How tequila can capture the consumer outside of North America – Category Intel

The next year will be vital to tequila’s expansion beyond its American heartland, with markets in Europe, Latin America and Asia Pacific all showing promiseBrands are simultaneously targeting the fashionable early evening consumption occasion and touting tequila’s higher-end cues as a sipping spirit to be taken seriouslyRTD and RTS extensions are becoming increasingly popular, aimed at casual, on-the-go opportunities, while flavoured variants are also a useful recruitment toolConsumer knowledge of tequila outside North America remains limited, so category education will be a key driver of