Pour me another Tequilla

International Tequila Day, celebrated on July 24th, will highlight the cultural significance and global popularity of tequila. It's a day to appreciate the spirit's Mexican heritage, the craftsmanship behind its production, and its journey from the Jalisco region to international recognition. Expect celebrations featuring tequila-forward cocktails, tasting experiences, and a focus on the drink's history and evolution.

The tequila industry is experiencing significant growth, with projections estimating a substantial increase in its market value by 2033.

This growth is fueled by factors like the rising popularity of premium tequilas, the influence of cocktail culture, and the increasing demand for sustainable production methods.

With its distinct flavour and rich cultural significance, tequila has long been more than just a drink - it’s a symbol of Mexican identity and artistry. This versatile spirit offers endless ways to enjoy it, for every taste and occasion, whether that’s fresh, vibrant Blanco or rich, aged Añejo.

The global tequila market size was estimated at USD 10.53 billion in 2023 and is projected to reach USD 19.73 billion by 2030, growing at a CAGR of 9.5% from 2024 to 2030. A significant driver is the increasing demand for premium and artisanal tequila. Consumers are shifting their focus toward quality over quantity, with many willing to pay more for high-quality, 100% agave tequilas.

North America tequila market was the largest market globally in terms of revenue share of 63.50% in 2023, and it is projected to grow at a CAGR of 9.2% from 2024 to 2030. The Asia Pacific tequila market is expected to grow at a CAGR of 10.2% from 2024 to 2030.

Beginning in the pre-Columbian era, the Aztecs were deeply devoted to the agave plant, whose fermented sap — pulque — was used in religious contexts. It was important in the lives of Mexican Indians, who personified it through Mayahuel, the goddess of fertility.

The Spanish conquerors brought with them distillation techniques (i.e. separation processes), which — after experimentation — turned pulque into mezcal.

The process travelled to the town of Tequila in Jalisco, which became the hub for mezcal production. The spirit eventually adopted the name of the town, becoming one of Mexico’s quintessential beverages: Tequila.

Based on product, blanco tequila was the most extensively consumed product, with a market size exceeding USD 6.65 billion in 2023.

The high-end premium and super-premium tequila segments were the largest together. High-end premium tequila refers to tequila priced between USD 175 and USD 255, compared to Super Premium, which is tequila priced over USD 255.

A significant factor is the increased demand for high-quality spirits, as consumers increasingly seek premium and super-premium options that offer unique and sophisticated drinking experiences. This trend is fueled by rising disposable incomes, particularly among millennials and affluent consumers, who are willing to invest in high-quality products from 100% blue agave.

Tequila is a wonderfully versatile drink, it offers a variety of experiences for consumers, whether it be craft cocktails with food, like margaritas and palomas, or a refined aged sipping tequila served neat. We’re innovating to appeal to new drinkers with new blends and formats that serve the moment like DJ Minis and Casamigos ready to drink Margarita. Through our collaborations with cultural icons and moments, from Peggy Gou to The fifa World Cup, we'll ensure tequila is at the heart of the big socializing moments of tomorrow, says Sophie Kelly, Global Category Director for Tequila.

Tequila is more than just a drink, it is a cultural symbol, an emblem of Mexico and a legacy passed through the generations. As our Tequila brands take the world by storm, travel with us to Mexico to learn more about our Tequila production process from the agave fields to the factory, to the drink you know and love.

This iconic Mexican spirit, protected by a Designation of Origin (DOT), represents national pride and international prestige. While often associated with celebration, tequila also supports regional economies and thousands of families across Mexico.

The date coincides with the 2006 UNESCO World Heritage recognition of the agave landscape and former tequila distilleries. Though National Tequila Day is celebrated in Mexico on the third Saturday of March, July 24 has gained global traction and was officially recognized as a national holiday by Mexico’s Chamber of Deputies.

The industry is booming, especially in premium and ready-to-drink (RTD) categories, which are growing by as much as 18% annually outpacing beverages like canned wine. Sustainability is also a priority, with producers adopting lighter packaging and repurposing agave bagasse for biofuel and other industries.