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Insight of the Day: Tequila is Sweet, Smoky, and Everywhere

Key Factors Fueling Tequila's Growth:

  • Versatility: Tequila appeals as a sipping drink, in cocktails, and as a base for convenient ready-to-drink (RTD) beverages.

  • Flavor Profile: Tequila offers a wider array of flavors (sweet, smoky, earthy) compared to other spirits, especially vodka.

  • Health Perception: It's seen as a "cleaner" spirit, aligning with health-conscious trends.

  • Pandemic Boost:  At-home cocktail experimentation during the pandemic led to increased consumption.

  • Celebrity Endorsement:  High-profile celebrity-owned tequila brands attract major attention.

  • Tax Advantages:  Agave-wine based RTDs have favorable tax implications, making this segment more accessible for large and small brands.

  • Sustainability Focus:  Innovative companies are addressing agave waste, appealing to eco-conscious consumers.

Other Notable Trends:

  • RTD Explosion: Tequila-based seltzers, pre-mixed margaritas and palomas are finding huge success.

  • Premiumization: Consumers are seeking high-quality, artisanal tequilas.

  • Cinco de Mayo Factor:  The holiday drives a surge in lemon and lime sales, further benefiting the tequila market.


  • Market Growth: The tequila market is projected to continue its rapid expansion.

  • Further Innovation: Expect even more new products and flavors catering to diverse preferences.

  • Potential Competition: As the market becomes more crowded, brands will need to differentiate themselves.

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