Salt or no salt? Fruity or spicy? Blanco, reposado or añejo? Today's tequila drinker has more choices than ever and that's exactly what's fueling the category's remarkable staying power. Once largely defined by shots and margaritas, tequila has evolved into one of the most dynamic spirits behind the bar.
From crowd-pleasing cocktails and top-shelf pours to additive-free expressions, artisanal producers and agave-driven innovation, few categories check as many boxes for operators as tequila. It’s more than a fan favorite bestseller: tequila is one of the industry's most versatile tools for driving both cocktail creativity and premium sales. The challenge – and opportunity – is finding fresh ways to capture consumer enthusiasm while showcasing the story of this increasingly sophisticated category.
Bar & Restaurant takes a peek behind the bar for a look at what’s driving tequila today.
The Numbers
While the spirits industry has faced substantial headwinds over the past few years, tequila continues to outperform many other categories, particularly at the high end. According to IWSR*, the category's momentum remains strongest in the ultra-premium segment, where volumes grew 7 percent in 2024-25, following a remarkable 31 percent compound annual growth rate since 2019. Ultra-premium tequila now accounts for 17 percent of U.S. tequila volume – nearly triple its 6 percent share in 2019 – and is projected to reach 21 percent by 2030.
Meanwhile, super-premium tequila volumes declined 6 percent in 2024-25, while the premium tier posted modest 1 percent growth, suggesting consumers may be gravitating toward more accessible premium offerings as they continue to seek quality without the highest price tags.
Premium with a Purpose
Economic pressures have certainly made guests more selective, but they are willing to pay for premium tequila when they understand what sets that bottle apart. Perceived value can and often does, override price. "Today's tequila consumer is more informed than ever," said Michael Ray, the Massachusetts on-premise area manager for Proximo Spirits which carries a range of tequilas including Cuervo, Gran Centenario and Maestro Dobel, among others. "Transparency around production, particularly additive-free claims and sustainability practices, has become a critical selling point. Storytelling matters, but it must be backed by authenticity, as educated consumers increasingly scrutinize what's in the bottle.”
Charlie Landis, senior marketing director at Foley Family Wine & Spirits, the importers of family owned El Mexicano Tequila, sees growing interest in terroir and craftsmanship, noting that consumers increasingly want to understand everything from where the agave is grown to how the tequila is produced. “Connoisseurs are sipping tequila neat as they learn more about the spirit's production and flavor,” he observed.
Ray added that premiumization isn't just about price. "Much like whiskey enthusiasts, tequila aficionados increasingly seek out niche labels, valuing provenance, production methods and perceived authenticity to justify premium price points." He notes that reposado continues to attract former Cognac and brandy drinkers, while añejo and extra añejo have firmly established tequila as a sipping spirit alongside fine whiskey.
Even as adventurous drinkers seek out estate-produced and additive-free tequilas, familiar names continue to play an important role. "Brands like Casamigos and Don Julio drive visibility and cultural relevance, while Jose Cuervo remains the global volume leader because of its familiarity and longstanding brand equity," Ray said.
Familiar Favorites, Fresh Twists
While the margarita remains the category's undisputed flagship cocktail, bartenders continue to stretch tequila beyond its traditional role. Today's innovation, however, is less about reinventing the wheel than refining the classics. "In light of the current economic headwinds, the appeal for the 'next big thing' has taken a bit of a back seat," said Misty Kalkofen, director of education for The Spirits Authority. "Consumers are going out less and want to ensure they order something they know they will enjoy. A tried-and-true margarita with quality tequila or mezcal still reigns supreme."
"One of tequila's biggest strengths is its versatility," said Michelle Marcoulier Shaw, co-owner of The Public Kitchen. "We can take one cocktail and easily create four different variations for guests – spicy, sweet, tart or fruit-forward – without completely reinventing the recipe. It gives us a lot of flexibility while keeping the menu fresh."
Tatiana Moreno, senior events manager at Liquid Productions, is also seeing tequila find its way into familiar cocktail formats. "I'm enjoying seeing places substitute tequila in traditional gin drinks like Martinis and Negronis," she said. "Consumers are also ordering tequila as the base for Espresso Martinis and other familiar classics." She also points to Daisy's in Los Angeles, where a savory avocado margarita offers a fresh take on the classic.
Charlie Landis cites Mexican mules, ranch water, skinny palomas and tequila espresso martinis as enduring favorites, while noting that the Cantarito is gaining momentum. Similar to a paloma but featuring orange, lemon and lime juices, the refreshing highball is traditionally served in a clay cup (jarrito de barro) that helps keep it chilled. "Consumers are finding ways to make classic tequila cocktails their own with fresh citrus and homemade juices," he said.
Marcoulier Shaw sees the same trend. "People still love the classics: Palomas, margaritas and ranch water, but we're also seeing a lot of interest in bold, fruit-forward flavors with a spicy kick. Tajín, prickly pear, guava and other tropical flavors pair incredibly well with agave."
Heat remains one of the hottest flavor trends in tequila cocktails. John McDonnell, executive chairman of Ghost Tequila, says the spicy margarita continues to gain momentum as consumers embrace bolder flavors. Because Ghost is already spicy, he notes, “Operators can easily create spicy cocktails without purchasing additional ingredients, helping simplify execution, control costs and improve margins.”
The Rise of the Tequila Program
So popular is tequila and so broad a category, that savvy operators are developing curated programs dedicated to the spirits; highlighting different regions, tiers, craftsmanship and more. They’re also being more selective about what they stock on the bar. "I'm seeing a focus on quality over quantity," said Kalkofen. "Programs are being intentional about what they carry. Gone are the days of an agave bar stocking every bottle available. The best programs have a clear philosophy guiding what's on the back bar and that ethos is communicated to guests through the menu, helping them engage with what they're drinking and the story behind it. Mirate in Los Angeles is a great example."
Moreno with Liquid Productions, is seeing a similar shift. "Places care more about what's on the back bar than what's simply popular," she said. "They're focusing on additive-free tequilas while educating guests about why those brands matter. Bartenders are introducing guests to producers they believe in and people are coming back asking for brands like Fortaleza, Don Fulano, Ocho and Siete Leguas because they learned about them from a bartender. They hear one or two facts that stick with them and then they continue ordering spirits based on those facts. We see that happening at places like La Licor, Estereo and Cerdito Muerto in Chicago, as well as Daisy's in Los Angeles."
Engaged & Educated Staff
There’s much more to tequila than simply understanding the difference between mixto and 100 percent blue agave. As a category, it has as many complexities as single malt scotch. Heritage, aging, production processes and more, are all important for staff to be able to speak about confidently. “Smart spirits brands are increasingly relying on brand ambassadors to provide education and staff training, particularly at accounts with sophisticated cocktail programs,” McConnell with Ghost said. “This helps ensure bartenders and servers understand the brand, its key points of differentiation and how best to showcase it on the menu.”
“Education is key to pull through, especially on higher cost items,” emphasized Kalkofen. “We have seen a lot of increased consumer interest in learning more about the category, however the majority still do not understand the category's diversity or how to recognize quality. Unfortunately, the onus of that education is falling on distributor partners and the accounts themselves as brands continue to cut advocacy programs. This is why the work of the Spirits Authority is more important than ever right now. In addition to losing advocacy programs we lost many of the bar mentors during the pandemic, those who had been leading the charge to train the next generation of bartenders in their communities on spirit categories, mechanics of tasting spirits, etc. Our goal is to fill those voids through non-branded categorical education based on tasting spirits.”
For Moreno, staff education is just as important as consumer education. "It makes a world of difference for servers and bartenders to be truly informed about these products," she said, noting that some agave-focused bars hold multiple spirit trainings each month to help staff confidently tell each brand's story.
McConnell believes it’s the versatility of tequila that continues to make it one of the most valuable spirits behind the bar. "Tequila gives bars and restaurants an opportunity to create appealing, premium-priced cocktails while driving incremental revenue at a time when operating costs continue to rise."
For operators willing to build on education, authenticity and quality, the tequila category offers nearly limitless possibilities to engage guests and grow profits.
Crystal Clear: The Rise of Cristalino Tequila
Cristalino has become one of the fastest-growing segments in the premium tequila category. These tequilas are aged expressions – typically añejo or extra añejo – but undergo charcoal filtration to remove their amber color while preserving much of the complexity gained during barrel aging. The result is a spirit that combines the smooth, oak-influenced character of an aged tequila with the bright, crystal-clear appearance of a blanco.
"The emergence of cristalino tequila continues to expand the category," said Michael Ray, on-premise area manager for Massachusetts at Proximo Spirits. "Innovated and popularized by producers tied to the Cuervo legacy, cristalino offerings like Dobel Diamante and the Reserva de la Familia portfolio have introduced a bridge between aged complexity and visual approachability."
Today, nearly every major tequila producer has entered the category, with expressions from Don Julio, Patrón, Herradura, Maestro Dobel and others. For operators, cristalinos offer an intriguing talking point for guests looking to explore premium tequila beyond traditional expressions.
Why Guests Are Ordering Cristalinos
- Crystal-clear appearance with the smoothness of an aged tequila
- Oak, vanilla, caramel and spice without the amber color
- Premium sipping experience that's approachable for whiskey drinkers
A conversation starter that adds variety to tequila flights and back bars
Additive-Free: What It Means (and What It Doesn't)
One of the biggest conversations in tequila over the past few years has been the rise of additive-free expressions. While the term has become an important selling point for many consumers, industry experts caution that it's only one piece of the quality puzzle.
"Many consumers weren't aware that tequila could contain ingredients that didn't have to be declared on the label," said Misty Kalkofen, director of education for The Spirits Authority. "That awareness sparked a much deeper interest in how tequila is produced."
Kalkofen believes the additive-free movement has encouraged drinkers to look beyond marketing and celebrity brands, asking more questions about production methods, distillation and provenance. At the same time, she cautions against using additive-free as the sole measure of quality.
"An additive-free tequila doesn't automatically equate to a great tequila," she said. "It should be the beginning of the conversation, not the end." The growing curiosity has also fueled interest in tequila's history, the evolution of the Denomination of Origin and travel to Jalisco, where consumers can experience the culture and traditions behind the spirit firsthand.
What "Additive-Free" Really Means
According to the CRT (Tequila Regulatory Council), tequila producers may legally use certain approved additives – including caramel coloring, oak extract, glycerin and sugar-based syrup – in limited amounts to adjust color, texture or flavor. Tequilas labeled "additive-free" are made without those ingredients, relying solely on agave, fermentation, distillation and barrel aging to shape the final spirit.