Tequila sales experienced the largest volume increase of all spirits categories at U.S. retail in 2021, up 54%, according to CGA data.
CGA’s On-Premise Measurement (OPM) service has analyzed tequila’s performance in U.S. bars and restaurants, and whether its growth will continue.
The analysis notes that vodka (26.6%) and whiskey (26.4%) are the most popular spirits in the U.S. on-trade, but tequila sales have managed to steal share from other spirits categories.
As of early December 2021, tequila occupied nearly 16% of spirits sales by volume, a “significant” increase from the category’s 11.5% volume share at the end of 2016, CGA noted.
CGA noted that silver variants have the largest volume share (52%) within the category, increasing 57% over the past year.
However, CGA said subcategories, such as reposado (57% growth) and gold (49% growth), have increased in popularity among drinkers. Añejo also experienced “significant growth” in the past year, up 61%, as tequila drinkers’ tastes evolved in parallel with those of whiskey consumers, CGA said.
In addition, CGA said category growth was driven by the popularity of the Margarita cocktail, which 49% of drinkers consume in on-trade venues (CGA Opus data, Fall 2021).
According to Beverage Trak data cited by CGA, the tequila-based serve is the most popular cocktail by value in 43 of 48 U.S. states.
Patrick Bannon, CGA’s chief client officer in the Americas, said, “Tequila is certainly a popular choice for consumers. It is important over the next period to see how this preference evolves and changes.
It will be interesting to see if the offering of different types of tequila will expand further at the point of sale and the tequila offering will mirror that of whiskey.
It is crucial for suppliers and operators to understand where the different types will grow and what opportunities will present themselves in-store.”
Sales of high-end tequila soared 83% during the third quarter of 2021, according to data from the Distilled Spirits Council of the US.
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