{"id":100418,"date":"2025-02-21T00:11:43","date_gmt":"2025-02-21T00:11:43","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-22\/"},"modified":"2025-02-21T00:11:43","modified_gmt":"2025-02-21T00:11:43","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-22","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=100418","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"


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\n

Impact Databank: Don Julio, Lunazul, Espol\u00f2n Drive Growth In Tequila<\/h2>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFebruary 20, 2025<\/a><\/span><\/p>\n

Tequila continues to be among the best-performing areas of the drinks market. While the category slowed a bit last year, it still grew 2.5% to 31.5 million 9-liter cases, according to Impact Databank, propelled by rapid gains for leading brands including Don Julio, Lunazul, Espol\u00f2n, Teremana, and Cazadores.<\/p>\n

Proximo-owned Jose Cuervo continues to lead the Tequila category overall at 4.92 million cases after a 2% decrease in 2024. Within the brand family, the 100%-agave Jose Cuervo Tradicional tier grew strongly last year, boosted by rising sales in the on-premise, as did the upscale Reserva de la Familia label. Elsewhere in the Proximo Tequila stable, 1800 dipped slightly, but remained above the 2-million-case threshold to lead the up-and-coming $25-$40 Tequila segment.<\/p>\n

Don Julio vaulted into the second position among all Tequilas in 2024 as it rode growth in its Reposado expression to an increase of almost 1 million cases for the year. \u201cThere is a lot of runway for growth,\u201d Diageo CEO Debra Crew recently told analysts. \u201cHousehold penetration of Tequila is 33%; Don Julio only has household penetration of 5%, so there\u2019s lots of opportunity to build.\u201d With the growth of Reposado, along with high-end A\u00f1ejo Don Julio 1942, 80% of the brand is now in its aged expressions, Crew added.Portfoliomate Casamigos, which skews more to the Blanco segment, faced a tougher road last year, falling 19% in volume terms. \u201cWe are launching a new campaign on Casamigos,\u201d said Crew. \u201cIn stores where we have actually implemented the right pricing strategy, we are seeing improvements. We also have distributed the 375ml and 175ml sizes. Those SKUs are growing as well and helping us stem some of the losses on Casamigos.\u201d<\/p>\n

Bacardi-owned Patr\u00f3n continues to target the ultra-premium tier of the category, now ranking third overall behind Jose Cuervo and Don Julio. Roberto Ramirez Laverde, who formerly headed up the Bacardi brand, recently transitioned to become SVP, Patr\u00f3n and Agaves at the company, taking on responsibility for Cazadores Tequila and Ilegal Mezcal in addition to Patr\u00f3n. While Patr\u00f3n slipped 6% in volume last year, Bacardi\u2019s Cazadores label jumped 11% to 920,000 cases.<\/p>\n

Heaven Hill\u2019s Lunazul was among the fastest-growing brands in the category in 2024, adding nearly a half-million cases in volume to surpass 1.7 million cases. The brand debuted a \u201cLook to Luna\u201d ad campaign last year positioning Lunazul as the \u201cbest quality Tequila at an approachable price.\u201d<\/p>\n

Espol\u00f2n, from the Campari portfolio, also rose by double-digits, continuing its strong run of the past few years. Espol\u00f2n has expanded by more than 600,000 cases in the U.S. since 2021. Similarly, the Teremana brand founded by Dwayne \u201cThe Rock\u201d Johnson and partners kept up its momentum, reaching the 1.1-million-case mark in 2024 on a 10.5% increase.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Top 10 Tequila Brands In the U.S.1<\/sup>
<\/strong>(millions of 9-liter cases)<\/small><\/td>\n<\/tr>\n<\/thead>\n
Rank<\/th>\nBrand<\/th>\nImporter<\/th>\n2023<\/th>\n2024E<\/th>\nPercent
Change2<\/sup><\/th>\n<\/tr>\n
1<\/td>\nJose Cuervo<\/td>\nProximo<\/td>\n5.02<\/td>\n4.92<\/td>\n-2.0%<\/td>\n<\/tr>\n
2<\/td>\nDon Julio<\/td>\nDiageo<\/td>\n2.40<\/td>\n3.35<\/td>\n39.5%<\/td>\n<\/tr>\n
3<\/td>\nPatr\u03ccn<\/td>\nBacardi<\/td>\n2.60<\/td>\n2.45<\/td>\n-6.0%<\/td>\n<\/tr>\n
4<\/td>\n1800<\/td>\nProximo<\/td>\n2.10<\/td>\n2.05<\/td>\n-2.5%<\/td>\n<\/tr>\n
5<\/td>\nCasamigos<\/td>\nDiageo<\/td>\n2.45<\/td>\n2.00<\/td>\n-18.5%<\/td>\n<\/tr>\n
6<\/td>\nLunazul<\/td>\nHeaven Hill<\/td>\n1.27<\/td>\n1.74<\/td>\n37.7%<\/td>\n<\/tr>\n
7<\/td>\nEspol\u00f2n<\/td>\nCampari<\/td>\n1.37<\/td>\n1.58<\/td>\n15.4%<\/td>\n<\/tr>\n
8<\/td>\nHornitos<\/td>\nSuntory<\/td>\n1.73<\/td>\n1.57<\/td>\n-9.5%<\/td>\n<\/tr>\n
9<\/td>\nTeremana<\/td>\nMast-J\u00e4germeister<\/td>\n1.00<\/td>\n1.11<\/td>\n10.5%<\/td>\n<\/tr>\n
10<\/td>\nCazadores<\/td>\nBacardi<\/td>\n0.83<\/td>\n0.92<\/td>\n11.0%<\/td>\n<\/tr>\n
Total Top 103<\/sup><\/th>\n20.77<\/td>\n21.68<\/td>\n4.4%<\/td>\n<\/tr>\n<\/tbody>\n
1 excludes RTDs
2 based on unrounded data
3 addition of columns may not agree due to rounding
\n<\/small><\/p>\n

Source: IMPACT DATABANK \u00a9 2025<\/strong><\/small><\/p>\n<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n

Subscribe to Shanken News Daily\u2019s Email Newsletter, delivered to your inbox each morning.
\n<\/a><\/p>\n

Tagged : Cazadores<\/a>, Don Julio<\/a>, Espol\u00f3n<\/a>, Jose Cuervo<\/a>, Lunazul<\/a>, Patr\u00f3n<\/a>, Teremana<\/a><\/span><\/p>\n

GET YOUR FIRST LOOK AT 2024 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2024 IMPACT DATABANK REPORTS<\/span>. CLICK HERE.<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Impact Databank: Don Julio, Lunazul, Espol\u00f2n Drive Growth In Tequila February 20, 2025 Tequila continues to be among the best-performing areas of the drinks market. While the category slowed a bit last year, it still grew 2.5% to 31.5 million 9-liter cases, according to Impact Databank, propelled by rapid gains for leading brands including Don […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-100418","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"\nExclusive news and research on the wine, spirits and beer business - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=100418\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Impact Databank: Don Julio, Lunazul, Espol\u00f2n Drive Growth In Tequila February 20, 2025 Tequila continues to be among the best-performing areas of the drinks market. 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