While the Margarita continues to drive tequila consumption, there is much more to the category, with new products and prestigious upscale expressions brightening the market.
By Kate Strandness “T
equila continues to grow in the U.S., and across the globe, as more people come to discover that it’s truly a sophisticated, flavor- ful spirit,” said Jennifer Long, Patrón brand director for The Patrón Spirits Company.
Since hit with an agave shortage a decade ago, tequila sales have surged in the U.S., growing 76.2% in the last nine years according to the Beverage Information Group’s 2011 Handbook Advance. Granted tequila’s growth rate may have slowed in recent years as a result of the reces- sion and adjusted consumer spending habits, but those are not stopping, or slowing, the changes, introductions and developments within the marketplace. Clearly, the appeal of tequila to U.S. consumers continues to include the many iterations of the Margarita; however, there is much more to it than that, particularly in a category that keeps offering new prestigious products with heady price points.
“The superpremium tequila category is experiencing impressive growth trends today,” said Alain Barbet, president of Palm Bay Spirits
which imports 901 Silver Tequila to the U.S. So are blancos—at least in the U.S.—as consumers discover its versatility as a mixer.
Overall, the category gained 3.7% in 2010, to 11.6 million 9-liter cases, with some of the top performers notching significant double-digit percentage increases, including Sauza (up 12.8%), 1800 (up 28.1%) and El Jimador (up 23.5%). Other brands showing positive sales figures, among the leading tequila brands, by volume, were Patrón, Juarez, Margaritaville and Pepe Lopez.
New Year, New Look M
aybe it’s the new decade. Maybe it’s to follow ever-evolving fashion. Whatever the case, tequila brands in 2011 will look as pretty on the shelf as they taste out of the bottle. Among the category’s leaders, The Patrón Spirits Company continues to update its line-up
The national roll-out of Jose Cuervo Tradicional Silver is ongoing. The expression is produced from 100% estate-grown blue agave and uses the original recipe from more than 200 years ago.
Beverage Dynamics • www.beveragedynamics.com • May/June 2011 • 37
