How tequila has broken out of its North America playpen – Category Intel

As the US tequila boom ends, brand owners are eyeing export markets across Europe, Asia and beyond to fill the voidRecruitment into the category could be aided by the presence of tequila-based liqueurs with approachable flavours and lower alcoholWhile the margarita remains a key tequila cocktail, the bitter flavours of the paloma are resonating with consumers, especially in Southern EuropeConsumers in more developed markets are already beginning to progress from cocktails to neat consumption of añejo and extra añejo tequilasHowever, some brand owners believe that the category needs to be est