RISING STAR owns it, grew in popularity through sustaining a single, well-made product.
“ At Lalo, everything starts with our 80−proof blanco, it’ s our only core expression and it’ s the heart of the brand,” says González“ We’ ve always believed that blanco is one of the most authentic ways to enjoy tequila because it allows the flavor of the agave to shine, and that focus has paid off.”
“ We’ ve also started introducing limited-edition High Proof releases, which have been successful,” he adds.“ The most recent, the 2025 High Proof, stood out in particular because it was our first distilled-to-proof tequila. It comes straight from the still with no water added after distillation, resulting in an expression that captures the aromas and flavors of our distillery in their most authentic form.”
Consistency and quality have helped drive the modern Mexican spirits boom, as superbly made products have helped erase old, outdated consumer misconceptions about the nature of the category.
“ Ilegal Mezcal has continued to thrive over the past year by proving that scale and integrity don’ t have to be mutually exclusive,” Rexer says.“ The brand has expanded meaningfully while staying true to its roots— its artisanal production methods, its commitment to social impact and its dedication to honoring and preserving the rich heritage behind mezcal.”
“ Rather than chasing growth at any cost, Ilegal has stayed focused on doing things the right way, and that consistency has paid off,” Rexer adds. Likewise for Don Julio.“ Founded by Don Julio González, who helped pioneer many of the standards that define modern tequila, the brand has long been synonymous with quality,” says Harris.“ Notably, Tequila Don Julio was among the first to age reposado longer than industry standards, making it a cornerstone of both our history and trademark profile.”
“ Today, that legacy continues to drive performance,” she adds.“ As consumers trade up within tequila and as aged spirits drinkers from categories like whiskey and Cognac enter the space, Tequila Don Julio 1942 and Reposado remain a standout in our portfolio. Its balance of approachability and complexity makes it a natural bridge into aged tequila.”
FLAVORS ATTRACT ATTENTION
Among the more cited, positive trends among Gen Z consumers is their taste for flavorful products. Younger generations, in general, seem to gravitate towards products that offer more flavor.
“ What truly sets Código apart is its approach to aging. Each aged expression rests exclusively in Napa Valley cabernet barrels, a distinctive choice that delivers incredible liquid while deepening the story behind it,” says Ibarguen. As a result, products like our Reposado tequila deliver something to consumers that’ s premium, a little unexpected, and worth sharing.”
This trend has seen the vodka category come full circle back to flavors, after the damaging oversaturation in past years hurt sales. Now, flavors are back in, especially when done thoughtfully( as opposed to confectionary).
“ Smaller formats have been a major success for us as consumers continue to explore the category, They provide an accessible entry point, inviting more people to discover Código for the first time.”
– Sarah Ibarguen, senior brand manager for the Pernod Ricard
“ We saw strong momentum from the launch of Haku Yuzu Flavored Vodka in fall 2025,” says a spokesperson from The House of Suntory.“ The bright citrus of yuzu paired with our smooth rice vodka opened new opportunities in the flavored vodka segment, inviting consumers to experience Japanese flavor and craftsmanship in a new way.”
“ The release builds on Haku’ s Japanese identity by incorporating one of the country’ s most beloved citrus fruits, offering a bright, aromatic flavor that works seamlessly in cocktails,” the spokesperson continues.“ This launch coincided with the growing consumer interest in Japanese flavors, especially in cocktails.”
Other brands have reported rising consumer interest in specific flavors and premium products.
While we’ re not able to share specific sales figures, Reposado was a key growth driver for us," says Needham of Cazadores. " That reflects a broader shift we’ re seeing in the category overall, where consumers are increasingly willing to invest in higher-quality expressions and are gravitating toward more premium profiles, particularly within aged tequilas."
www. beveragedynamics. com Summer 2026 • Beverage Dynamics 23