TEQUILA: ADAPTING TO A MATURING GLOBAL BOOM

Tequila continues to attract wide international acclaim, albeit with slower growth rates than in past years. Having surpassed whiskey in value terms in the U.S., tequila now finds itself maturing as a global category. Celebrity-backed labels continue to emerge, but consumers increasingly scrutinize each brand’s authenticity, production standards, and additive usage.
Producers who highlight terroir – by distinguishing the characteristics of agave grown in Jalisco’s Highlands vs. Lowlands, for example – capture consumer attention. With agave prices stabilizing, the industry is placing more emphasis on environmental stewardship and fair labor practices. Growth opportunities flourish outside North America, as European, Latin American, and Asian buyers embrace high-quality tequila for sophisticated cocktails and sipping.
In strategic terms, a balanced brand portfolio that includes mid-priced, high-quality expressions alongside ultra-premium lines can appeal to a broader demographic. Tequila tourism, experiential events, and collaborations with premium restaurants or bartenders can reinforce the spirit’s cultural roots while bringing new audiences on board.

Tequila continues to attract wide international acclaim, albeit with slower growth rates than in past years. Having surpassed whiskey in value terms in the U.S., tequila now finds itself maturing as a global category. Celebrity-backed labels continue to emerge, but consumers increasingly scrutinize each brand’s authenticity, production standards, and additive usage.
Producers who highlight terroir – by distinguishing the characteristics of agave grown in Jalisco’s Highlands vs. Lowlands, for example – capture consumer attention. With agave prices stabilizing, the industry is placing more emphasis on environmental stewardship and fair labor practices. Growth opportunities flourish outside North America, as European, Latin American, and Asian buyers embrace high-quality tequila for sophisticated cocktails and sipping.
In strategic terms, a balanced brand portfolio that includes mid-priced, high-quality expressions alongside ultra-premium lines can appeal to a broader demographic. Tequila tourism, experiential events, and collaborations with premium restaurants or bartenders can reinforce the spirit’s cultural roots while bringing new audiences on board.