Report: Craft Tequila Sales Grew 18.6% as Overall Category Declined

Craft tequila brands increased dollar sales 18.6% over the past year, while sales of other tequila brands declined 5.4%, according to a new study from The Tequila Report. The findings combine retail sales analysis with a national survey of 1,000 U.S. consumers who drink tequila at least once a month.

The study examined consumer purchasing habits, brand preferences and factors that influence tequila purchases. Despite the growth of craft brands, the segment accounts for 9.7% of measured U.S. tequila retail sales and includes 181 brands.

Brand familiarity ranked as the leading factor when consumers purchase tequila for themselves. Seventy-two percent of respondents said familiarity with a brand matters somewhat or a lot, compared with 64% who cited price and 55% who cited additive-free claims. Awareness of additive-free tequila was higher, with 76% of respondents saying they had heard of the term.

The survey also found that 35% of monthly tequila drinkers consume more tequila than they did a year ago, while 9% reported drinking less. Price remains a consideration for blanco tequila purchases, with 82% of respondents who buy the expression typically spending $50 or less for a 750ml bottle.

Recommendations from bartenders and servers also influence purchasing decisions. Thirty-two percent of respondents said these recommendations affect which tequilas they try or buy. Seventeen percent cited recommendations from retail employees. Both sources ranked ahead of the paid advertising channels included in the survey.

The findings offer insight into consumer behavior as the tequila category faces sales declines outside the craft segment. The full report, titled “Tequila’s 10 Percent Problem,” is available from The Tequila Report.

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