Beverages: What’s Trending In Tequila Right Now?

Why it is the topic trending:

• Tequila Renaissance: Tequila has shifted from being a shot to a trendy spirit in recent years.

• Increased Sales: Waitrose reported a surge in tequila sales in late 2024.

• Popularity in Cocktails: Margaritas were among the top 10 most popular cocktails in the UK in the past year.

• Improved Quality and Production: Better production methods are leading to higher quality tequila.

• Social Media Influence: The #SpicyMarg culture on TikTok has contributed to its popularity.

• Celebrity Endorsements: Celebrities like Dwayne ‘The Rock’ Johnson are promoting tequila brands, increasing visibility.

• Focus on Current Trends: The article specifically asks an expert about what trends are being seen in tequila in 2025.

Overview:

The article explores the current trends in the tequila market by interviewing William Solorzano, the UK brand ambassador for Teremana tequila and a mixologist. It discusses the reasons behind tequila's recent surge in popularity, including improved quality, social media trends, and celebrity endorsements. The article also delves into the different types of tequila, the distinction between tequila and mezcal, current trends in how tequila is being served, and expert tips for making a perfect margarita and choosing good tequila.

Detailed Findings:

• Summer Vibes and Mixability: Tequila’s popularity is attributed to its "summer vibes" and its versatility in cocktails like margaritas and palomas, which are easy to make at home.

• Main Tequila Classifications: The three main types of 100% agave tequila are Blanco, Reposado, and Anejo, each differentiated by their aging process in oak barrels, which imparts distinct flavor profiles.

• Distinction from Mezcal: Tequila is made from only blue weber agave and can only be produced in five states in Mexico, while mezcal can use up to 200 types of agave and be made in nine states. Tequila is described as the "sophisticated younger brother" to mezcal’s "tougher older brother."

• Experimentation in Cocktails: Bars are moving beyond traditional margaritas and palomas to create more innovative tequila-based cocktails using diverse and local ingredients.

• Variety of Serves: Current trends include different salt rims for margaritas, variations of spicy margaritas, frozen cocktails, and ready-to-drink (RTD) options, indicating wider acceptance of tequila.

• Common Misconception: The blue weber agave is often mistaken for a cactus but is related to asparagus.

• Tips for Perfect Margarita: Use fresh lime juice, good triple sec, sea salt, and Teremana Blanco tequila. Pineapple juice can be added for a summer variation.

• Qualities of Good Tequila (Teremana Focus): Look for 100% fully mature blue weber agave, tequila cooked in brick ovens, and distillation in copper pot stills, which enhance flavor. Transparency about production methods and origin is also important.

• Waitrose and Bacardi Reports: Sales surge reported by Waitrose in late 2024 and margarita popularity in the UK highlighted by Bacardi.

• Celebrity Endorsements: Mention of Dwayne ‘The Rock’ Johnson’s Teremana as a contributing factor to tequila's popularity.

The premiumization of tequila can be explained by a few potential factors:

• "Affordable Luxury" or Treat: Even in times of economic caution, consumers may still seek small, affordable luxuries as a way to treat themselves or elevate everyday experiences without significant financial commitment. A slightly more expensive bottle of tequila for a special occasion or a weekend cocktail might fall into this category.   

• Shifting Spending Priorities: Consumers might be cutting back on larger discretionary expenses (like big-ticket travel or electronics, as hinted at in the slowing spending article) but still allocating budget to smaller indulgences that bring them enjoyment. Premium spirits can fit this bill.

• Social and Experiential Value: The rise of cocktail culture and the social aspect of enjoying drinks like margaritas, as highlighted in the tequila article, provides an experiential value that consumers may still prioritize. Sharing a higher-quality tequila with friends can enhance the social experience.   

• Marketing and Aspiration: The successful marketing of premium tequila brands, often associated with lifestyle and celebrity endorsements, can create aspirational desires that might override pure pragmatism for some consumers. They may be willing to pay more to align with a certain image or trend.   

• Specific Occasions: Purchases of premium tequila might be more occasion-driven (celebrations, gatherings) rather than a regular consumption habit, making the higher cost more justifiable for those moments.

• Demographic Nuances: While overall spending might be slowing, specific demographic groups (e.g., those less affected by immediate economic pressures, or younger generations influenced by social trends) might be driving the premiumization in certain categories like spirits.

• The "Worth It" Factor: As the article mentions improved production methods leading to better quality tequila, consumers might perceive the premium as genuinely "worth it" for a more enjoyable and refined product, even if they are more careful with spending in other areas.

In essence, even within a climate of consumer caution, certain categories that offer affordable indulgence, social connection, or a perceived increase in quality can still experience premiumization as consumers strategically allocate their spending based on evolving priorities and values.

Key Takeaway:

The key takeaway is that tequila has transitioned from a basic party shot to a trendy and versatile spirit, with current trends focusing on experimentation in cocktails, a wider variety of serves, and a growing appreciation for higher quality 100% agave tequilas, driven by factors like improved production methods, social media influence, and celebrity endorsements.

Main Trend:

Tequila's Premiumization and Diversification: This trend describes the ongoing evolution of tequila from a budget spirit to a more premium and diverse category, with increased consumer appreciation for quality and a move towards innovative and varied ways of enjoying it beyond traditional margaritas and shots.

Description of the Trend:

The "Tequila's Premiumization and Diversification" trend signifies a significant shift in the perception and consumption of tequila. No longer solely relegated to inexpensive mixes, tequila is being recognized for its nuanced flavors and versatility. This trend is characterized by: a growing consumer interest in higher-quality, 100% agave tequilas; an expansion of the types of tequila being enjoyed (beyond just Blanco); increased experimentation by bartenders in creating sophisticated tequila-based cocktails; and the emergence of new ways to consume tequila, including ready-to-drink options and innovative flavor combinations. This trend is fueled by factors like improved production standards, cultural shifts, and the influence of social media and celebrity culture.

What is Consumer Motivation (Detailed Description):

Consumers are motivated to engage with tequila in new ways due to:

• Seeking Higher Quality: A growing appreciation for and willingness to pay for premium spirits with nuanced flavors.

• Desire for Sophisticated Drinks: Moving beyond basic cocktails to explore more complex and interesting flavor profiles in tequila-based drinks.

• Influence of Trends: Following social media trends like #SpicyMarg and celebrity endorsements leads to experimentation.

• Convenience: The appeal of ready-to-drink tequila options for easy enjoyment at home or on the go.

• Experimentation and Discovery: A general curiosity to try new and innovative ways of consuming familiar spirits.

• Relatability and "Summer Vibes": The association of tequila with a relaxed and enjoyable social atmosphere.

What is Driving Trend (Detailed Description):

Several factors are driving the premiumization and diversification of tequila:

• Improved Production Methods: Tequila producers are focusing on higher quality agave and traditional production techniques, resulting in better tasting tequila.

• Increased Awareness and Education: Consumers are becoming more knowledgeable about the different types and qualities of tequila.

• Social Media Influence: Platforms like TikTok are playing a significant role in popularizing new tequila cocktails and trends.

• Celebrity Endorsements: Endorsements by popular figures are increasing tequila's visibility and appeal to a broader audience.

• Bartender Creativity: Mixologists are actively exploring tequila's versatility and incorporating it into a wider range of innovative cocktails.

• Growth of the Ready-to-Drink Market: The popularity of RTD cocktails has created an avenue for tequila-based beverages.

What is Motivation Beyond the Trend (Detailed Description):

Beyond the immediate drivers, consumers may be motivated by:

• Seeking Elevated Experiences: Wanting to enjoy more refined and sophisticated drinking experiences.

• Social Status and Image: Consuming premium spirits and trendy cocktails can be associated with a certain lifestyle.

• Desire for Authentic Experiences: Appreciating tequilas made with traditional methods and high-quality agave.

• Connecting with Culture: Tequila is deeply rooted in Mexican culture, and consumers may be drawn to that heritage.

Description of Consumers Article is Referring to:

The article refers to a broad range of consumers:

• Age: The mention of TikTok suggests appeal to younger demographics, while the increased sales at Waitrose might indicate interest across a wider age range.

• Gender: Not specified in the article.

• Income: The premiumization aspect suggests that some consumers are willing to spend more for higher quality tequila.

• Lifestyle: This trend appeals to individuals who enjoy cocktails, socialize, and are influenced by current trends in food and beverage. It also caters to those looking for convenient drink options.

Conclusions:

The main conclusions from the article are:

• Tequila is experiencing a significant surge in popularity and is now considered a trendy spirit.

• This boom is driven by better quality, social media trends, and celebrity endorsements.

• Current trends in 2025 include experimentation with diverse tequila cocktails and a wider acceptance of tequila in various forms, including RTDs.

• Understanding the different types of tequila and production methods is becoming more important to consumers.

Implications for Brands:

• Focus on Quality and Authenticity: Emphasize the use of 100% agave and traditional production methods.

• Encourage Cocktail Innovation: Support bartenders in creating unique and appealing tequila-based cocktails.

• Leverage Social Media Trends: Engage with platforms like TikTok to promote tequila culture and new recipes.

• Consider Ready-to-Drink Options: Tap into the growing market for convenient tequila-based beverages.

• Educate Consumers: Provide information about the different types of tequila and how to appreciate their nuances.

Implication for Society:

• Increased Interest in Mexican Culture: The popularity of tequila can lead to greater awareness and appreciation of Mexican spirits and culture.

• Evolution of Drinking Habits: Tequila is becoming a more mainstream spirit, potentially shifting consumption patterns.

Implications for Consumers:

• More Diverse Drink Options: Consumers have a wider range of tequila cocktails and forms to choose from.

• Potential for Higher Prices: Premiumization may lead to higher prices for quality tequilas.

• Greater Appreciation for Craft Spirits: Consumers may develop a more refined palate and understanding of tequila.

Implication for Future:

• Continued Growth of the Tequila Market: The trend of premiumization and diversification is likely to continue.

• Further Innovation in Tequila Cocktails: Expect to see more creative and sophisticated tequila-based drinks.

• Expansion of Tequila Categories: New and aged tequila variations may emerge.

Consumer Trend (Name: Elevated Home Bartending):

• Detailed Description: This trend reflects the growing interest among consumers in creating higher-quality and more adventurous cocktails at home, often inspired by trends seen in bars and on social media, with tequila being a key spirit in this movement.

Consumer Sub Trend (Name: Spicy Margarita Mania):

• Detailed Description: The specific popularity of spicy margaritas, driven by social media, showcases a consumer desire for cocktails with a kick and a willingness to experiment with flavor profiles.

Big Social Trend (Name: The Cocktail Culture Boom):

• Detailed Description: There is a broader societal trend of increased interest in and appreciation for cocktail culture, with consumers seeking out unique and well-crafted drinks both at bars and at home.

Worldwide Social Trend (Name: Global Spirit Exploration):

• Detailed Description: Consumers around the world are increasingly curious about and exploring different types of spirits beyond traditional choices, with tequila gaining significant traction on a global scale.

Social Drive (Name: The Desire for Taste Adventure):

• Detailed Description: A key social drive is the human desire to explore new and exciting tastes and flavor combinations, which is fueling the experimentation with tequila cocktails.

Learnings for Brands to Use in 2025 (Bullets, Detailed Description):

• Embrace Cocktail Culture: Position your tequila as a versatile spirit for a variety of cocktails, not just shots.

• Engage with Social Media: Actively participate in online conversations and trends related to tequila, particularly cocktail culture.

• Partner with Mixologists: Collaborate with bartenders to develop and promote innovative tequila recipes.

• Offer Educational Content: Provide information about tequila types, production, and tasting notes to enhance consumer knowledge.

• Highlight the "Summer Vibes": Leverage tequila's association with warm weather and social gatherings in your marketing.

Strategy Recommendations for Brands to Follow in 2025 (Bullets, Detail Description):

• Showcase Cocktail Recipes: Feature a variety of appealing tequila cocktail recipes on your website and social media.

• Collaborate with Influencers: Partner with food and beverage influencers to promote your tequila and inspire new ways to enjoy it.

• Offer Tasting Events: Host or participate in tequila tasting events to educate consumers about quality and flavor profiles.

• Develop Limited Edition or Special Release Tequilas: Create buzz and attract enthusiasts with unique and premium tequila offerings.

• Promote Responsible Enjoyment: Encourage consumers to enjoy tequila responsibly and in moderation.

Final Sentence (Key Concept) Describing Main Trend from Article:

Tequila is currently undergoing a transformation characterized by premiumization, diversification in how it's enjoyed, and a shift towards sophisticated cocktail culture.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, tequila brands and companies should focus on leveraging the spirit's premium image and growing popularity by promoting its versatility in cocktails, educating consumers about quality, and engaging with current trends on social media. They can do this by:

• Creating Engaging Cocktail Content: Develop high-quality photos and videos showcasing a diverse range of tequila cocktails.

• Partnering with Digital Creators: Collaborate with food and beverage bloggers, YouTubers, and TikTokers to reach a wider audience.

• Hosting Virtual and In-Person Mixology Workshops: Offer educational sessions on how to make delicious and innovative tequila drinks.

• Developing and Marketing Premium Tequila Expressions: Cater to the growing demand for high-quality, 100% agave tequilas.

• Highlighting Sustainable and Ethical Practices: Appeal to conscious consumers by emphasizing responsible sourcing and production methods.

Final Note:

• Core Trend: Tequila's Premiumization and Diversification: The shift towards higher quality and varied ways of enjoying tequila.

• Core Strategy: Embrace Cocktail Culture and Education: Promote tequila's versatility and enhance consumer knowledge.

• Core Industry Trend: Growth of the Premium Spirits Market: Consumers are increasingly willing to spend more on higher-quality alcoholic beverages.

• Core Consumer Motivation: Seeking Elevated and Trendy Drinking Experiences: Consumers desire sophisticated and enjoyable ways to consume spirits like tequila.

• Final Conclusion: The tequila market is vibrant and evolving, offering significant opportunities for brands that can tap into the trends of premiumization, cocktail innovation, and consumer education. By focusing on quality, versatility, and engaging with current cultural influences, tequila brands can continue to thrive in 2025 and beyond.

Core Trend Detailed (Name: Tequila's Premiumization and Diversification)

• Description: This core trend encapsulates the significant evolution of tequila from a historically value-oriented spirit often consumed in shots to a more sophisticated and appreciated category. Premiumization refers to the increasing consumer preference for and consumption of higher-quality, 100% agave tequilas, often aged to offer complex flavor profiles. Diversification describes the expanding ways in which tequila is being enjoyed, moving beyond traditional shots and basic margaritas to a wide array of innovative cocktails, ready-to-drink options, and sipping experiences. This trend reflects a growing consumer understanding and appreciation of the nuances of tequila, coupled with a desire for more elevated and versatile drinking experiences.

• Key Characteristics of the Trend (summary):

  • Increased Demand for 100% Agave Tequila: Consumers are increasingly aware of and seeking out higher-quality tequila made entirely from blue weber agave.

  • Appreciation for Different Tequila Types: Greater interest in Blanco, Reposado, and Añejo tequilas and their distinct flavor profiles derived from aging.

  • Cocktail Innovation: Bartenders and home enthusiasts are experimenting with tequila in a wider range of creative and sophisticated cocktails.

  • Rise of Ready-to-Drink (RTD) Options: The convenience of pre-mixed tequila cocktails in cans and bottles is growing in popularity.

  • Celebrity and Social Media Influence: Endorsements and trends on platforms like TikTok are driving awareness and interest in diverse tequila consumption methods.

• Market and Cultural Signals Supporting the Trend (summary):

  • Waitrose Sales Surge: Reported increase in tequila sales indicates growing consumer demand.

  • Margarita Popularity: Its ranking as a top cocktail shows tequila's strong presence in mixed drinks.

  • #SpicyMarg Culture on TikTok: Highlights the influence of social media in driving specific tequila cocktail trends.

  • Celebrity Endorsements (Teremana Example): High-profile endorsements contribute to tequila's trendy image and broader appeal.

  • Expert Insights: The interview with a tequila brand ambassador confirms the trend towards experimentation and diverse serves.

• How the Trend Is Changing Consumer Behavior (summary):

  • Moving Beyond Shots: Consumers are increasingly opting to sip tequila neat or in more complex cocktails rather than just taking quick shots.

  • Experimenting with New Cocktails: Home bartenders and bar patrons are more willing to try innovative tequila-based drinks beyond the classic margarita.

  • Seeking Information and Education: Consumers are becoming more interested in learning about tequila production, types, and flavor profiles.

  • Trying Different Consumption Methods: The rise of RTDs and frozen options caters to convenience and different social occasions.

  • Potentially Spending More on Higher Quality: The premiumization aspect suggests a willingness to invest in better quality tequilas.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Focus on producing high-quality 100% agave tequilas, developing diverse product lines including aged varieties and RTDs, and engaging in creative marketing that highlights cocktail versatility.

  • For Retailers: Need to stock a wider variety of tequila, including premium options and RTDs, and potentially offer educational materials or tasting opportunities to cater to consumer interest.

  • For Consumers: Access to a broader range of tequila options and more sophisticated ways to enjoy the spirit. Potential for higher prices for premium tequilas, but also more convenient and accessible options like RTDs.

• Strategic Forecast: The trend of tequila's premiumization and diversification is projected to continue its upward trajectory. As consumer palates evolve and interest in craft spirits grows, the demand for high-quality tequila and innovative ways to enjoy it will likely increase. We can expect to see further experimentation in aging techniques, flavor infusions (while maintaining authenticity), and the continued growth of the RTD tequila market. The influence of social media and celebrity culture will likely remain a significant factor in shaping consumer preferences and driving trends within the tequila category.

• Final Thought: Tequila's journey from a simple party spirit to a celebrated and versatile drink reflects a broader trend in consumer appreciation for quality, craftsmanship, and diverse experiences within the beverage industry, marking an exciting new chapter for this iconic Mexican spirit.

Source: https://www.countryandtownhouse.com/food-and-drink/tequila-trends-2025/