A spirit once regarded as a celebratory drink quickly piqued the interest of millions worldwide, becoming loved for its complexity and expert craftsmanship.
Tequila consumption in the United States has increased, with the sales volume surging since 2004. In 2023, America consumed 30.56 million 9-liter cases of tequila, a significant increase of 5.6% from the previous year (report by Statista).
Tequila’s growth is a result of various factors, one of which is the growth of the premium spirits market, the pouring in of numerous flavor profiles (especially since the introduction of naturally infused tequila), and the advent of social media marketing. Sales continue to boom, and it makes you wonder—how is tequila stealing the show? Let's find out!
What is Tequila?
Tequila is a distilled spirit made from the blue agave plant, native to the Mexican state of Jalisco. If not produced in specific regions, it cannot earn itself the title of tequila, just like champagne can only come from the Champagne wine region of France.
Tequila’s taste has no equal—it is distinct, ranging from sweet and fruity to even spicy and earthy, based on how it is produced and aged.
Due to the aging process, tequila is available in varieties:
● Blanco (silver/white): This variant is unaged. So, it has a clear, colorless appearance. Following distillation, which takes less than two months, the liquid is bottled immediately.
● Reposado (rested): Reposado is tequila aged in oak barrels between two months and one year, imbuing it with a smoother, oaky flavor.
● Añejo (aged): This tequila takes 1 to 3 years before bottling and contains deep, rich flavors with a dark amber color.
The Reason Behind the Rising Popularity of Tequila
● Switching Up Quality Preference
Have you heard the word premiumization? It refers to the process of making a brand popular by emphasizing its superior quality. The premiumization of tequila has not only been the exciting temptation surrounding the spirit but also the rich cultural history and unique flavor profiles it offers. Tequila, you see, isn’t like other drinks. It encompasses time, effort, patience, and a deep understanding of the craftsmanship and attention to detail.
Premiumization led to the creation of a wide range of premium brands offering refined tequilas—authentic spirits made with 100% blue agave, which is the best quality.
Another contributing factor to this trend is tequila’s reputation as a party drink. Now, consumers are focusing on its complex flavors, making premium tequila grow significantly in demand.
● Exploring Enticing New Flavors
Fruit and herb-flavored tequilas like Lemon and Watermelon Spearmint are gaining increasing popularity in the tequila market. These spirits are sweeter, contain real infusions rather than synthetic flavors, and deliver a smooth and satisfying experience even to beginners who have never tried tequila before.
For veterans, the brands brought down the heat with infusions like Spicy Mango, which streamlined making strangely palatable cocktails like the Chili Lime Mango Margarita. Premium tequilas appeal to a wider consumer base with a new set of bolder, better flavors that accentuate the cultural background of the spirit.
● Social Media Took the Waves Further
New-gen drinkers have taken over, and there’s been an increasing demand for something more. The fun thing: reaching the new world is easy through social media, and brands have adapted their marketing strategies to access the evolving demographic.
Then, there’s been a steady rise in influencer marketing in the past decade. Social media influencers are modern-day celebrities. The rise of influencer marketing accelerated the promotion of tequila, as people’s favorite social media profiles were promoting tequila.
Social media also allowed tequila companies to get significant exposure. It has led them to establish trust and get unwavering support from tequila lovers, engaging with consumers and getting real feedback from them. Now that more people are aware of tequila and its rich cultural significance, it is more popular than ever.
The Takeaway
Today, tequila is one of the hottest things in the liquor industry, so much so that you will find people looking for the best tequila to gift their colleagues, friends, or families. If it continues this way, the future of tequila is very bright, just like the spirit itself.
Must Read: 5 Different Types of Liquor To Make Any Amazing Cocktail
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