In 2023, tequila (and mezcal) sales skyrocketed 7.9%, up $476 million, to a total revenue of $6.5 billion.
Over the years, tequila has evolved from being a low-price shot to a more premium option used in cocktails and high-end sipping. Tequila has an association as an affordable luxury, and many brands are aligned with celebrities, leading to lifestyle-oriented marketing.
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