Analyzing the Top Performing Tequila Brands in the World

Tequila, one of the world’s most celebrated spirits, is deeply rooted in Mexican tradition and is produced from the blue agave plant, primarily in the region surrounding the city of Tequila in the state of Jalisco.

The process begins with harvesting the heart of the agave, called the pi?a, which is cooked to convert its natural starches into fermentable sugars. The cooked pi?as are then crushed, and the juice, or "aguamiel," is extracted and fermented. After fermentation, the liquid undergoes distillation, typically twice, to produce tequila. Depending on its aging, tequila can range from blanco (unaged) to extra a?ejo (aged more than three years), each variety offering distinct flavor profiles that appeal to a broad range of tastes.

The global market of tequila was valued at $14.7 billion in 2022, and is expected to reach $30.3 billion by 2028, with a CAGR of 12.3% during the forecast period.

Over the past decade, tequila has seen a meteoric rise in popularity, particularly in the United States, which is the category's largest market. The spirit has evolved from being associated with shots and party culture to a sophisticated choice for sipping and crafting high-end cocktails. Between 2010 and 2020, tequila consistently achieved double-digit growth in sales, driven by the premiumization of the category, celebrity endorsements, and the growing consumer preference for high-quality, handcrafted spirits. However, after several years of rapid expansion, the growth of tequila sales is starting to slow. While the market remains strong, the once-exponential increases have tempered, signaling a more mature phase for the industry.

Monitoring the success of the largest tequila brands offers valuable insight into public tastes and trends, particularly for professionals in the beverage industry. From distributors to salespersons, understanding which brands are leading the market and how they have captured consumer loyalty is crucial for those looking to stay competitive. These top-performing brands are not only benchmarks of commercial success but also indicators of broader shifts in consumer preferences, from premiumization to sustainability and innovation.

Olmeca (Altos)

Pernod Ricard’s Olmeca Tequila, including its premium offering Altos, is making impressive strides in the global tequila market. In 2023, the brand reported sales of 1.3 million cases, marking a 12.3% increase from the previous year’s 1.1 million cases. This growth rate was particularly notable as it was one of only two brands in the top 10 to achieve double-digit growth. The consistent upward trajectory of Olmeca, now in its third year of growth, demonstrates its increasing popularity in markets such as Colombia, Turkey, South Africa, and China, where the brand has established a strong presence.

Olmeca has made a name for itself by tapping into global culture and influencer communities. One standout initiative is the annual Olmeca Shot Ring competition, which brings together influencers from around the world to create and showcase their own shot-based cocktails. This engagement not only solidifies the brand’s image but also makes it more appealing to younger, trend-conscious consumers.

Meanwhile, Altos, the brand's 100% agave premium line, continues to perform exceptionally well. It secured the position of the number-one premium tequila in the UK off-trade, reflecting a growing preference for high-quality, artisanal spirits. In 2023, Altos expanded its range by introducing an infused tequila line, along with two ready-to-drink canned Margaritas and a ready-to-serve version. These innovations cater to the evolving tastes of consumers who seek convenience without compromising on quality, positioning Altos as a forward-thinking brand that keeps pace with industry trends.

Tequila's popularity has been on the rise in the United States for years, and in 2021, it even surpassed whiskey in retail sales, making it the country’s second best-selling spirit behind vodka.

Espòlon

Campari Group’s Espòlon tequila achieved remarkable success in 2023, recording the highest growth rate among the top 10 best-selling tequila brands. With a staggering 18.1% increase in sales, the brand moved from selling 1.3 million cases in 2022 to an impressive 1.6 million in 2023. This marks an exceptional performance for Espòlon, driven by strong consumer demand, particularly in the United States, where the brand grew by 30.9% in the fourth quarter alone. Espòlon’s rapid rise demonstrates its increasing foothold in the highly competitive U.S. tequila market, contributing to the brand’s overall global growth of more than 35.7% by the end of the year.

In recognition of its success, Espòlon was elevated to Campari’s ‘global priority’ brand cluster in 2024, now accounting for 8% of the company’s total sales. This strategic positioning highlights the brand’s growing importance within Campari’s portfolio and the tequila market at large. Espòlon’s popularity is further underscored by its blanco variant being named the third biggest-selling tequila on the U.S. platform Drizly in 2023, solidifying its appeal to consumers who seek high-quality, artisanal tequila at an accessible price point.

Espòlon’s consistent growth reflects the increasing demand for premium tequila worldwide, driven by consumer preferences for authentic, handcrafted products. The brand’s success within Campari’s portfolio and its rise in the U.S. market exemplify the broad appeal of its smooth, agave-forward flavor profiles, positioning Espòlon as a major player in the global tequila landscape.

Gran Centenario

Gran Centenario made its debut in the top 10 best-selling tequila brands in 2023, following the decision by its owner, Proximo Spirits, to release official sales data for the brand for the first time. With 2.1 million cases sold, the brand experienced a modest yet consistent growth rate of 2.5%, building on four consecutive years of steady expansion. This achievement highlights the enduring appeal of Gran Centenario in the increasingly competitive tequila market, despite its relatively modest growth compared to some of its competitors.

A key factor in Gran Centenario’s success in 2023 was its strategic partnership with Mexican actor and former professional footballer Cristo Fernández, known for his role in the popular series Ted Lasso. The collaboration, part of the brand's Incuestionables campaign, helped to elevate Gran Centenario’s profile, particularly in the United States and Mexico, where Fernández's star power resonated with consumers. The campaign focused on celebrating the brand’s rich Mexican heritage and craftsmanship, helping to further solidify its position in key markets.

Though its growth rate may not be as dramatic as others in the top 10, Gran Centenario’s steady performance reflects a strong brand identity and consumer loyalty. By leveraging celebrity partnerships and emphasizing its authenticity, Gran Centenario continues to carve out a significant niche in the global tequila market, positioning itself as a reliable choice for consumers seeking a high-quality, traditional tequila.

1800 Tequila

1800 Tequila, owned by Proximo Spirits, continues its impressive upward trajectory, marking its fifth consecutive year of growth in 2023. With a 9.6% increase in sales, the brand sold 2.8 million cases, up from 2.5 million in 2022. This sustained success places 1800 Tequila firmly among the top five best-selling tequilas in the world. Its growth reflects the brand's ability to stay relevant in an increasingly crowded market while maintaining its appeal across a broad range of consumers.

A key moment for 1800 Tequila in 2023 was its collaboration with Mike Skinner, frontman of the UK band The Streets, on a limited-edition bottle design. This partnership, launched in October, visually tied the bottle’s artwork to the band’s new single, bringing together music and spirits in a way that resonated with both music and tequila fans. Such creative collaborations have helped the brand strengthen its cultural relevance, particularly among younger, trend-conscious consumers.

Additionally, 1800 Tequila’s blanco bottling was the eighth biggest-selling tequila on the U.S. platform Drizly in 2023, further proving its strong market position. With its current growth rate, the brand is well on track to surpass 3 million cases sold in 2024, positioning it to overtake its nearest competitor, Casamigos. As it continues to expand, 1800 Tequila remains a powerhouse in both sales and brand influence, solidifying its place as a top-tier player in the global tequila market.

Casamigos

Casamigos, the tequila brand co-founded by actor George Clooney and owned by Diageo, experienced its first significant decline in 2023 after four years of explosive growth. The brand, which had soared by 42.5% in 2022, saw a 4.8% drop in sales last year, bringing its total to 3.0 million cases, down from 3.2 million in 2022. Despite this decline, Casamigos’ blanco variant remained the best-selling tequila on Drizly, demonstrating that consumer demand for its flagship product is still strong.

Diageo attributes this decline to an adjustment period following several years of aggressive expansion. The company reported a 13% organic decline for Casamigos in the last half of 2023, with a notable 14% drop in the U.S. market. This decrease was largely attributed to distributors replenishing their stock in 2022, resulting in a lessened need for new orders in 2023. Diageo's outgoing CFO, Lavanya Chandrashekar, explained that the brand had been grappling with supply shortages during its years of rapid growth, and by 2022, they finally managed to meet demand. The "filling of the pipeline" from the previous year led to what now appears to be a decline.

While 2023 marked a challenging year for Casamigos, it’s important to consider the context of its meteoric rise. The brand had maintained a 50% growth rate for years, and this recent dip may simply be a recalibration after a period of unsustainable expansion. Despite the setback, Casamigos remains a major player in the premium tequila segment, with a loyal following and significant market presence, particularly in the U.S.

The tequila industry attracts hordes of tourists to Jalisco every year, contributing hundreds of millions of dollars to the local economy and supporting over 70,000 jobs.?

Patrón

Bacardi-owned Patrón, a longstanding favorite in the premium tequila market, faced its first decline in five years in 2023, with sales dropping by 8% to 3.2 million cases, down from 3.5 million in 2022. This decline marks a shift for the ultra-premium brand, which has been a major player since Bacardi acquired it in 2018 in a billion-dollar deal. Despite this setback, Patrón remains a key brand in the tequila category, known for its high-quality craftsmanship and strong brand recognition.

Several factors may have contributed to the dip in sales, including slowing demand in the U.S., the tequila’s largest market, and lower consumer spending as economic conditions tightened. While Bacardi does not publicly disclose the financial performance of individual brands, these market dynamics likely played a role in Patrón’s decline. However, the brand remained active in engaging with consumers through strategic initiatives, which helped maintain its visibility in the market.

In 2023, Patrón launched several activations to reinforce its presence, including campaigns centered around popular cocktails like the Paloma and Margarita in the UK. The brand also collaborated with luxury retailer Selfridges and released several new tequila variants, ensuring that it stayed top-of-mind for consumers despite the challenges. While Patrón’s growth may have stalled temporarily, the brand’s dedication to innovation and premium positioning will likely help it rebound in the coming years, especially as consumer trends in premium spirits continue to evolve.

Don Julio

Don Julio, a premium tequila brand owned by Diageo, enjoyed a solid performance in 2023, with sales increasing by 8.2% to reach 3.4 million cases, up from 3.2 million in 2022. This growth allowed Don Julio to surpass its rival Patrón for the first time, securing the number-two spot on the list of best-selling tequilas. The brand's strong sales performance contrasts sharply with Diageo’s other major tequila brand, Casamigos, which experienced a decline during the same period.

For the fiscal year ending June 2023, Diageo reported a 22% rise in sales for Don Julio, driven largely by the U.S. market, where aged variants like reposado played a significant role in boosting revenue. However, the second half of 2023 saw a slight dip in performance, with overall sales declining by 1%, attributed to challenges in the Latin America and Caribbean regions. In the U.S., Don Julio’s net sales still grew organically by 2%, despite some destocking of its iconic Don Julio 1942 variant, which remains a sought-after choice among premium tequila consumers.

Don Julio also strengthened its brand image in 2023 through the Por Amor campaign, which featured a short film celebrating Mexican culture and showcasing the brand’s deep connection to its roots. This campaign emphasized Don Julio’s commitment to bringing Mexico to a global audience, reinforcing its authenticity and luxury appeal. As the tequila market continues to evolve, Don Julio’s focus on quality and cultural heritage positions it well for sustained success, particularly in the premium and aged tequila segments.

Jose Cuervo

Jose Cuervo, the world’s best-selling tequila brand, once again solidified its dominance in 2023, posting its fifth consecutive year of growth. With 9.5 million cases sold, up 3.3% from 2022’s 9.2 million cases, the Proximo Spirits-owned brand continues to be an unrivaled force in the tequila category. For decades, Jose Cuervo has held the top position in the global tequila market, maintaining its lead despite increasing competition from celebrity-backed brands and premium labels. In fact, its sales are nearly three times that of the second-best-selling brand, Don Julio, showcasing its vast reach and enduring consumer loyalty.

One key to Jose Cuervo’s ongoing success is its ability to innovate while staying true to its heritage. The brand has expanded into new product categories, such as cristalino tequilas and pre-mixed cocktails, appealing to a broader range of consumers who value convenience and versatility. These innovations have helped Cuervo maintain its relevance in an increasingly competitive market, where consumer preferences are constantly evolving.

In addition to its success in the U.S. and Mexico, Jose Cuervo has recognized the potential for growth in other global markets, particularly in Asia and Europe. By identifying these opportunities and adapting to regional tastes, the brand continues to push the boundaries of its influence, ensuring its status as a worldwide leader in tequila. As the Supreme Brand Champion of 2023, Jose Cuervo not only represents the past and present of tequila but also its bright future on the global stage.

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