Tequila Market

Global Tequila Market Size (2024 to 2032)

The Global Tequila market size is expected to grow at a CAGR of 6.0% during the forecast period 2024 to 2032 to reach USD 23.05 billion by 2032 and 14.46 billion By 2024.

MARKET OVERVIEW

Tequila, a distilled alcoholic beverage crafted from the agave plant, holds a unique distinction as it can only be manufactured within specific regions of Mexico. Diverse styles of tequila exist, each adhering to precise regulations mandated for production. Typically boasting an alcohol content of 35 to 40 percent by volume (ABV), or 70 to 80 proof, tequila must not exceed 55 percent ABV (110 proof). In the 1970s, the tequila industry established stringent global standards under the Appellation of Origin designation. These standards govern the geographical origins, production methods, labeling practices, and rightful usage of the term "tequila." These regulations are outlined in NOM-006-SCFI-2012 and are overseen by the Consejo Regulador del Tequila (CRT), also known as the Tequila Regulatory Council. Tequila's production, bottling, and quality assessment are confined to specific municipalities located within five Mexican states: Jalisco, Nayarit, Guanajuato, Michoacan, and Tamaulipas. Notably, the town of Tequila in Jalisco serves as a hub for this industry, with the majority of tequila production occurring in this state. Therefore, this spirited elixir finds enthusiasts around the world, with Mexico and the United States being their primary consumer bases.

The rising cocktail trends for artisanal craft spirits present untapped opportunities in the Tequila market. The tequila market is thriving due to the trend of infusing various spirits into cocktails, enhancing the consumer experience. Tequila's image transformed from a sipping drink to a cocktail base, driven by exotic cocktails like Paloma and El Diablo. Brands offer cocktail kits and virtual sessions to tap into at-home mixology. VIVIR distillery's affordable, sustainable Mixto variant, El Sueno, introduced in February 2021, caters to cocktail enthusiasts with options like margaritas and tequila-based drinks. Additionally, lowering the alcohol content could also tap those health-conscious consumers.

MARKET DRIVERS

The major market driver in the case of the Tequila market can be the evolution of tequila's image from a casual party drink to a more sophisticated and premium spirit. This shift has played a pivotal role in the market's expansion. The growing preference for premium spirits is a direct result of consumers seeking more refined and high-quality beverages, which consequently fuels the demand for such offerings. Premium tequilas with higher price points have effectively repositioned themselves as sipping liquors, appealing to discerning customers who prioritize excellence in their alcoholic choices. Moreover, tequila has emerged as a prominent player in the ready-to-drink cocktail segment, ranking second only to vodka as a preferred base for beverages. This trend has led to a surge in new product launches and innovations within the tequila industry. Prominent brands such as Patrón, Don Julio, and Casamigos define the landscape of the tequila market. For instance, in 2021, Patrón tequila achieved sales of approximately 3.2 million 9-liter cases. Among the purchasers of Mexican tequila exports, the United States stands out as the largest market, followed by other key markets, including Spain and Germany. Recent consumption statistics reveal that individuals aged between 25 and 34 constitute the largest consumer group of tequila in the United States. Within this age bracket, around 24.2 percent of respondents confirmed their consumption of alcoholic beverages. On a state-by-state analysis, California takes the lead in terms of tequila consumption, closely trailed by Texas and Florida as the second and third top-consuming states, respectively. Therefore, the demand for premium tequila from the middle-aged group is also expected to drive the tequila market.

MARKET RESTRAINTS

The factors likely to hamper the market growth of the Tequila market are the shift of consumers’ taste toward low-alcoholic beverages.In recent times, in developed nations, a notable shift is being observed as consumers increasingly pull towards low and non-alcoholic beverages. This shift arises from a heightened awareness of the harmful impacts of alcohol consumption, propelling individuals to explore alternatives that mimic the taste of alcoholic drinks but without the associated adverse effects. In the year 2021, the market for low and no-alcohol drinks displayed a robust growth rate of 6.1% across ten countries: Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK, and the US. This information is based on the findings of the 2022 Global study conducted by IWSR within this industry. In contrast, the alcoholic drinks market experienced a comparatively modest growth of 2.2% during the same period. A significant factor behind this shift is the concern for health and well-being, as evidenced by 32% of respondents in IWSR's research who cited this as the reason for their transition to low and non-alcoholic drinks. This emerging category of health-conscious consumers presents a noteworthy restricting factor for the tequila market that should not be overlooked.

REPORT COVERAGE

This research report on the global tequila market has been segmented and sub-segmented based on product type, price range, distribution channel, and region.   

Global Tequila Market By Product Type

• Tequila Blanco
• Tequila Reposado
• Tequila Anejo
• Tequila Joven

Based on product type, the tequila blanco segment dominated the Tequila market in 2022, and it is anticipated to grow at the highest CAGR during the projected period. Blanco finds its place in cocktails for its pure, unembellished representation of agave, characterized by its crisp and vibrant profile. With an alcohol content of 38-55%, Blanco tequila's clarity appeals to a wide consumer base. The global surge in cocktail culture has further amplified demand for tequila in cocktails, driven by its premium quality and diverse flavors.

On the other hand, reposado, anejo, and joven are expected to record substantial market growth during the mentioned timeframe.

Global Tequila Market By Price Range

• Economy
• Premium

Based on the price range, economy-priced tequila is expected to dominate the Tequila market during the forecast period. This Tequila doesn't consist entirely of 100% blue agave and remains popular in the market primarily because of its affordability and accessibility. Economic-priced tequila is favored by college students and the middle class, as it aligns with their budget limitations compared to pricier premium alternatives.On the other hand, premiums could only be afforded by an elite group of people. Thus, the economy price range will generate more market revenue for the tequila market.

Global Tequila Market By Distribution Channel

• B2B
• B2C

By distribution channel, the B2B sector dominated the market share, and its growth is projected to continue at a substantial CAGR throughout the forecast period. This is attributed to the global rise in party culture and alcohol demand. Escalating disposable incomes and an expanding working population have led to the adoption of Western lifestyles. This shift fuels a preference for swift service, entertainment, and ambiance, consequently propelling the expansion of the B2B segment.

REGIONAL ANALYSIS

• North America 
• Europe 
• Asia-Pacific 
• Latin America 
• Middle East and Africa

Based on region, the North American region accounted for a major share of the tequila market in 2023 and is expected to grow at a significant CAGR during the forecast period. The thriving demand for tequila across sectors like restaurants, bars, and pubs propels North America's market expansion. Increasingly popular among both Americans and Mexicans, agave-based spirits, including tequila, are driving consumption. For instance, the United States has seen a continuous rise in tequila sales since 2004, with 2022 reaching an all-time high of over 29 million 9-liter cases sold, an 11.5 percent increase from the previous year. Tequila's popularity is evident in its surpassing of whiskey in retail sales in 2021, securing the second-best-selling spirit position behind vodka.Moreover, the European market's growth is driven by the rising appeal of artisanal spirits in Germany, Spain, and the U.K. With its EU geographical indication registration and the surge in cocktail culture, tequila's demand is on the rise, especially in the U.K.In the Asia Pacific, tequila is making its mark by capturing the attention of millennials in nations such as China and Australia. The market's expansion is propelled by growing imports and a shift towards quality over quantity, with a preference for small-batch crafted spirits by selective consumers.

KEY MARKET PLAYERS

Key Market Players of Tequila Market are Pernod Ricard S.A. (France), Diageo Plc (U.K.), Bacardi Limited (Bermuda), Suntory Holdings Limited (Japan), Heaven Hill Distilleries, Inc. (U.S.) Campari Group (Italy), Sazerac Company Inc. (U.S.), Brown-Forman Corporation (U.S.), Casa Aceves (Mexico), Constellation Brands, Inc. (U.S.).

RECENT HAPPENINGS IN THE MARKET

• In February 2022, Pernod Ricard's brand, Avión, unveiled Avión Reserva Cristalino Tequila as a new addition to its premium range. This innovative tequila combines a 12-month-aged Añejo with a subtle infusion of three-year-old Extra Añejo Reserva, creating a distinctive blend.
• In February 2022, Tres Generaciones, a brand under Suntory Holdings Limited, launched Añejo Cristalino, an ultra-premium addition to its tequila lineup. Crafted at the La Preserancia distillery in Jalisco, this new offering boasts a clear, transparent appearance and is the result of the expertise of Tres Generaciones' master distillers.