The OPM solution, which delivers expert monthly insights into the out-of-home drinks landscape across the US, shows tequila sales by value rose by 0.7% in the 12 months to end-February. This came despite a 1.7% drop in volumes and was powered by a 6.7% rise in distribution points—a sign of its growing popularity as a stocking choice.
Tequila now commands 23.5% of all On Premise spirits sales volumes. This is a year-on-year increase of 0.8 percentage points, after tequila took share from other spirits categories.
OPM’s breakdown of the tequila market indicates high demand for premium brands in bars and restaurants, despite ongoing pressure on consumers’ spending. Premium and ultra tiers added 0.9 and 1.4 percentage points of total tequila volumes over the 12-month period.
Growth has also been driven by Reposado tequila, which has gained 2.0 percentage points of share at the expense of Blanco and Gold Especial, which lost 1.5 and 0.9 percentage points. Nevertheless, Blanco remains the US’ top tequila, with well over half of total volumes.
CGA by NIQ’s OPM service provides valuable state-by-state analysis of tequila sales, helping suppliers adapt to demand and localize promotional strategies. It indicates particularly sharp growth for Reposado in states including Florida and New York, having added 3.3 percentage points of share in each.
Matthew Crompton, CGA by NIQ’s VP On Premise – North America, said: “Tequila has been a standout spirit in the US On Premise for some time now. Our sales and share figures suggest demand should remain strong throughout 2025, while the sharp rise in distribution points shows the scale of opportunity for brands to gain listings. However, a contraction in volumes shows loyalty can’t be taken for granted, and economic concerns make consistent delivery of both value and quality essential. All suppliers will need to stay right on top of sales trends and consumers’ preferences—which makes our data the ideal bedrock on which successful tequila strategies can be built.”
CGA’s OPM solution delivers in-depth intelligence on the Tequila category across the US On Premise, with expert analysis by channel, sub-category, state and much more. Click here to download more information. To discover more about the service and opportunities for bespoke analysis, click here and contact the CGA by NIQ team or visit https://cgastrategy.com/unlock-the-potential-of-opm.
