The Tequila category as a whole has evolved significantly in recent years, with perceptions shifting well beyond its traditional shot-led reputation.
It has become a key fixture in the on-trade as operators continue to broaden their spirit and cocktail offerings.
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Despite softer sales across the on-trade, Jose Cuervo Especial Reposado claimed the top spot on the latest Drinks List, compiled by The MA using exclusive NIQ data.
The Tequila brand remained number one after shifting 28,614 9-litre cases (9lcs), though volume sales fell by 12.1% year-on-year. Value sales also dipped 9.4% to £36.1m.
However, sister serve Jose Cuervo Especial Silver delivered a stronger performance, climbing to second place following a 5.2% rise in volume sales to 23,193-9lcs and a 9.9% increase in value to £29.5m.
Meanwhile, El Jimador Blanco moved up one place to third after posting double-digit growth, with volume sales up 11.1% and value climbing 15.9%.
Last year’s runner-up, Olmeca Blanco, slipped to fourth place after seeing declines in both volume and value sales, down 15.4% and 14% respectively.
Mixed fortunes
Rounding out the top five was Cazcabel Blanco, which held its position after recording a 7.4% increase in volume sales to 13,741-9lcs and a 4.8% uplift in value to £19.6m.
Further down the rankings, mixed fortunes continued across the category.
El Jimador Reposado climbed one place to sixth despite a 1.4% drop in volume sales, supported by a 2.7% increase in value.
Altos Plata also edged up one position to seventh, while Patron Silver rose to eighth place in the latest rankings.
Olmeca Reposado endured the sharpest decline among the top 10 brands, with volume sales down 22.9% and value tumbling 24.4%, leaving it in ninth place.
Completing the list was Patron Reposado at number 10, which bucked the wider trend with a 9.3% rise in volume sales and a notable 24.4% increase in value.
Beyond the data, recent insight gathered by The MA further highlighted Tequila’s prevalence across pubs and bars, with operators in London pointing to a clear shift in consumer behaviour.
At London-based house party brand Little Door & Co’s Notting Hill site, the Little Blue Door, around 52,000 Picante cocktails are sold annually, equating to around one served every 11 minutes.
Flavour & versatility
Operations director Ronald Holmberg told The MA: “Gin has been strong for many, many years, but the last year or two Tequila has very much taken over...Tequila has been a real driver of the cocktail market.”
At Equal Parts in Hackney, east London, which is number 26 on the Top 50 Cocktail Bars list, chilli Paloma is the most sold cocktail.
General manager Adam Montgomerie told The MA he expected interest in Tequila products to continue growing.
“We have a focus on Agave and we have some drinks on the menu that feature Tequila and Mezcal, they are definitely our biggest sellers”, he continued.
“People are really starting to get their heads round it now. The bad image Tequila had is definitely subsiding and people are understanding these spirits are incredible, they have so much flavour and versatility.”
While no Mezcal brands appeared on this year’s Drinks List, the Agave spirit - made using different production methods and flavour profiles to Tequila - remains a category for operators to watch closely.
The Drinks List: Top Brands to Stock in 2026 covers the top 10 best-selling brands of the past 12 months up to Oct 2025 within 16 drinks categories.
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