Tequila market in the U.S. - Statistics & Facts
Tequila's popularity has been on the rise in the United States for years due to both premiumization in the segment and the rise of cocktails. The transformation of tequila from a party drink to a refined spirit has been a major factor in this growth. High-priced tequilas have successfully rebranded themselves as sipping liquors, appealing to a discerning clientele who seek quality and complexity in their spirits. This trend has driven an explosion of product introductions and innovations in the tequila industry.
The U.S. is, by far, the largest buyer of Mexican tequila exports, followed by further important markets such as Spain and Germany. The looming threat of tariffs on Mexican imports could have a large effect on the market. In the United States, such tariffs could cause a drastic reduction in tax revenue.
Tequila has been one of the most popular segments of the spirits industry in the United States in recent years but the possibility of tariffs put the future of the market in question.
U.S. is the leading global market
Tequila brands are looking abroad to continue growing and the global tequila market is expected to keep growing because of this and the continued interest in the the main market, the United States. The tequila market is characterized by leading brands such as Don Julio, Patrón, and Casamigos. Don Julio tequila sold about 3.4 million 9-liter cases in 2023. Although Casamigos ranked third, it is one of the fastest growing brands. Between 2015, two years after its inception, and 2023, sales of the brand grew by 3,000 percent. Until now, sales volume in the American market has shown continuous growth since 2004 and reached an all-time high in 2024 of nearly 32.2 million 9-liter cases sold, a two percent growth over the previous year.The U.S. is, by far, the largest buyer of Mexican tequila exports, followed by further important markets such as Spain and Germany. The looming threat of tariffs on Mexican imports could have a large effect on the market. In the United States, such tariffs could cause a drastic reduction in tax revenue.
Who are the consumers?
The latest consumption figures illustrate that consumers aged between 25 and 34 make up the largest share of tequila drinkers in the United States, with 25 percent of respondents within this age range stating that they drink the alcoholic beverage. Broken down on a state-level, California ranked first in terms of consumption. Texas and Florida rounded off the leading three consumption states.Tequila has been one of the most popular segments of the spirits industry in the United States in recent years but the possibility of tariffs put the future of the market in question.
