Historically seen as just a party spirit, it has recently soared in popularity with operators and consumers alike beginning to open their eyes to the possibilities it brings, particularly as a base for classic cocktails like Margaritas and Palomas.
It is a rising star within the spirits category, with value sales up 3.2% last year, according to CGA.
However, there is still untapped potential for operators to unlock.
As the fastest-growing spirits category, operators should be thinking about how they can use Tequila to expand their menus with even more exciting cocktails, or leverage some of the more premium options on the market as an option for discerning drinkers to enjoy on its own.
Lifting spirits
Consumers are opening their eyes to the possibilities of Tequila as a sophisticated spirit, and as an ingredient for both its quintessential serves such as a Margarita, but also for reimagined classics like a Repo Old Fashioned.
These classics can also be a great way to introduce your staff to the possibilities of Tequila, before encouraging them to be more experimental.
Around a quarter of consumers choose to drink Tequila in a cocktail, and those drinkers are becoming more engaged, data from CGA showed.
Shaking things up
Nearly a third opted for a Tequila-based cocktail in 2024 and 12.4% of the nation’s cocktails now contain Tequila, including the Margarita, which entered the UK’s top 10 cocktails for the first time last year.
In addition, more than three quarters of Tequila drinkers say they are likely to pay more for a better-quality drink, 31 percentage points above the British average.
With Tequila aficionados visiting pubs, bars and restaurants more than twice as regularly as the average Brit, operators should ensure they can find their favourite drink when out.
For example, Casamigos is the number one super-premium Tequila in grocery and is the fastest growing in the on-trade [CGA], making it the perfect option to cater to this demand and help operators increase their margins with a higher value proposition.
Tequila welcomes more new drinkers than any other spirits category, with 31% growth penetration, Kantar says.
Operators can draw people looking for variety into the category by creating meaningful connection and appreciation amongst customers by sharing its rich history and tradition.
