Tequila brand owners should turn their attention to countries such as Australia, the UK and Sweden, Global Drinks Intel has learned, as lesser-known markets for the agave-based spirit start to eat into the US and Mexico’s dominance.
In an article featured in this month’s issue of Global Drinks Intel magazine, several Tequila producers have discussed their successes further afield – noting also that non-US and Mexico consumers are showing strong interest in higher-end expressions. The article also includes data from IWSR Drinks Market Analysis that shows Canada, the UK and Colombia as completing the current top five markets for agave-based spirits.
“In the last year, we’ve launched in ten new markets and have several more opening up later in 2022,” said Uziel Vazquez, whose family owns Cazcabel Tequila. The brand has racked up healthy sales in Australia, New Zealand, Sweden and the UK, Vazquez added.
The global commercial VP at Destileria Orendain, Jose Sandoval, echoed Vazquez’s view, adding Canada and Guatemala to Tequila Gran Orendain’s list of successful markets.
“It’s 100% agave Tequilas that are … driving consumer and trade interest,” added Ghost Tequila founder & CEO Chris Moran. “Increasingly, people understand the very significant differences in taste and quality between a 100% agave Tequila and a 51% agave mixto Tequila.”
The September issue of Global Drinks Intel magazine was published last week. For more details, including how to subscribe to Global Drinks Intel, click here.
