Agave Playbook

CURRENT STATISTICS & TRENDS

Tequila’s growth during COVID is fueled by multiple factors:  The first is tequila’s growth trajectory prior to COVID. Tequila was the fastest-growing category in on and off-premise before COVID, and that trajectory hasn’t changed.    The second is tequila’s strong presence in the on premise, which now has shifted to the off-premise, as drinkers are seeking that same tequila experience, but at home.    The high end is also fueling growth. Prior to COVID, the ultra-premium price tier of tequila was the fastest- growing tier in tequila, and that trend continues during COVID in off-premise channels. Premium and above offerings nowmake up more than 30% of the spirits category.

Tequila is the biggest share gainer among spirit categories, accounting for 12.7% in spirit dollars, up from 9.1% for the 52 weeks prior to COVID in Nielsen off-premise channels.  

Tequila is growing at a phenomenal pace in off-premise markets, and it is also taking share from other top categories in spirits.   

Drizly’s Top-Selling Tequila Styles, 2020

(through July 28) • Silver/Blanco • Reposado • Anejo • Gold • Flavored

Please contact your sales consultant to order.

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