8 Category Trends
the U . S . hospitality industry just as these businesses continue their long recovery from the pandemic . As President Trump comes into office , we urge all of governments to work together to reach an agreement that ensures tariffs are not imposed on spirits products .
Echoing his concerns is Dina Opici , Wine & Spirits Wholesalers of America chairwoman and president of Opici Family Distributing .
“ Wine & Spirits Wholesalers of America ( WSWA ) are deeply concerned about President Trump ’ s announcement of a proposed 25 % tariff on goods from Mexico and Canada ,” Opici says , in a press release . “ These tariffs pose a significant threat to an industry already grappling with declining Dina Opici volumes and rising costs .
Opici expressed concern that these proposed tariffs on goods from Mexico would upend the premiumization and innovation that have driven recent growth in the tequila industry , to the detriment of bars , restaurants and retailers nationwide . She also worried that Canadian whisky , already facing headwinds , would suffer further under the proposed tariffs .
“ The wine and spirits industry is built upon products with unique origins , crafted by producers whose authenticity resonates with consumers ,” Opici says . “ These proposed tariffs would undermine this authenticity by disrupting the critical role imports play in our market and limiting consumer access to the distinctive products consumers know and love .”
“ Beyond our industry , the ripple effects of such tariffs would extend to consumers , retailers and the recovering hospitality sector – increasing costs at a time when affordability is essential ,” she adds . “ These broad economic consequences jeopardize the stability and growth of our industry and threaten the livelihoods of those it supports . Now more than ever , it is vital to advocate for policies that sustain the wine and spirits industry , protect American jobs , and maintain a healthy market .”
TEQUILA SHINES
The tequila craze may be cooling , but on-premise experts expect demand for the agave spirit to continue at bars and restaurants . The popular styles and brands of tequila may shift , as many predict a continued rise in mezcal and other related spirits .
Brands from lesser-known craft producers and additive-free tequilas will gain ground in 2025 , although supply issues and the threat of tariffs on products from Mexico could create problems for on- and off-premise operators .
The tequila and agave spirits boom shows no signs of slowing down , says Nick Porpiglia , director of food & beverage at The Ned NoMad in New York . “ What ’ s emerging now is a shift : Consumers who were once loyal to mainstream brands are increasingly exploring options from smaller , lesser-known distillers ,” he says .
These craft producers place a strong emphasis on capturing the unique nuances of flavor profiles and terroir , Porpiglia says . They ’ re also offering distinctive expressions such as cristalino and rosé tequila “ that are gaining attention for their complexity and originality .”
Cocktail drinkers will become increasingly interested in exactly what is in their spirits , predicts Gabe Sanchez , cocktail expert at Midnight Rambler at The Joule in Dallas . “ The flavoring agents ,
Gabe Sanchez , cocktail expert at Midnight Rambler at The Joule in Dallas , predicts increased consumer interest in additive-free tequila .
mouthfeel additives and distilling shortcuts will face greater scrutiny going forward .”
For example , Sanchez says , the influx of celebrity tequila brands has brought many new drinkers to the agave world . “ But there will be a significant push by consumers toward additive-free tequila .”
MEZCAL MOMENTUM
Tequila has been taking the on-premise by storm for years now , “ and I don ’ t think it ’ s stopping ,” says Daniel King , restaurant and bar manager at Evelyn ’ s at Hutton Hotel in Nashville , TN . And as tequila grows , “ it ’ s really clearing the way for artisanal mezcal to ride its coattails .”
Mezcal can be a bit intimidating to many drinkers , “ and has been wrongly labeled — in my opinion — as a one-trick smoke bomb ,” King says . “ While some brands fit that description , there is a whole world of complexity and diversity waiting to be discovered . I know mezcal has been a growing part of the discussion for years , but I believe that will continue as long as tequila continues to dominate the international spirits market .”
Indeed , mezcal is “ the smoky bad boy of the bar world ,” says Niko Novick , executive of beverage at Superfrico in the Cosmopolitan of Las Vegas . “ With so many varietal options , its intense flavors and mysterious nature make every sip versatile enough to stir endless conversations with your palate , unlike tequila , which is made from only one varietal and just wants to party .”
On the other hand , “ tequila ’ s cool , rebellious cousin , raicilla , is about to blow up ,” Novick says . “ This lesser-known agave spirit is about to make mezcal look mainstream . It ’ s smoky , earthy , with just a little bit of mystique — perfect for drinkers who are ready to move beyond the usual suspects .” •
20 Beverage Wholesaler • Spring 2025 www . bevwholesaler . com