Tequila’s surging performance in the US continues, with recent on-premise data showing the category benefiting from the popularity of the Margarita cocktail serve in the channel.
Releasing research this month to promote its ‘On Premise Measurement’ tool, CGA by NielsenIQ found that the volume of Tequila sold in Florida’s on-premise channel leapt by 48% “over the last 12 months” compared to the corresponding period last year. In North Carolina, the category’s performance was similarly impressive, jumping 44%, as California’s on-premise came in up 17% for Tequila.
CGA did not state the precise dates during which the figures were collected.
“Over just the last 12 months, we’ve seen Tequila significantly grow its share of the spirits category, with a lot of that growth being driven by cocktail serves and the popularity of the Margarita,” said North America regional director Matthew Crompton. “However, to continue its growth, the category will need to innovate and explore new opportunities within serve style and price tiers – with premium tiers, in particular, showing significant growth.”
In June, US trade association DISCUS highlighted the ongoing “consumer fascination with Tequila” in the market. According to the organisation’s ‘Luxury Brand Index’ tool, which pulls together volume sales for spirits priced at US$50+ per 75cl bottle in the US, the category boasted a 63% increase in year-on-year volumes during the first three months of 2022.
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