With the staggering production of over 785 million liters of certified tequila in 2022 alone, the industry is not just booming—it's rewriting the rules of global spirits.
Key Takeaways
- In 2022, Mexico produced 785.5 million liters of certified 100% agave tequila
- Tequila production increased by 15.5% from 2021 to 2022, reaching a record high
- Over 2,000 tequila brands are registered with the Tequila Regulatory Council (CRT)
- US consumption of tequila reached 300 million liters in 2022
- Tequila sales in the US grew 17% in value to $6 billion in 2022
- Premium tequila segment (> $25/bottle) is 40% of US sales volume
- Mexico tequila exports value reached $3.2 billion in 2022
- US imported 85% of Mexico's tequila exports in 2022 (320 million liters)
- Tequila exports grew 14% in volume and 20% in value in 2022
- Tequila market revenue in Mexico $4.5 billion in 2022
- Tequila industry employs 55,000 direct jobs in Mexico
- Agave farmers (campesinos) number 15,000, generating $500 million
- Tequila market projected to grow at 6.5% CAGR to 2028
- Premiumization trend: 50% sales growth in super-premium 2018-2022
- RTD cocktails with tequila up 100% since 2020
Tequila production and exports hit record highs thanks to booming global demand.
Consumption
- US consumption of tequila reached 300 million liters in 2022
- Tequila sales in the US grew 17% in value to $6 billion in 2022
- Premium tequila segment (> $25/bottle) is 40% of US sales volume
- Millennials account for 55% of tequila drinkers in the US
- Global tequila consumption hit 500 million liters in 2022
- US imports 80% of all exported tequila
- Tequila RTDs (ready-to-drink) sales up 50% YoY in 2022 US
- Women represent 45% of tequila consumers, up from 30% in 2015
- Average US consumer drinks tequila 4 times per month
- Mexico domestic consumption is 15% of production, about 100 million liters
- Europe tequila consumption grew 25% 2020-2022 to 50 million liters
- Cocktail consumption drives 70% of US tequila sales (margaritas etc.)
- Super-premium tequila (> $50) sales up 30% in 2022
- Gen Z tequila trial rate up 40% since 2020
- Tequila now 3rd largest spirits category in US by volume
- Organic tequila consumption doubled 2019-2022
- UK tequila sales volume 15 million liters in 2022, up 20%
- 25% of US consumers prefer añejo tequila
- Tequila seltzers/RDTs reached $500 million sales in 2023 H1
- Australia consumption 5 million liters, growing 15% annually
- Hispanic consumers 60% of US tequila drinkers
- Home consumption of tequila up 35% post-COVID
- Blanco tequila 50% of US consumption share
- Tequila festival attendance 1 million globally in 2022
- Average consumption per capita in US: 0.8 liters annually
- Reposado 30% of consumption in premium segment
Consumption Interpretation
Americans are no longer just shooting cheap tequila; they are now sipping premium expressions in sophisticated cocktails at home, a lucrative shift driven by millennials and women that has turned the spirit into a global powerhouse.
Economic
- Tequila market revenue in Mexico $4.5 billion in 2022
- Tequila industry employs 55,000 direct jobs in Mexico
- Agave farmers (campesinos) number 15,000, generating $500 million
- Tequila contributes 2% to Jalisco's GDP ($1.2 billion)
- Global tequila market value $12.5 billion in 2023
- US tequila market size $7.5 billion in 2022
- Average retail price US: $25 per 750ml bottle
- Tequila taxes in Mexico generate $800 million annually
- Investment in new distilleries: $500 million 2020-2023
- Export revenue growth 22% to $4 billion forecast 2023
- 70,000 indirect jobs from tourism and supply chain
- Premium segment revenue 60% of total market value
- Tequila RTD market $1.2 billion globally 2023
- Brand valuation: Patron $2 billion
- Jose Cuervo revenue $1.5 billion from tequila 2022
- Agave supply chain costs 40% of production expenses
- Tourism from tequila trail: 10 million visitors, $1 billion spend
- Global market CAGR 7% 2023-2030 to $20 billion
- Sustainability investments $100 million annually
- E-commerce tequila sales up 40% to $1 billion US 2022
Economic Interpretation
While the global tequila boom creates a $12.5 billion party, it’s sobering to realize that the 15,000 campesinos who grow its heart are the vital but comparatively modest foundation of an industry where premium bottles and tourism now drive the narrative.
Exports
- Mexico tequila exports value reached $3.2 billion in 2022
- US imported 85% of Mexico's tequila exports in 2022 (320 million liters)
- Tequila exports grew 14% in volume and 20% in value in 2022
- Europe received 40 million liters of tequila exports in 2022
- Average export price per liter: $8.30 in 2022, up from $7.20
- China tequila imports up 50% to 2 million liters in 2022
- UK imported 12 million liters, value $120 million in 2022
- Total tequila exports from Mexico: 428 million liters in 2021
- Premium tequila exports up 25% YoY to US
- Australia imports 4 million liters annually, growing 18%
- Canada tequila imports 25 million liters, $250 million value
- Brazil emerging market with 1.5 million liters imported 2022
- Duty-free tequila sales at airports: 5 million liters globally
- 100% agave tequila exports: 110 million liters in 2022
- Korea imports doubled to 1 million liters in 2022
- EU tequila import tariffs reduced to 0% post-trade deal
- Top export brand: Jose Cuervo, 30% market share
- Tequila export growth to Asia: 30% CAGR 2018-2022
- Mexico-US tequila trade value $2.7 billion in 2022
- Japan imports 3 million liters, premium focus
Exports Interpretation
America may have the bigger thirst, but the world is developing a far more expensive taste, proving that tequila's global conquest is being fueled by premium sipping, not just shot-taking.
Production
- In 2022, Mexico produced 785.5 million liters of certified 100% agave tequila
- Tequila production increased by 15.5% from 2021 to 2022, reaching a record high
- Over 2,000 tequila brands are registered with the Tequila Regulatory Council (CRT)
- Jalisco state accounts for 85% of all tequila production in Mexico
- In 2023, agave harvests for tequila reached 1.2 million tons
- Number of certified tequila producers grew to 175 in 2022 from 169 in 2021
- 100% agave tequila constitutes 25% of total production volume
- Tequila exports in volume terms hit 385 million liters in 2022
- Average agave plant maturity period is 7-8 years for blue agave used in tequila
- In 2021, tequila production was 680 million liters, up 40% from 2019
- Los Altos region in Jalisco produces 70% of premium tequilas
- CRT certified 1,800 agave growers in 2022
- Tequila production capacity expanded by 20% in new distilleries since 2020
- Blue agave covers 80,000 hectares in designated regions
- In H1 2023, production reached 400 million liters
- Mixto tequila (with up to 49% other sugars) makes up 75% of production
- 12 million agave plants harvested in 2022
- Number of tequila nom brands increased to 1,700 in 2023
- Highlands (Los Altos) yield 5-7 kg agave per plant vs. lowlands 3-5 kg
- Tequila production grew 12% YoY in 2023 Q1-Q2
- Over 90% of tequila is exported from Mexico
- Certified tequila exports volume up 16% in 2022
- Agave prices peaked at $2/kg in 2022 before falling to $0.30/kg in 2023
- 160 operational tequila distilleries in 2022
- Tequila production forecast for 2023: 850 million liters
- Lowlands region produces sweeter tequilas with larger agave piñas
- CRT inspections conducted 50,000 times annually on production
- Blanco tequila is 60% of production volume
- Reposado category grew 18% in production 2021-2022
- Añejo tequila production doubled since 2018
Production Interpretation
It seems we've collectively decided that any global problem can be cured with a perfectly salted rim, given that Mexico is now producing a record-breaking ocean of certified tequila, nurturing over a billion agave plants through an eight-year adolescence, all to support a staggering two thousand brands in a market so frothy that even the agave prices are on a tequila-fueled rollercoaster.
Trends
- Tequila market projected to grow at 6.5% CAGR to 2028
- Premiumization trend: 50% sales growth in super-premium 2018-2022
- RTD cocktails with tequila up 100% since 2020
- Aged tequila (extra añejo) up 35% in popularity
- Non-alcoholic tequila alternatives market emerging, $50 million 2023
- Organic and additive-free tequilas 15% market share growth
- Tequila in craft cocktails up 60% in bars
- Social media mentions of tequila +10 million annually
- Mezcal crossover boosting tequila interest 20%
- Flavor-infused tequilas 10% of new launches 2023
- Sustainability certifications up 40% (e.g., Tequila 100% Sostenible)
- Direct-to-consumer sales model adopted by 30% brands
- Tequila seltzer launches doubled in 2023
- Female-led tequila brands 25% of new entries
- Agave shortages expected 2024-2026 due to boom
- NFT/collectible tequila bottles sales $10 million
- Low/no-cal tequila variants up 25%
- Global cocktail week tequila features 40% increase
- Tequila in canned cocktails 30% market share RTD
- Vintage tequila auctions average $5,000 per bottle
- Tequila market share in total spirits up from 2% to 5% 2015-2023
- Celebrity tequila brands 50+ active, driving 15% sales
Trends Interpretation
It seems the world is collectively trading its hangover for a premium, sustainably-sourced one, as tequila sheds its party-shot image to become the sophisticated spirit driving everything from billion-dollar celebrity brands to a looming agave shortage.
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