Market maturity - The tequila category is growing up in the US and has become increasingly vulnerable to external pressures, not least the economic domestic downturn and oversupply of agave, which is reducing prices of 100% agave lines
Canadian growth - The smaller Canadian market for tequila grew last year by over 7% in volume, but the higher-priced extra añejo segment slumped by 64% in the country, reflecting the category’s price sensitivity in the premium-plus tier
Authenticity rules - As celebrity influence weakens, consumer demand has shifted toward demonstrable transparency, organic c
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