“ What’ s really driven consumer interest is our lifestyle approach,” says Lalo González, co-founder and maestro tequilero.
RESILIENT BRAND
DISTILLED SPIRITS RESILIENT BRANDS( 000 9-Liter cases)
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’ 23 /’ 24 |
Brand |
Supplier |
2023 |
2024p |
% Chg |
Don Q Reserva 7 Serrallés USA 3,821 4,383 14.7 % Angel ' s Envy Bacardi USA 299 317 6.0 % Patron Reposado Bacardi USA 242 261 7.9 % Appleton Campari America USA 209 245 17.2 % Grey Goose Flavored Vodka Bacardi USA 96 128 33.3 % Codigo 1530 Pernod Ricard USA 89 94 5.6 % Patron Citronge Bacardi USA 54 83 53.7 % Ron Barcelo Shaw-Ross Int ' l Importers 80 82 2.5 % Ilegal Mezcal Bacardi USA 64 71 10.9 % Drumshanbo Gunpowder Irish Gin Palm Bay International 65 69 6.2 % Haku Suntory Global Spirits 47 49 4.3 % Don Q Coco Rum Serrallés USA 42 43 2.4 % Pallini Limoncello Lucas Bols Company 36 40 11.2 % Beluga Vodka Noblewood Spirits 26 30 15.4 %
( p) Preliminary.(++%) Greater than 100 %.
at a bar or in a store.” Tres Agaves Tequila, which took home a Fast Track award, acted similarly in
2025 to much success.
“ Key trends shaping the business include premiumization within tequila, growing consumer interest in clean-label and organic products, and the continued importance of cocktail culture and experiential discovery, especially on premise,” explains Brie Wohld, vice president of marketing for Trinchero Family Wine & Spirits, which owns the tequila brand.
“ Consumers are increasingly trading up for brands that align with their values, and Tres Agaves is well-positioned as both approachable and premium,” she adds.“ Our Agave Nectar, in particular, has seen significant growth as consumers seek natural sugar alternatives.”
A category pioneer that has helped shape the modern premium tequila market, Patrón continues to help define the industry standard. The Bacardi-owned brand garnered a pair of Resilient Brands from its 2025 sales numbers.“ Patrón succeeded over the past year by staying true to who we are, while showing up in culture in bold ways, such as turning a potential crisis into a creative opportunity,” says Roberto Ramirez-Laverde, global SVP, Patrón Tequila.“ When we launched our‘ 100 % Additive-Free” campaign— highlighting that our tequila is made with just three natural ingredients— it sparked pushback from the CRT( Consejo Regulador del Tequila, the regulatory body that oversees tequila production and certification in Mexico), which temporarily evoked Patrón Tequila’ s export certificate and halted U. S. imports for four days. Instead of backing down, we responded with our bold‘ Censored Truth’ campaign, using redactions and bleeps to creatively communicate our commitment to transparency while generating curiosity and conversation.”
SOCIAL MEDIA MATTERS
Naturally, those conversations spilled into social media, where consumers increasingly spend most of their time( and money). Here, Patrón leaned into its Censored Truth campaign, as well as a different program centered around a beloved filmmaking celebrity.
“ One of the standout marketing efforts for us is the launch of our new global brand campaign with the debut of The Perfect Pour, a cinematic short film created in collaboration with acclaimed director Guillermo del Toro,” says Ramirez-Laverde.“ What we set out to do was build on the momentum of‘ Censored Truth’, but tell our story in a more emotional, cinematic way." www. beveragewholesaler. com Summer 2026 • Bevearge Wholesaler 7