Tequila's popularity has been on the rise in the United States for years due to both premiumization in the segment and the rise of cocktails. The transformation of tequila from a party drink to a refined spirit has been a major factor in this growth. High-priced tequilas have successfully rebranded themselves as sipping liquors, appealing to a discerning clientele who seek quality and complexity in their spirits. This trend has driven an explosion of product introductions and innovations in the tequila industry.
, making it the second best-selling spirit behind vodka. It held this position in 2022 as well, suggesting that tequila isn't just a passing fad.
U.S. is the leading global market
Tequila brands are looking abroad to continue growing and the
global tequila market is expected to keep growing because of this and continued interest in the the main market, the United States. The
tequila market is characterized by leading brands such as Patrón, Don Julio, and Casamigos. Patrón tequila sold about 3.9 million 9-liter cases in 2022. The U.S. was, by far, the largest buyer of
Mexican tequila exports, followed by further important markets such as Spain and Germany. There is lots of room for growth outside of the United States, it's only a question of whether those markets will warm to tequila without having the same influence of Hispanic culture.
Growth has been steady
Sales volume in the American market has shown continuous growth since 2004 and reached an all-time high in 2023 exceeding 31.5 million 9-liter cases sold, a 5.7 percent growth over the previous year. Meanwhile,
retail sales of tequila reached nearly 13 billion U.S. dollars.
Jose Cuervo was the leading brand and commanded 17.5 percent of U.S. tequila sales in 2022. Patrón tequila also accounted for a double-digit volume share in that year.
Who are the consumers?
The
latest consumption figures illustrate that consumers aged between 25 and 34 made up the largest share of tequila drinkers in the United States, with 24.2 percent of respondents within this age range stating that they drink the alcoholic beverage.
Broken down on a state-level, California ranked first in terms of consumption. Texas and Florida rounded off the leading three consumption states.
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