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North America Tequila Market Size and Share Analysis 2023-2028
The North American tequila market experienced significant growth in recent years, with a value of USD 14,492 million in 2022. It is projected to reach USD 26,664 million by 2028, registering a Compound Annual Growth Rate (CAGR) of 10.54% during the forecast period from 2023 to 2028.
Tequila, a distilled alcoholic beverage made from the Agave Tequilana Plant, is gaining popularity in the North American region. Its production involves fermentation with additional sweeteners, such as glucose and fructose, and artificial additives for flavorings. The market encompasses various types of tequila, including Blanco, Reposado, Anejo, and others.
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USD 14.5 billion in 2021
Type, Distribution Channel, and Geography
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One of the driving factors behind the growing demand for tequila in North America is the increased disposable incomes of consumers, especially among millennials. The popularity of high-end drinks, including tequila-based cocktails like margaritas, martinis, and Manhattans, has risen in developed economies within the region.
Furthermore, the trend of premiumization has led consumers to prioritize quality over quantity when it comes to alcoholic beverages. This shift in consumer preferences has increased the demand for high-end drinks. The American Beverage Association (ABA) estimates that the volume market share for premium and super-premium spirits will reach approximately 12% by 2023.
In recent years, the market has witnessed the emergence of numerous pubs, distilleries, and bars catering to the demand for tequila. Tequila has become a popular choice in nightlife settings, replacing vodka shots. Consumption of tequila in clubs has significantly increased, and pubs often offer a wide variety of tequila options, along with an assortment of cocktails. Bars, focusing primarily on alcoholic beverages, provide an extensive range of tequila and other liquors to cater to diverse consumer preferences.
Mexico holds the position of the world’s largest tequila producer, followed by the United States, according to data from the Tequila Regulatory Council (CRT). In 2021, Mexico produced 527 million liters of tequila, the highest volume since 1995. This substantial increase in production indicates the growing popularity of tequila. Young consumers, who frequent pubs and bars for socializing and partying, show a strong preference for tequila. The desire for quality and premium drinks among this demographic drives the demand for tequila in the region. To meet the rising demand for premium and super-premium alcoholic beverages, companies are increasing their tequila production. Agave-based alcoholic products, particularly tequila, have gained significant popularity, making it one of the most favored spirits in the United States. To ensure a steady supply and maintain its popularity, the industry is taking measures to prevent supply shortages by ramping up tequila production.
The market is segmented based on various factors, including type, distribution channel, and geography.
Segmentation by Type
Segmentation by Distribution Channel
Specialist Stores (Liquor Stores)
Other Distribution Channels
Segmentation by Geography
Rest of North America
According to the forecast period (2023-2028), the largest product type segment in the North American tequila market is Blanco, which has a Compound Annual Growth Rate (CAGR) of 10.77%. Blanco tequila is popular for use in citrus-style cocktails and mixed drinks due to its strong notes of agave sweetness. It is a dilute distill, also known as Plata or silver tequila, aged for up to 60 days. Blancos are translucent and possess a distinct bite that some may find unappealing due to the absence of extensive aging. However, Blanco tequila represents the purest form of the spirit, as it does not rely on aging to add complexity or mask any undesirable flavors. Its flavor profile typically includes strong notes of agave sweetness, citrus, and pepper. Due to its ease and speed of production, numerous distilleries create a variety of brands of Blanco tequila, ranging from high-grade options to affordable spirits suitable for parties.
Reposado is the fastest-growing product type in the North American tequila market, covering 29.29% of the total market share. It is considered the most balanced and adaptable tequila in the industry. Reposado tequila offers classic flavors such as citrus, cherry, ginger, spices, and vanilla.
Specialty stores, particularly liquor stores, play a significant role in tequila sales in the market. These stores have a wide range of tequila products, making them easily accessible to consumers. During the forecast period, this segment is expected to witness a CAGR of 9.75%. Specialty stores focus on selling specific product categories or a narrow range of products, often catering to local demand. They include small retail shops, locally owned stores, and chain stores. Specialty stores are known for their organization and aesthetically pleasing shopping environments. They offer a diverse selection of tequila products, often adhering to strict production and quality standards. As a result, these stores target consumers who value quality and brand awareness.
The United States is the largest market for tequila in North America. Customers in the United States are becoming increasingly knowledgeable about higher-quality spirits. They are aware of different maturing techniques, terroir, and the locations where tequila is produced. The market in the United States experienced a CAGR of 12.54% during the forecast period. Producers in the region focus on creating Blanco tequilas with clear, smooth quality and entirely natural flavors. Tequila sales in the United States are also expected to benefit from the growing interest in the drink among celebrities.
The tequila market in North America is characterized by intense competition. Key players in the market are focusing on product innovation, expansions, and enhancing their distribution capabilities to target a broader consumer base in the global market. Notable companies operating in this market include Bacardi and Company Ltd., Diageo PLC, Pernod Ricard SA, Constellation Brands Inc., and Suntory Holdings Limited.
Becle S.A.B. De CV Tequila Cuervo La Rojeña SA de CV holds the largest market share. The company offers a range of tequila products including Blanco, Reposado, and Añejo. It invests significantly in research and development to ensure the production of premium-quality tequilas. The company also focuses on meeting the evolving preferences of consumers and new generations.
In November 2022, Tequila Cazadores introduced a limited-edition 100-Year Estate Reposado Tequila, made exclusively from agave grown on their estate. This special bottle was aged for one year in a combination of new French oak barrels and used American oak barrels.
In December 2021, the Sazerac Company invested USD 409 million in a 1,400-acre site in Indiana to expand its spirits operations. The new facility is expected to be located near Charlestown State Park at 12200 Highway 62 in Charlestown, Indiana.
Key companies profiled in this report include BECLE SAB DE CV, Pernod Ricard SA, Eastside Distilling Inc., Diageo PLC, Bacardi Limited, Suntory Holdings Limited, Brown Forman Corporation, Constellation Brands Inc., E&J Gallo Winery Inc., LUXCO Inc., Sazerac Company Inc.
Recent Industry Developments
In February 2022, Avión, a brand owned by Pernod Ricard, launched Avión Reserva Cristalino Tequila as part of its Reserva lineup. This newly released tequila represents a blend of 12-month-old Añejo with a touch of three-year-old Extra Añejo Reserva.
Also in February 2022, Tres Generaciones tequila, a brand under Suntory Holdings Limited, introduced Añejo Cristalino as their new ultra-premium offering. Crafted by the master distillers at La Preserancia distillery in Jalisco, this tequila boasts a crystal-clear liquid.
In April 2021, Bacardi expanded the portfolio of its tequila brand Cazadores in the United States by introducing a premixed ready-to-drink (RTD) option. The RTD, with an alcohol by volume (abv) of 5.9%, is crafted using 100% blue agave and is available in spicy margarita and Paloma flavors.
Key Questions Answered
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What is the rate of growth for the Tequila Market?
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