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Upscale Tequilas Abound Among Impact’s “Hot Prospect” Spirits Brands

September 30, 2020

Six Tequilas and one mezcal brand recently earned Impact “Hot Prospect” honors, giving agave spirits a strong presence among the most promising brands in the industry. To earn honors, brands must have grown by at least 15% for 2019, while also showing consistent growth in the two preceding years, with volume between 50,000 and 200,000 cases. This year’s winners demonstrate the ongoing premiumization trend within agave spirits; the majority of the Hot Prospect Tequilas are super-premium or luxury priced, and all are made from 100%-agave.

Diageo leads the way among Hot Prospect Tequilas with Reserva de Don Julio Añejo. The luxury-priced Tequila reached 139,000 cases on 24% growth last year, according to Impact Databank. Younger sibling Reserva de Don Julio Reposado also earned honors at 111,000 cases, matching the Añejo’s percentage growth. The brand’s ultra-luxury priced 1942 expression likewise made this year’s Hot Prospects list, sitting just under 100,000 cases. Don Julio continues to be one of the main drivers of upscale Tequila’s overall growth, with the brand up 26% in Diageo’s fiscal year ended in June.

Proximo’s Gran Centenario appears poised to surpass 100,000 cases this year after jumping 31% in 2019. Super-premium Gran Centenario expanded at the high end with a luxury-priced offering, Leyenda, last fall, and yesterday the brand announced a multi-year deal to become the official Tequila of the Mexican national soccer team’s U.S. tour. Milestone Brands’ Dulce Vida Tequila earned Hot Prospect honors for the first time as did Constellation’s Mi Campo, with both labels topping 50,000 cases.—Shane English

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