Tequila is currently one of the fastest-growing spirit categories in the US as consumption grew by 8.3% in 2019, according to IWSR. Premiumization has contributed to the growth, but a driving factor in the Tequila category’s recent popularity is celebrities launching their own premium brands. In a new report that explore the celebrity-owned Tequila trend, IWSR notes a 31.7% volume surge of Tequilas endorsed by influencers from 2018 to 2019.
Source: IWSR, May 2020