Global tequila market: leading brands based on sales volume 2023

Don Julio tequila was the leading tequila brand worldwide in 2023, with a sales volume of approximately 3.4 million 9-liter cases.

Patrón was the second best selling brand in that year. Patrón was originally produced by a Mexican distillery called Casa 7 Leguas, before being sold to St. Maarten Spirits in 1989. As of January 2018, Patrón was acquired by Bacardi, one of the largest spirits companies in the world and distributor of iconic brands such as Bacardi rumand Grey Goose vodka.

Tequila industry

Agave-based spirits can only use the term ‘tequila’ if they are produced in specific regions in Mexico. This could explain why, as the popularity of tequila soared over the years, Mexico’s exports of tequila followed a similar trend. The United States is by far the leading destination for Mexican tequila. In fact, consumption of tequila in the United States reached nearly 29 million 9-liter cases in 2023, up from approximately 13.62 million 9-liter cases in 2013. 

Tequila brands

With a sales volume of 1.8 million 9-liter cases, Olmeca tequila, owned by Brown Forman, was the sixth-leading tequila brand worldwide. Other notable brands in the tequila industry include El Jimador, also produced by Brown-Forman Corporation, which boasted a global sales volume of 1.5 million 9-liter cases in 2023.