Today, February 22nd, is celebrated as National Margarita Day in the United States, and it is for this reason that we want to talk about its main ingredient: tequila.
This iconic distilled spirit from Mexico has experienced extraordinary growth in the U.S. market in recent years. According to IWSR data, brands like Casamigos, Clase Azul, and Piedra Azul led this phenomenon between 2016 and 2021. Casamigos, now under the ownership of Diageo, along with independent brands Clase Azul and Piedra Azul, have shown impressive development in the market.
In the list of the best-selling brands, recognized names such as José Cuervo, Sauza, 1800, and Don Julio can be found, all originating from the Mexican state of Jalisco, known for its warm climate and soil suitable for agave cultivation. These brands are not only appreciated for their quality but have also gained entrenched popularity among American consumers.
Tequila and Mezcal Surpass Other Spirits
A significant milestone is the displacement of whiskey as the second most consumed liquor in the United States. In 2023, the tequila and mezcal category even surpassed vodka, making them the most purchased liquors in terms of value, reaching around US$13.3 billion. This shift marks a transformation in consumer preferences, reflecting the growing attraction to these agave-based spirits.
In 2021, tequila and mezcal experienced impressive growth of 53% and 27%, respectively, compared to the previous year. This surge positioned them as the fastest-growing category of American spirits, rivaling American whiskey as the second most valuable category in the country after vodka.
Tequila, with its diverse brands and varieties, has become the undisputed protagonist in the U.S. liquor scene. Its meteoric growth, along with mezcal, reflects a growing preference among consumers for these agave spirits. This phenomenon is not limited to the United States, as tequila and mezcal have gained popularity in global markets, with Canada standing out as the fastest-growing. Enjoy the full experience with the classic Margarita recipe.
Classic Margarita Recipe:
Ingredients:
- 2 oz tequila
- 1 oz orange liqueur
- 1 oz fresh lime juice
- Salt and lime slice for garnish Instructions:
- Moisten the rim of the glass with a lime wedge and dip it in salt to rim.
- In a shaker with ice, shake tequila, orange liqueur, and lime juice.
- Strain the mixture into the prepared glass.
- Garnish with a lime slice.
Sources:
- “Tequila y Mezcal: Los licores más consumidos en Estados Unidos, desplazan al whisky.” La República. [Link]
- “Las 10 marcas de tequila más vendidas en los Estados Unidos.” Spirits Hunters. [Link]
- “Tequila y Mezcal desplazan al Whisky como segundo licor más consumido en EEUU.” Diario Financiero df. [Link]