With Americans' taste for tequila continuing to grow, the spirit may not need a special day for it to be celebrated – but there's one anyway: National Tequila Day, which is Wednesday.
Tequila has come a long way since being primarily served in a shot glass with salt and a lime alongside.
Sales of tequila in the U.S. first surpassed $1 billion in 2004, according to the Distilled Spirits Council of the United States. Last year, U.S. tequila suppliers in 2023 tallied $6.5 billion in revenue, up nearly 8% from 2022, the council says.
So far this year, tequila sales have accounted for more than 14% of total spending on spirits, trailing only whiskey, which captures about 35% of total spirits spending, and vodka (20%), according to research firm Bump Williams Consulting of Shelton, Connecticut, which services the alcoholic beverage industry.
Here's more about what's happening with tequila and deals you can score to mark National Tequila Day, which happens annually on July 24.
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"Tequila is gaining popularity as a healthier choice due to its natural production and high-quality process," Sue Hrib, founder and CEO of the recently-launched Biatch tequila brand, said. "Its rich heritage and artisanal production contribute to its genuine authenticity. … Tequila’s market share has increased significantly as people consume more mindfully, appreciating both the craft and versatility of the spirit."
Ready-to-drink cocktails made with tequila are also hot sellers at retail. "Tequila is still KILLING it" at retail, said Bump Williams, whose firm uses data firm NIQ's tracking of sales in U.S. supermarkets, drug stores, mass-merchandise stores, convenience stores and liquor stores.
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Some restaurants have specials for National Tequila Day on Wednesday. Here's a roundup, but remember to check your favorite local spots' social media accounts for specific details and more possible deals:
Tequila, made from the blue agave plant, comes in different types including: blanco (or silver), typically aged for two months; reposado (aged longer, up to one year), añejo (aged up to three years), and extra añejo (three years or more).
As tequilas are aged in oak barrels, they gain a deeper amber shade and complex characteristics, just as do other aged spirits such as whiskey and scotch.
Tequila continues to evolve. There's not only more brands to choose from, but also some special takes on the spirit.
"Now that tequila is well-established as one of the top-selling spirits in the U.S., we’re seeing tequila drinkers get more exploratory in the agave space and trading up to try aged expressions, like Añejo and Extra Añejo," Jay Needham, brand director for Tequila Cazadores, told USA TODAY.
Here are some other types of tequila and trends you might find at retailers:
Cristalino is reposado or añejo tequila that's been charcoal-filtered to be clear – a style that has gained acceptance over the past decade.
"It has the appearance of a Blanco, but the complexity of an aged tequila, making it perfect for sipping neat or enjoying in a cocktail, like an upgraded margarita or 50/50 martini," said Needham. Tequila Cazadores launched its Añejo Cristalino a few years ago.
As the number of tequila brands has grown, some have expressed concerns about the use of tequila additives such as vanilla and sugar, which change the aroma and taste, and glycerin, which makes the spirit smoother.
One of the newest tequilas, Not A Celebrity Tequila, touts its additive-free nature – and pokes fun at the growth in celebrity-backed or endorsed tequila brands.
"There are now well over 30 celebrity-backed or endorsed tequila brands, the majority of which were launched in the last two years," said Not A Celebrity Tequila co-founder Andrew Bushby. "We chose the name because it is cheeky and rebellious, but it is also meant to help simplify matters. If you’re looking for a tequila focused on what’s inside the bottle, rather than the noise outside, this one is for you."
They brought the "gateway blanco" to market after launching Buena Fé Organic Tequila Quenchers two years ago.
If a tequila you like happens to have additives, that doesn't mean you can't enjoy it – currently tequila makers can't label their products additive-free, but they may use the term in marketing. Want to learn more about brands without additives: Check out the Additive-Free Alliance's site, which lists brands it has tested.
Of course, as a product gets popular, you get more exclusive expressions – and tequila is no exception. Pricier premium tequilas have grown more than 1,200% in volume since 2003, according to the Distilled Spirits Council.
Patrón tequila, which helped drive demand for premium tequilas, hasn't stopped. Among its higher-end offerings: Patrón El Alto ($242.99 on ReserveBar), an extra añejo blended with añejo and reposado tequilas, bottled in striking blue glass.
Another extra añejo tequila, Gran Centenario Gallardo, is a small batch spirit, aged in American and French oak barrels, and finished in Bordeaux wine barrels. There's only 679 bottles available ($598.99 on ReserveBar).
Talk about exclusive, here's a tequila you to apply for a chance to buy: Clase Azul Tequila's limited-edition bottle, The Loft Brooklyn Collection I, available only in New York, reportedly priced at $1,250. Just 1,000 bottles were made of the añejo tequila, which was aged 20 months in American whiskey casks and finished in Calvados French apple brandy casks.
To get a chance at buying the distinctive bottle, which was inspired by the Chrysler building, you must ask for an invite on the Clase Azul site. However, you don't need an invite to buy Clase Azul Ultra, priced at $2,199.99 on ReserveBar. The anejo tequila, aged for five years, comes in a decanter made of platinum, sterling silver and 24-carat gold.
Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.
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