For years we’ve been saying “process matters”, and that each choice made during the production process will find its way into the finished product. Now we have proof.
Beam Suntory’s Sauza Tequila was up 10.7% in the U.S. last year to nearly 2.5 million cases, according to Impact Databank, ranking second in the Tequila market by volume behind Jose Cuervo.
Diageo’s Don Julio Tequila has smashed through the million-case sales barrier for the first time, Brand Champions data has revealed.
Despite the global popularity of its namesake beverage, Tequila has been overlooked as a tourist destination—until now.
Tequila remains ascendant in the U.S., with 100%-agave expressions still leading the way. Market leader Jose Cuervo appears to have taken a small step back last year, slipping 1.5%, but Patrón (+8%) and Sauza (+12%) were up significantly.
Tequila has changed a lot since the early days. Most producers have switched from time consuming, old-school methods to high-efficiency production. But has this trend helped or harmed the overall quality of tequila?
Beam Suntory’s Sauza Tequila is to benefit from a packaging refresh as the brand seeks to communicate a “more premium and contemporary position” to consumers.
Flavored whiskeys are hot sellers. Now it is Mexico’s turn to experiment.
So you want to make a tequila? Good luck with that.