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| 23 July, 2022
The Wine and Spirit Trade Association is marking National Tequila Day this Sunday, 24th July, by revealing sales have almost doubled in value in our supermarkets in the last two years.
The latest WSTA market report shows volume sales are up in our shops and supermarkets by 83% compared to pre-covid and 94% in value. In pubs and restaurants, tequila has outgrown pre-covid times up by 8% in volume and 11% in value terms.
Experts put the rapid growth down to Brits exploring and finding new ways to appreciate the spirit drink.
Tequila is a well-loved Mexican spirit that has been around for centuries and was often consumed as a shot. However, in the last few years, people have switched to enjoying the spirit as a sipping drink and are willing to pay more for a premium product.
Sales of tequila in shops and supermarkets annually were worth £17million before the first lockdown compared to £33 million in the last recorded 12 months – equating to a 94% increase in sales.
A total of 3.4 million bottles were sold in the on and off trade combined, worth £224 million in the last recorded 12 months (to 26 March 2022)
This compares to a total of 2.6 million bottles of tequila sold in the UK worth £189 million during the 12 months to 21 March 2020, before covid struck.
Miles Beale, Chief Executive of the Wine and Spirit Trade Association said:
“Tequila has shown a steady rate of growth in the last few years, but our latest market report reveals that sales in our supermarkets and shops have seen a real boost compared to pre-pandemic times.
Consumers have shifted their drinking habits, are experimenting with cocktail making at home and are willing to spend more on premium sipping spirits.”
Rashidi Hodari, Managing Director of Tequila, Global Brand House at Beam Suntory comments:
“We’re continuing to see rapid growth in the tequila category, particularly in the super- and ultra-premium segments. As more people reappraise the category, they’re often reaching for high-quality brands to add to their collection. We know consumers are increasingly appreciating tequila’s versatility and searching for the right tequila for different moments in their lives – that could mean sipping it neat to appreciate the craftsmanship of the liquid or responsibly enjoyed in a celebratory cocktail. We see opportunity to lean into those special occasions while also looking ahead to expanding globally as the category continues to break into new markets. We’ll continue to meet tequila-drinker’s needs with our portfolio spanning a range of subcategories, occasions, taste preferences and price points.