Eduardo Orendain has been the director of sales and marketing at Arette Tequila since 2013. Here, Orendain (below) shares more details about the company and its namesake brand.
The US remains the dominant global market for tequila — how do you see it evolving this year? Is the agave boom in the US now definitively over?
We believe the US will remain the dominant global market for tequila in 2026, but it’s clearly entering a more mature phase. Growth is no longer driven by sheer volume or novelty but by quality, credibility and brand authenticity.
The key to success this year will be differentiation. Consumers are becoming far more educated and selective, gravitating toward brands with a clear identity, transparent production practices, and a genuine connection to place and people. Price alone is no longer enough.
As for the agave boom, the speculative phase is definitively over. Agave prices and supply are stabilising and brands that built their businesses on long-term relationships with growers and sustainable practices are now better positioned.
Outside of North America, which markets are your main priorities?
Our main priorities for 2026 are Western Europe and Asia Pacific. These markets show strong demand for premium spirits and a growing interest in agave spirits beyond entry-level tequila. Importantly, they are driven by on-trade influence and high-quality bars and spirits professionals, which aligns well with Arette’s approach.
How does your approach vary by market?
Our approach varies significantly by market maturity. In more developed tequila markets, the focus is on deepening engagement, reinforcing production credentials, promoting sipping occasions and highlighting expressions beyond blanco.
In emerging markets, the priority is education and accessibility without compromising authenticity. Internationalising tequila requires moving beyond clichés and positioning it alongside other respected heritage spirits. Clear communication around production methods and authenticity is essential, as is collaboration with local on-trade partners, who act as category ambassadors.
Is Arette trying to tap into any broader consumer trends?
We see strong momentum around lower-ABV consumption occasions, as well as a continued interest in cocktails that emphasise balance. While RTDs are growing globally, our focus remains on versatility behind the bar and at home, encouraging simple, high-quality serves that showcase the spirit rather than masking it.
Consumers are increasingly seeking fewer, better drinks, and tequila is well-positioned for that shift.
Within your portfolio, which products do you believe are well-positioned to recruit new consumers into the tequila category?
Arette Blanco and Arette Reposado are best-equipped – they’re approachable, balanced and have a clean agave profile that works both neat and in cocktails.
These expressions provide an honest introduction to traditionally made tequila without additives, which resonates strongly with today’s drinkers.
How much education remains to be done in emerging tequila markets about the category?
There is still a significant amount: the focus should be on demystifying the category, explaining the differences between production styles and reinforcing what ‘100% agave’ truly means.
Equally important is shifting perception: tequila should be understood not just as a party drink, but as a culturally rich, artisanal spirit with depth comparable to whisky, rum or cognac.
