Tequila has seen significant growth in domestic markets worldwide, driven by premiumisation, celebrity endorsements and a rising demand for authentic craft spirits. The category's popularity has soared, particularly in the US, establishing it as one of the most exciting trends in the beverage alcohol industry.Despite this surge, one question remains: Has tequila managed to break through in global travel retail?Data suggests that while tequila is thriving in the off-premise, its presence in GTR - especially outside the Americas - remains limited. So, what's preventing tequila from gaining the s
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