CNBC reports that the Distilled Spirits Council of the US (DISCUS) is out with a new report saying that "tequila could soon overtake vodka as America’s favorite liquor, fueled by consumers’ desire for pricey bottles of agave-based spirits.
"Tequila and mezcal was the second-fastest growing spirits category in 2021, trailing only premixed cocktails. Agave-based spirits saw sales climb 30.1% compared with the prior year to $5.2 billion … It was also the second-largest category by revenue behind No. 1 vodka, which has been the top-selling spirit in the U.S. since the 1970s. At $7.3 billion in revenue, vodka is still selling roughly $2 billion more annually than tequila and mezcal, but agave-based spirits could be on track to outstrip it in just a few years."
However, the story points out, "Using volume as a measure, vodka still remains king. According to DISCUS, the liquor sold 78.1 million cases in 2021, more than double the volume of the next category: premixed cocktails. Tequila and mezcal scored a distant fourth at 26.8 million cases."
- KC's View:
I must admit that sipping tequila is not a habit I've adopted to this point, though certainly the pandemic has given me plenty of reason to. (I think I've pointed out here before that until relatively late in life, I was just a beer and wine drinker, but my adult children have taught me the pleasures of vodka and bourbon. They're not tequila drinkers either, to my knowledge.)
Seems to me that retailers that are able to sell hard liquor may be able to use this trend as a marketing tool - for people like me, who don't know one tequila from another, there would be real value in educational efforts. (Also, depending on where I'm doing the tasting, a Lyft account.)