So far this year, tequila has stolen most of the global travel retail headlines - and for good reason. According to IWSR data, sale of agave-based spirits in the channel rocketed 58% in value terms last year and the sector is forecast to grow at an impressive value CAGR of 12% until 2028.These are numbers to get excited about, especially as the higher-priced premium-plus and prestige-plus tiers also posted excellent value results in 2023, jumping 56% and 229%, respectively.Feet need to be kept firmly on the ground, of course, amid all the agave spirits hype circulating in GTR. A more sober ana
Unaged spirits in global travel retail – Who’s winning? – Category Intel
Agave-based spirits have done all the running of late in the premium white spirits category in global travel retail, but there have also been notable gin and vodka launches.

Joe has been a business journalist for over 20 years, specialising in the drinks, aviation and Global Travel Retail sectors; Duty-Free News International, IWSR Magazine, Drinks International and Whisky Magazine, among others.


