Cheers Spring 2023 | Page 35

30 % in 2022 . The number-one brand , Ilegal Mezcal , rose a whopping 86 %.
An MRI-Simmons USA National Consumer Study provides some insight on tequila preferences among different consumer demographic groups . The study , which looked at tequila brands that respondents drank in the past six months , found that Cazadores , Herradura and Casamigos were popular among men , while Sauza , Jose Cuervo and Patrón were most favored by women .
Casamigos , Cazadores , Don Julio , Patrón and Sauza were the brands that the Millennials drank most often .
More than two-thirds ( 67 %) of respondents with household income of $ 75,000 or higher said that they drank Casamigos tequila in the past six months , compared with just 7.4 % of those with annual incomes of less
THE TOP FIVE MEZCAL BRANDS ALL INCREASED

MORE THAN 30 %

IN 2022 ; THE TOP BRAND , ILEGAL MEZCAL , WAS UP

86 %

than $ 30,000 . Camerena , Cazadores and Herradura also appeal to higher earners , with 62 %, 60 % and 59 %, respectively , of respondents with income of $ 75,000 or more .
Of all the tequila brands cited , Margaritaville had the highest percentage ( 17 %) of drinkers with annual income of less than $ 30,000 , while 19 % reported income of $ 30,000 to $ 50,000 , and 18 % have annual income of $ 50,000 to $ 74,000 . But as with all of the brands , the plurality ( 46 %) of respondents who drank Margaritaville in the past six months were from the highest-earning consumer group .
LEADING BRANDS OF MEZCAL
( Thousands of 9-Liter Cases )
BRAND
SUPPLIER
2021
2022P
% CHG
Ilegal Mezcal
Bacardi USA
94
175
86.2 %
Del Maguey Mezcal
Pernod Ricard USA
79
110
39.2 %
Banhez Mezcal
CNI Brands
55
73
32.7 %
Casamigos Mezcal
Diageo North America
39
53
35.9 %
Montelobos Mezcal
Campari America
15
20
33.3 %
Zignum Mezcal
Shaw-Ross International Importers , LLC
4
5
18.4 %
Wild Shot Mezcal
Shaw-Ross International Importers , LLC
1
1
4.9 %
Total Leading Brands *
287
437
52.2 %
* Leading brands data provided / tracked by Beverage Information Group
PERCENTAGE OF TEQUILA DRINKERS BY AGE GROUP , TOP BRANDS
( 000 9-Liter Cases )
GENERATIONAL BREAKDOWN
BRAND
GEN Z ( 21-24 )
YOUNGER
OLDER
GEN X
BABY BOOMERS
( 21-24 )
25-34
35-44
( 45-54 )
( 55-74 )
Camarena
2.7 %
16.8 %
12.1 %
35.9 %
31.1 %
Casamigos
10.2 %
38.2 %
21.3 %
18.7 %
10.5 %
Cazadores
4.1 %
28.2 %
30.9 %
20.6 %
12.1 %
Don Julio
8.7 %
26.8 %
26.3 %
20.9 %
14.2 %
1800 Tequila
7.6 %
24.6 %
24.1 %
22.7 %
18.5 %
Herradura
5.5 %
27.2 %
23.0 %
26.0 %
16.7 %
Hornitos ( Sauza )
7.9 %
29.3 %
20.0 %
16.2 %
21.7 %
Jose Cuervo
5.7 %
21.5 %
19.2 %
19.4 %
25.1 %
Margaritaville
8.6 %
20.8 %
20.4 %
17.7 %
31.1 %
Patron
7.2 %
26.1 %
24.8 %
23.3 %
16.2 %
Sauza
6.6 %
21.2 %
29.3 %
21.7 %
17.9 %
Total Tequila
6.5 %
24.2 %
20.6 %
20.9 %
22.9 %
Note : Includes consumers aged 21 and over only . Top brands not by volume .
Source : 2022 Winter MRI-Simmons USA
PERCENTAGE OF TEQUILA DRINKERS BY HOUSEHOLD INCOME , TOP BRANDS
( 000 9-Liter Cases )
HOUSEHOLD INCOME
BRAND
UNDER $ 30K
30-49K
50-74K
75K +
Camarena
12.5 %
13.9 %
11.3 %
62.3 %
Casamigos
7.4 %
13.4 %
12.5 %
66.7 %
Cazadores
13.7 %
12.4 %
13.5 %
60.4 %
Don Julio
15.5 %
17.0 %
17.8 %
49.7 %
1800 Tequila
13.3 %
16.0 %
15.9 %
54.9 %
Herradura
10.0 %
13.6 %
17.0 %
59.4 %
Hornitos ( Sauza )
11.2 %
15.8 %
18.2 %
54.8 %
Jose Cuervo
14.2 %
14.1 %
15.2 %
56.5 %
Margaritaville
16.6 %
19.0 %
18.4 %
46.0 %
Patron
13.5 %
15.8 %
15.9 %
54.8 %
Sauza
9.6 %
12.3 %
16.7 %
61.4 %
Total Tequila
11.8 %
12.9 %
14.9 %
60.3 %
Note : Includes consumers aged 21 and over only . Top brands not by volume . Source : 2022 Winter MRI-Simmons USA
2023 Spirit of Mexico 5