CGA’s On Premise Measurement (OPM) solution shows tequila sales over the last 12 months have totalled £261m. They grew by 6.0% over the last quarter, adding 0.3 percentage points to tequila’s share of spirits. Here are five of CGA’s deep insights into the category to help manufacturers and suppliers keep up the sales momentum in the run-up to Christmas and beyond.
1 Blanco the top choice
Blanco attracted 60.1% of tequila sales by value over the last quarter—up by 2.1 percentage points year-on-year. Growth has been at the expense of Reposado, which saw share slip by 1.5 percentage points to 36.4%. Mezcal accounts for 1.5%, up by 0.4 percentage points.
2 Strong growth in premium
Tequila sales grew through all On Premise channels in the last quarter, with independent operators particularly buoyant. More than a third (35.0%) of sales flowed through outlets in CGA’s ‘gold’ category—growth of 4.4 percentage points and proof of tequila’s appeal as a premium option. More than three quarters (77%) of tequila drinkers say they are likely to pay more for a better quality drink—31 percentage points more than the British average.
3 A young and engaged drinker profile
CGA’s consumer research shows sales are skewed towards younger and urban On Premise users. Two thirds (66%) of tequila drinkers are aged 18 to 34, while more than half (52%) live in city centres. They are regular visitors to pubs, bars and restaurants too, with nearly three quarters (72%) drinking out weekly—more than double the British average.
4 A shift to earlier dayparts
Tequila has long been associated with high-tempo occasions, and CGA’s latest On Premise User Survey (OPUS) found these and after-work drinks over-index by 26 and 22 percentage points for tequila consumption. Two in five (43%) now drink it on late-night visits, but with many consumers now going out earlier, this is down by 5 percentage points year-on-year. Late-evening is the most popular daypart, with 59% of tequila drinkers choosing it then—up by 4 percentage points.
5 Shots lead but cocktails rising
CGA’s BrandTrack research indicates that more than two in five (42%) consumers drink tequila in shot form—much more than the 24% who choose it in a cocktail. However, CGA’s Mixed Drinks Report suggests cocktail consumers are becoming more engaged with the spirit, and nearly a third (31%) have chosen a tequila-based type—5 percentage points more than a year ago. The Margarita, Tequila Sunrise and Paloma have all increased in popularity.
CGA’s unique combination of sales measurement services and consumer research delivers unrivalled insights into the tequila category in Britain’s On Premise. It provides deep insights into consumers’ engagement by type, channel, occasion and much more, helping manufacturers, suppliers and venues capitalise on growth opportunities. To learn more, contact the CGA team.
