handshake Margarita is not just a drink; it is a storytelling medium. Designed by Eric Van Beek, Bar Director and Co-Owner of Handshake Speakeasy, the cocktail honours Raúl Jiménez’s personal and professional journey—from his early days in Tepeji del Río, Mexico, to his rise in the English Premier League. Using hibiscus to invoke classic Mexican flavour, lime and vanilla for complexity, and Tequila Enemigo’s flagship Blanco 55 for smoothness, the drink encapsulates Mexican culinary artistry and modern mixology.
This launch marks the first time a cocktail has been developed in partnership with a global sports figure, a Premier League club, and the top-ranked bar in the world. It also sets a new precedent for how spirits brands can engage in narrative-driven marketing that aligns with both cultural identity and sporting excellence.
Why Did Tequila Enemigo Partner with Fulham FC and Handshake Speakeasy?
This partnership is about more than visibility or commercial rights; it’s about elevating brand narratives through meaningful association. Fulham FC became the first Premier League club to be sponsored by a Tequila brand when it signed a trailblazing deal with Tequila Enemigo. The collaboration has since grown to include curated cocktail experiences, bespoke game-day activations, and hospitality integrations at Craven Cottage and Fulham Pier.
According to Tequila Enemigo Co-Founder Sebastian Gonzalez, the idea was to create more than a brand presence. It was to honour personal stories, such as Jiménez’s, in a way that could be tasted and shared. Gonzalez noted that the drink exemplifies “bold vision, precision, and soul,” qualities that define both Jiménez on the field and Enemigo in the distillation room.
For Handshake Speakeasy, co-owner Rodrigo Urraca added that this collaboration fulfilled a long-held dream of blending two Mexican-rooted institutions—elite football and artisanal spirits—into a cultural export that could resonate on a global scale.
How Is This Cocktail Series Positioned Ahead of the 2026 FIFA World Cup?
The launch of the Jiménez Handshake Margarita is the first in a series of cocktail tributes planned by Tequila Enemigo in advance of the 2026 FIFA World Cup, which will be hosted across the United States, Canada, and Mexico. Each upcoming serve will be tied to other Fulham FC players and will reflect their personal and cultural journeys.
This is part of a broader campaign to blend sport and spirits into an immersive brand narrative that crosses borders and traditions. As anticipation for the World Cup builds, Tequila Enemigo aims to build a lifestyle brand ecosystem around its products—offering fans not just tequila but an experience rooted in identity, craft, and celebration.
What Is the Business Strategy Behind Enemigo’s Global Expansion?
Founded in 2017 by Robin Clough, Sebastian Gonzalez, and Max Davies-Gilbert, Tequila Enemigo quickly positioned itself at the intersection of tradition and luxury. With a production base in Jalisco, Mexico, the company leverages 100% Blue Weber Agave and the volcanic waters of Tequila Valley to create its signature Blanco 55, Añejo Cristalino 89, and Extra Añejo 00.
The company’s strategic approach involves aligning itself with high-end venues across major cities—New York, London, Dubai, and Milan—while creating cultural capital through elite collaborations like this Fulham FC cocktail series. Its acquisition by MadaLuxe Group in 2023 helped accelerate this international growth, particularly in the luxury retail and hospitality channels.
In May 2025, Tequila Enemigo added another critical layer to its distribution network when it appointed Camus, the famed French cognac house, as its exclusive distributor in France. This move signals the brand’s ambition to dominate ultra-premium tequila distribution in Europe, a region where craft tequila is gaining serious traction among mixologists and connoisseurs alike.
How Are Fans and Consumers Reacting to the Jiménez Handshake Margarita?
Initial reactions at Craven Cottage suggest that the launch has resonated well with fans. The cocktail is now available not only throughout the stadium but also across Fulham Pier, including a dedicated Enemigo Cocktail Bar on Level 0 of the Riverside Stand. Select partner venues worldwide will also carry the Jiménez Handshake Margarita in limited release.
Early consumer reviews praise the cocktail for its complexity, balance, and cultural authenticity. Its use of hibiscus—a staple in Mexican cuisine—coupled with the velvety Blanco 55 base has drawn comparisons to artisanal margaritas served in Mexico City’s finest bars. For Jiménez fans, it’s an embodiment of pride and personal identity distilled into a glass.
What Sets Tequila Enemigo Apart in the Ultra-Premium Spirits Market?
Tequila Enemigo has earned over 60 international honours, including 15 Double Golds and 5 “Tequila of the Year” accolades, positioning it as a leader in the ultra-premium segment. What differentiates the brand is its fusion of meticulous craftsmanship and modern branding. While many tequila brands still rely on heritage storytelling alone, Enemigo blends tradition with forward-thinking initiatives—be it sponsorships with Premier League teams, partnerships with globally renowned bars, or innovations in tequila packaging and presentation.
The brand’s emphasis on narrative depth, luxury positioning, and global partnerships has made it a standout in a crowded category. By aligning with football—arguably the most culturally unifying sport worldwide—Tequila Enemigo is not just marketing tequila; it’s marketing modern Mexican excellence.
How Will Tequila Enemigo Leverage This Momentum Going Forward?
With the 2026 FIFA World Cup acting as a strategic horizon, Tequila Enemigo is expected to continue expanding its brand influence through international activations, limited-edition product lines, and player-focused marketing. The next cocktails in the player series will likely honour other Fulham athletes whose backgrounds offer similarly compelling stories.
Given the early success of The Jiménez Handshake Margarita, the blueprint for brand storytelling through cocktails appears viable. By blending luxury spirits with global sport and rich cultural symbolism, Tequila Enemigo is laying the groundwork for a new standard in experiential brand building.
This pioneering approach reflects an evolution in how premium brands can reach consumers—less through traditional advertising and more through shared moments, cultural reverence, and drinkable narratives that transcend borders.
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