Mixologists Share Predictions For Tequila Category
The tequila craze may be cooling somewhat, but on-premise experts expect demand for the agave spirit to continue at bars and restaurants. The popular styles and brands of tequila may shift, as many predict a continued rise in mezcal and other related spirits.
Brands from lesser-known craft producers and additive-free tequilas will gain ground in 2025, although supply issues and the threat of tariffs on products from Mexico could create problems for on- and off-premise operators.
The tequila and agave spirits boom shows no signs of slowing down at The Ned NoMad in New York, says director of food & beverage Nick Porpiglia. “What’s emerging now is a shift: Consumers who were once loyal to mainstream brands are increasingly exploring options from smaller, lesser-known distillers,” he says.
Gabe Sanchez, cocktail expert at Midnight Rambler at The Joule in Dallas, predicts increased consumer demand for additive-free tequila.
These craft producers place a strong emphasis on capturing the unique nuances of flavor profiles and terroir, Porpiglia note s. They’re also offering distinctive expressions such as cristalino and rosé tequilas “that are gaining attention for their complexity and originality.”
Cocktail drinkers will become increasingly interested in exactly what is in their spirits, predicts Gabe Sanchez, cocktail expert at Midnight Rambler at The Joule in Dallas. “The flavoring agents, mouthfeel additives and distilling shortcuts will face greater scrutiny going forward.”
For example, Sanchez says, the influx of celebrity tequila brands has brought many new drinkers to the agave world. “But there will be a significant push by consumers toward additive-free tequila.”
Mezcal momentum
Tequila has been taking the on-premise by storm for years now, “and I don’t think it’s stopping,” says Daniel King, restaurant and bar manager at Evelyn’s at Hutton Hotel in Nashville, TN. And as tequila grows, “it’s really clearing the way for artisanal mezcal to ride its coattails.”
Mezcal can be a bit intimidating to many drinkers, “and has been wrongly labeled — in my opinion — as a one-trick smoke bomb,” King says. “While some brands fit that description, there is a whole world of complexity and diversity waiting to be discovered. I know mezcal has been a growing part of the discussion for years, but I believe that will continue as long as tequila continues to dominate the international spirits market.”
Tequila cocktails from Mijenta, a women-led brand that celebrates the traditions of Mexican culture and also prioritizes sustainability and community engagement.
Indeed, mezcal is “the smoky bad boy of the bar world,” says Niko Novick, executive of beverage at Superfrico in the Cosmopolitan of Las Vegas. “With so many varietal options, its intense flavors and mysterious nature make every sip versatile enough to stir endless conversations with your palate, unlike tequila, which is made from only one varietal and just wants to party.”
On the other hand, “tequila’s cool, rebellious cousin, raicilla, is about to blow up,” Novick predicts. “This lesser-known agave spirit is about to make mezcal look mainstream. It’s smoky, earthy, with just a little bit of mystique — perfect for drinkers who are ready to move beyond the usual suspects.”
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