Agave Passion

Happy National Tequila Day!

It’s hard to ignore the meteoric rise of tequila in recent years. Once relegated to the realm of questionable college parties and cheap shots, tequila has transformed into a sophisticated spirit enjoyed by a diverse crowd. And since today, Wednesday 24th July, is National Tequila Day, let’s use this as an opportunity to shine a light on the incredible newfound popularity of our favorite spirit.
But what exactly fueled this tequila takeover? Let’s dive in.

A Spirited Renaissance

Remember the time when tequila simply shots with salt and lime? It has come a long way since. Indeed, tequila, once relegated to shots and margaritas, has undergone a remarkable transformation. Today, it’s celebrated for its versatility, craftsmanship, and distinct flavor profiles. From premium sipping varieties to artisanal cocktails, tequila has found a place in the glasses of aficionados and casual drinkers alike.

Numbers Speak Louder than Words

The global consumption of tequila has skyrocketed in recent years, reflecting its growing appeal. In 2023 alone, over 300 million liters of tequila were consumed worldwide, marking a significant increase from previous years. In the US, that is even more evident, as the US is the largest imported of Mexican tequila. In 2021, tequila sales surpassed whiskey, making it the second best selling spirit after vodka. In 2023, its sales reached an all time peak, exceeding 31.5 million 9-liters cases sold, and accounting for 13 billion USD. Leading the charge, brands such as Patrón, Casamigos and Don Julio. (U.S. number from Statista).

This surge in demand isn’t just a trend; it’s a testament to tequila’s enduring allure and evolving reputation as a sophisticated spirit.

What Explains Its Popularity?

Now we have the numbers, but what explains them? Several factors played in role and propelling tequila main stage.

In recent year, a resurgence of mixology and cocktail culture has allowed tequila to shine. Not only in the classic Margarita and Paloma, but in more adventurous and unique blends that have displayed tequila versatility and range.

Moreover, the premiumization of tequila, with brands investing in their craft resulted in a wider range of high-quality tequilas with distinct taste profiles, appealing to discerning palates. This transformed tequila from a party drink to a sipping liquor, a more refined and elegant spirit, which played a major role in its recent popularity. This appealed to a discerning clientele seeking quality and complexity in their drink and willing to pay the price for incredibly well crafted products.

But if these products speak to the consumer, is also in part due to a cultural change. Or rather, in education. There’s much more discussion around the craft and art of producing tequila, the subtilities that enter in the production and alter the taste. This is only possible as consumer get more educated on how their favorite drink is made. People are learning to appreciate the craft, the history, the heritage and cultural significance of tequila. They are learning how to drink, how to taste it. For example, just as for wine, glassware matters. Drinking from a Riedel glass will give your a different experience as opposed to drinking in a shot glass. This rise in tequila education is also seen in the additive-free movement, as people desire a more authentic drinking experience. (See What Are Additives in Tequila for more.)
In such, the perception of tequila and its consumption has changed in the popular mind as a refined liquor to be tasted and savored similarly to a fine wine or aged whiskey.

It’s also undeniable that celebrities have played a role in tequila’s popularity. Whether they surfed on an existing wave, or were participants in its emergence, it’s undeniable that A-list celebrities have embraced tequila, introducing it to a broader audience and lending it a touch of glamour.

To name a few, the unavoidable Casamigos founded by George Clooney & Rande Gerber; The Rock’s Teremana; Kendall Jenner’s 818 Tequila; Eva Longoria’s Casa del Sol Tequila or more recently Matthew McConaughey’s Pantalones.

The Future of Tequila?

Given the current trajectory, it’s safe to say that tequila’s star will continue to rise. As more people discover the complexities and enjoyment of this spirit, we can expect to see even more innovative tequila-based drinks and a growing appreciation for the rich heritage behind it.

How are you celebrating National Tequila Day?
In my case, I’ll be sipping on Lalo Tequila Blanco, that has been since I’ve taste it, one of my favorite blanco.

Happy National Tequila Day!