Tequila Trends

Tequila, once associated primarily with festive shots and college revelries, has evolved into a spirit that is savored and appreciated worldwide. Its ascent in the spirits market is truly noteworthy. The global tequila market was valued at US$ 14.7 Billion in 2022. With projections indicating a growth rate of 6.10% CAGR from 2023 to 2028, the expansion of the tequila market is evident. This growth rate underscores its rising demand and broadening global acceptance.

History of Tequila

Tequila originated in the pre-Columbian era. The Aztecs, renowned for their advanced knowledge and rituals, drank a fermented beverage called pulque made from the sap of the maguey plant. This revered drink was typically reserved for religious ceremonies and exclusive gatherings.

However, the landscape of agave-based beverages began to shift with the arrival of the Spanish conquistadors in the 16th century. Familiar with the art of distillation, the Spaniards combined their techniques with the indigenous practice of fermenting agave sap. This fusion of traditions gave birth to what we now recognize as tequila.

Jalisco, a state in Mexico, soon became the epicenter of tequila production. Its unique combination of volcanic soil, favorable climate, and altitude provided the perfect conditions for the blue agave plant to thrive.

As the centuries rolled on, tequila’s reputation began to spread beyond the borders of Mexico. From being a local spirit enjoyed in the heartlands of Jalisco, tequila started its journey to becoming a global sensation.

Its versatility, whether sipped neat, paired with traditional Mexican cuisine, or mixed in cocktails, made it a favorite among connoisseurs and casual drinkers alike. Today, tequila stands tall, reflecting both its deep-rooted history and its adaptability to modern tastes and trends.

Growth: Riding the Wave of Demand

Global Thirst

• Tequila’s significant presence in the spirits industry is evident. As per recent data, the global tequila market size was valued at $12.89 billion in 2021 and is projected to reach $24.19 billion by 2031, growing at a Compound Annual Growth Rate (CAGR) of 6.6% from 2022 onwards. This impressive growth can be attributed to various factors, including the premiumization trend. Consumers are increasingly leaning towards premium, top-shelf tequilas.

Tequila’s Meteoric Rise in Demand

• Tequila trends are more than just a passing phase; the statistics validate its growth. On Drizly, a leading online alcohol marketplace, tequila’s share of liquor sales has seen a notable increase. While it held a 10% share in 2017, recent data indicates that tequila now accounts for 19% of the spirits category on Drizly as of 2022. This upward trajectory underscores that the distribution channels of tequila remain strong and are likely to persist.

Cities Leading in Consumption

• When it comes to cities that adore this golden spirit, California stands out as a significant market for tequila in the US. While New York City, Los Angeles, Dallas, Miami, and Atlanta have historically been at the forefront, recent data suggests that Michigan saw a substantial increase in tequila consumption. It’s rise was of 38% from 2019 to 2020.
• Additionally, Colorado has made its mark, ranking third behind Nevada in tequila sales. The diverse demographics and cultural mix in these regions continue to play a crucial role in tequila’s acceptance. The spirit has effortlessly woven itself into various cuisines, celebrations, and lifestyles in these areas.

American Tequila Love Affair

• The U.S. market holds a special place in the tequila story. Accounting for over two-thirds of global tequila consumption, the U.S. is positioned to surpass vodka in terms of dollar value, marking a remarkable shift in consumer preferences. Factors driving this affection include the blossoming consumer awareness, attractive retail placements, and the ever-popular margarita cocktail.
• Additionally, celebrity endorsements and their tequila brands, such as Casamigos and Teremana, have amplified the spirit’s appeal.

Premiumization

• When it comes to tequila trends, premiumization is definitely worth keeping an eye on. Consumers are showing a marked preference for high-quality, premium tequilas. Recent data indicates that the global tequila market size grew from $12.10 billion in 2022 to an anticipated $13.35 billion in 2023, reflecting a compound annual growth rate (CAGR) of 10.4%.
• The market is projected to reach a staggering $30.3 billion by 2028, growing at a CAGR of 12.3% during the period from 2023 to 2028. Brands such as Casamigos, Don Julio, and Clase Azul remain at the forefront, not only as top sellers but also as game-changers that are redefining tequila from merely a spirit to an opulent experience.

Tequila Popularity

Top Tequila-Buying Country

• While Mexico remains the birthplace and heartland of tequila, the United States has emerged as its most ardent admirer. Accounting for over two-thirds of global tequila consumption, the U.S. has embraced this agave-based spirit with unparalleled enthusiasm. Factors such as proximity to Mexico, a significant Hispanic consumer base, and the influence of celebrity-owned brands have played a pivotal role in tequila’s soaring popularity in the U.S.
• Beyond North America, countries like the UK, Spain, and Australia are also developing a taste for tequila, signaling its expanding global footprint.

Best Tequila Brands

• The tequila market is intensely competitive, with several brands contending for a spot in the most popular tequilas list. As of 2023, the top contenders in the tequila market include Casamigos, Don Julio, Espolòn, and Patrón. These brands have not only maintained their premium positioning but have also resonated with new consumers. Their success mirrors the broader industry trend favoring premium and ultra-premium tequilas. As the market evolves, consumers are increasingly becoming discerning, and brands that emphasize quality, sustainability, and innovation are poised to emerge as leaders.

Most Popular Tequila in USA

• In the world of tequila, several brands vie for the top spot, but Jose Cuervo reigns supreme. With a history dating back to 1758, it’s the oldest and most established tequila brand globally. Their extensive range, from the classic Especial to the premium Reserva de la Familia, caters to a wide audience. However, newer brands like Patrón and Casamigos are giving traditional giants a run for their money, with their premium offerings and innovative marketing strategies.

Teramana Tequila and Celebrities

• Tequila’s popularity has been further amplified by celebrity endorsements and ownership. Stars like George Clooney, Dwayne “The Rock” Johnson, and Justin Timberlake have launched their own tequila brands, bringing a wave of attention and credibility to the spirit. These celebrity-backed brands often emphasize quality, sustainability, and authenticity, resonating with a new generation of tequila enthusiasts.

Innovation of Tequila

Modern Variations in Production

• The tequila industry has always been rooted in tradition, but modern times have introduced a wave of innovation. Distillers are now experimenting with various distillation and maturation techniques, pushing the boundaries of what defines tequila.
• For instance, cristalinos – aged tequilas stripped of color through charcoal filtration – have gained immense popularity. These tequilas offer the complexity of an aged spirit but with the clarity of a blanco, showcasing the industry’s adaptability to consumer preferences.

The Rise of Artisanal and Craft Tequilas

• These tequilas emphasize traditional production methods, often handcrafted in small batches and made with 100% blue agave. The focus is on quality, authenticity, and a deep connection to Mexican heritage. Brands such as Casa Dragones and Casa Aceves have carved a niche for themselves, offering tequilas that are not just beverages but an experience in themselves.

Tequila’s Influence in Popular Cocktails

• Tequila’s versatility has made it a darling of mixologists worldwide. From the classic margarita to innovative concoctions, tequila forms the base of some of the world’s most beloved cocktails. The spirit’s unique flavor profile, which ranges from citrusy and floral to earthy and smoky, allows it to pair beautifully with a variety of ingredients.
• Moreover, the rise of tequila-based ready-to-drink (RTD) beverages is introducing the spirit to new fans, further solidifying its place in the cocktail culture.

Ready-to-Drink Tequila Beverages

• The convenience of ready-to-drink (RTD) beverages has not been lost on the tequila trends. Brands are launching tequila-based RTDs that cater to the young on-the-go consumer. These beverages, often mixed with natural juices and flavors, offer a refreshing and low-calorie alternative to traditional cocktails. With the health and wellness trend gaining traction, tequila-based RTDs with clean labels and natural ingredients are poised to capture a significant market share.

The Future of Tequila

Modern consumers are not just seeking tequila. New generations are on the hunt for high-quality, 100% blue agave tequilas that offer an authentic experience. This trend is evident in the rising popularity of premium brands and the increasing demand for super-premium tequilas. By 2026, these offerings are forecasted to account for almost 40% of category volumes, emphasizing the value on quality.

The future is not only rooted in tradition. Brands are innovating, introducing new flavors, and experimenting with distillation and maturation techniques. All in order to produce the best tequila in the world. The emergence of cristalinos, aged tequilas stripped of color by charcoal filtration, and the growing popularity of tequila-based ready-to-drink (RTD) beverages highlight the industry’s readiness to cater to evolving consumer tastes.

While North America, especially the U.S., remains the dominant consumer of tequila, there’s a burgeoning export opportunity in other regions. The spirit’s versatility, combined with its rich cultural heritage, makes it poised for global expansion. As tequila continues to evolve from its image as a mere party drink, its reputation as a premium spirit solidifies.