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100%-Agave Tequilas Surge 15%, Continuing Double-Digit Growth Trend

January 18, 2019

Tequila exports to the U.S. increased 7% to 20.4 million cases in 2018, according to recently released statistics from the Consejo Regulador del Tequila. The 100%-agave segment continues to drive growth, with its exports to the U.S. rising 15% last year to 11.7 million cases, accounting for over 57% of all Tequila shipments. As recently as 2010, 100%-agave shipments to the U.S. had only a 38% share of the category.

Upscale brands ($40 and above a 750-ml.) have propelled Tequila’s expansion for much of this decade, and now account for more than 20% of category volume in the U.S., according to Impact Databank. That compares with a 13% share 10 years ago.

Bacardi-owned Patrón, by far the upscale Tequila leader, rose an estimated 5.5% to 2.6 million cases in the U.S. in 2018, overtaking Sauza to become the second-largest brand in the Tequila category overall. Fellow luxury labels Don Julio and Casamigos—both from the Diageo portfolio—also posted impressive gains. Don Julio grew 24% to 670,000 cases in the U.S. last year, while Casamigos jumped 69% to 330,000 cases. The U.S. market accounted for over 82% of global Tequila exports last year.—Juan Banaag

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