Tequila used to be a shot-type drink. Tequila, mezcal and other agave-based spirits have become bar staples. Their wide variety of flavors appeal to consumers.
Tequila is also popular because of its Mexican roots. This has been a major factor in the growth of celebrations like Cinco de Mayo. Celebrities like George Clooney have helped increase the popularity of tequila.
Old friends with a new twist
Cocktails traditionally made with spirits other than tequila can take on a whole new flavor.
Agave expert Deano Montcrieffe of the Tequila Institute says many people think tequila can only be enjoyed neat, or in cocktails like Margaritas or Palomas. Diageo Bar Academy.Agave, however, can add depth to familiar and overused recipes when substituted for base alcohols.
For example, a Don Julio White Negroni uses Diageo Don Julio Tequila in place of Gin “for an exciting new twist with vegetal nuances.”
Bacardi has also noticed the trend: “Bartenders are using the agave-based beverage in classic cocktails like the Negroni and Espresso Martini – which are traditionally made with gin or vodka, respectively,” says the spirits company’s recent cocktail trends report.
Rock and Roll Hall of Famer Sanny Hagar also launched the "mezquila",Tequila cocktails don't have to be limited to the usual comfort zone.
Don't forget the classics!
Margaritas were the drink of choice. Most Popular Cocktail in the United States by 2023According to Nielsen IQ data.
It has been the most popular cocktail since market analysts began keeping statistics in 2015. This trend is not temporary.
Another popular cocktail is the Paloma, which features tequila with grapefruit juice and lime. Don't forget the Tequila Sunrise, another popular version.
Expect to see classic cocktails elevated with premium ingredients and new variations (think spicy margarita).
Social media is full of images of drinks like tequila sunrise, palomas and margaritas.
The Spicy
The first was the spicy cocktail. As the spicy food and drink trend spreads, tequila's Mexican roots fit perfectly into this new trend.
Diageo’s Flavor Forecast 2024 identifies spicy as one of its top trends. Jalapeno is a popular ingredient in many products. "powerful ingredient"According to a study by Diageo, discussions about cocktails on social networks are increasing in Canada (+27 %) and in the United States (+25 %).
Bartenders often use Italian chili peppers along with Habanero and Aji Amarillo to create a variety of Latin flavors.
4 Premium
According to the Bacardi Global Ambassador Survey, more than 78,133 respondents consider tequila to be the most popular premium choice across all regions.
Premium and super premium tequila brands emphasize their provenance, quality and aging process, while luxury tequilas are often endorsed by celebrities and come in artisanal containers.
Tequila cocktails will be enhanced with premium expressions.
4) RTD
RTDs are growing in popularity and tequila has become a popular alcohol base.
White Claw and White Claw Tequila smash, as well as Truly Tequila soda will be the biggest trends in 2024.
RTDs take the flavor experiences that are made behind closed doors and capture them in portable, convenient formats.
White Claw Tequila Smash comes in four different tequila-centric flavors: Strawberry Guava, Pineapple Passion Fruit, Mango Tamarind, and Prickly Pear Lime.
6) Tequila Highballs
Highballs are typically longer drinks, mixed in tall glasses with more carbonated drinks.
Tequila highballs are popular, thanks to their simple recipe and more moderate strength.
Ranch water is a favorite among Texans, made with blanco tequila and lime juice, along with sparkling mineral waters. Coca-Cola and other big names (like Pepsi) are popular.Topo Chico Ranch WaterConstellation Brands (Modelo Ranch Water) and a number of other companies are supporting the growth of this format.
No and weak
According to IWSR analysts, the non-alcoholic/low-alcohol market continues to grow in the United States. It witnessed a CAGR of volume growth (+25%) from 2019 to 23 with a forecast of an additional CAGR of +15% (2023-2027).
The younger generation is more likely to moderate their consumption and be open to low- or no-alcohol drinks.
Punta Santos was launched in the U.S. last year with an ABV of 28 %, compared to 40 to 50 % ABV for most tequilas. That also works out to 77 calories per serving (compared to about 98 calories for a full proof).
This drink is intended for those who wish to enjoy the aroma, taste and flavor of premium tequila while reducing their alcohol consumption.
Blake Lively's Betty Booze is celebrating National Tequila Day by offering tequila-infused canned drinks, at 4.5 % ABV.
It also markets its Betty Buzz mocktails. These mixers and recipes allow drinkers to create their own cocktail with any amount of alcohol they choose. For example, make a spicy and bubbly mock-arita using Betty Buzz Spicy Lemon, lime juice, jalapeno and tajin.
8) Aged in barrels
The barrel aging process gives tequilas a complex flavor. Bartenders are increasingly using it to add complexity to their cocktails.
Reposados are aged for up to a year in oak barrels. They are relatively affordable and a favorite among bartenders. Anejo is a tequila aged for one to three years in oak barrels.
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