{"id":1311,"date":"2023-01-31T17:49:02","date_gmt":"2023-01-31T17:49:02","guid":{"rendered":"https:\/\/aptdconsulting.com\/the-hype-of-agave-based-spirits\/"},"modified":"2023-04-12T11:09:08","modified_gmt":"2023-04-12T11:09:08","slug":"the-hype-of-agave-based-spirits","status":"publish","type":"post","link":"https:\/\/aptdconsulting.com\/fr\/the-hype-of-agave-based-spirits\/","title":{"rendered":"The hype of Agave-based spirits"},"content":{"rendered":"

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The hype of agave-based spirits<\/h1>\n<\/h1>\n
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31 January 2023<\/p>\n<\/div>\n

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In 2021 Tequila\/Mezcal was the second-fastest growing spirits category by volume and revenue in the U.S. market. The same year, the category accounted for nearly 30% of the total increase in spirits revenue in the U.S.<\/h5>\n

The tequila market itself is projected to register a CAGR of 10.5% for the forecast period 2022-2027. Tequila stands for 80% of total agave-based spirit exportation, then follows mezcal. The U.S. is the biggest market for 8 bottle out of 10 have been sold in the country. The Mezcal category is also booming: if in 2011 less than 70 brands were registered, Mexico exports nowadays more than 300 brands to 70 countries.<\/p>\n

The fastest growth of the agave spirits category is High-End and Super Premium brands. According to the U.S. Distilled Spirits Council, High-End brands have grown more than 800% in volume for the past two decades and Super Premium Tequila volumes have skyrocketed 1330% accounting today for 7.1 million 9-liter cases.<\/p>\n

What are the key factors shaping the consumer interest and driving the category forward?<\/h2>\n

First, agave-based spirits are one of the oldest distilled spirits as first modern production goes back 400 years ago. While production of agave-based spirits is now industrial, many still are small-batched and hand-crafted in respect to the traditional ways.<\/p>\n

Second, the mixability and easy use of these spirits in On-Trade venues or at-home cocktails have significantly raised consumer interest. Not only do most of agave-based spirits could be consumed through shots but also is mixology playing a large part in their democratization. Margarita is not anymore the only way to sip Tequila as numerous refined and complex cocktail recipes have been flourishing in premium On-Trade venues. In the past years, Tequila has seen a large range extension (Cristalino, Rosa) appealing to shifting customers\u00b4 preferences. Also, many RTDs are now also using agave as spirit base which largely helps raising awareness and volumes globally.<\/p>\n

Finally, celebrities have largely participated to the rise of the category by buying and endorsing agave-based spirits in the past years. Casamigos Tequila success story (founded in 2013 by actor George Clooney and sold to Diageo for US$1 billion only 4 years later) has paved the way for other influent personality\u00b4s investments into the category.<\/p>\n

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Dwayne Johnson (The Rock) holding a bottle of Teremana Tequila<\/em><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/figure>\n<\/div>\n

Some of premium brands endorsed by celebrities have participated to boosting both consumer interest and foreign investments into the category:<\/p>\n