Tequila sales in the U.S. have surged in recent years, with volume growth outpacing most other spirits. Tequila has now surpassed both gin and rum, and in some cases even vodka, in terms of consumption volume – especially in the premium segments. This boom is driven by consumers’ growing appreciation for tequila’s authentic flavors, versatility in cocktails, and appeal as a high-quality sipping spirit – especially 100% agave tequila.

In Europe, while vodka still leads in overall market share, tequila is quickly gaining ground. Markets like Germany, Spain, and Austria are seeing double-digit growth in tequila volumes, particularly among younger consumers and in trendy bars and restaurants. In these scenes, tequila is often as popular as vodka, reflecting a shift toward more adventurous and premium drinking experiences.

—

We welcome media interest and are happy to provide further details about our products, the story behind San Hagen Tequila, and the broader trends shaping the tequila industry.

Bjørn Stene
Co-founder
bs@sanhagen.com
Copenhagen +45 2682 1020