9/27/21, 9:26 PM Shanken News Daily: Exclusive news and research on the wine, spirits and beer business

This is Google's cache of https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impacts-hot-brand-tequilas-continue-to-soar-in-2021/

(https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impacts-hot-brand-tequilas-continue-to-soar-in-2021/). It is a snapshot of the page as it appeared on 13 Sep
2021 19:50:50 GMT. The current page (https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impacts-hot-brand-tequilas-continue-to-soar-in-2021/) could have
changed in the meantime. Learn more. (http://support.google.com/websearch/bin/answer.py?hl=en&p=cached&answer=1687222)

Full version Text-only version (http://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impacts

Tip: To quickly find your search term on this page, press Ctrl+F or ⌘-F (Mac) and use the find bar.

Exclusive news and research on

the wine, spirits and beer business

(https://www.shankennewsdaily.com/)
NEWS (/) HELP (HTTPS://WWW.SHANKENNEWSDAILY.COM/INDEX.PHP/HELP/)
EVENTS (HTTPS://WWW.SHANKENNEWSDAILY.COM/INDEX.PHP/EVENTS/)
IMPACT DATABANK REPORTS (HTTPS://WWW.IMPACTDATABANK.COM/)
CANNABIS EDITION (/INDEX.PHP/TAG/CANNABIS/)
PUBLICATIONS (HTTPS://WWW.IMPACTDATABANK.COM/)
SUBSCRIBE TO SND (HTTPS://NEWSLETTERS.SHANKENNEWSDAILY.COM)

Impact’s “Hot Brand” Tequilas

search...
Continue To Soar In 2021
August 23, 2021
(https://www.shankennewsdaily.com/index.php/2021/08/23/)

Last year, Tequila shipments to the U.S. surged

24% to above 28 million 9-liter cases, more than
doubling in size from a decade earlier. The U.S.
accounted for nearly 90% of global Tequila
exports in 2020, and achieved a new milestone
with 60% of shipments comprised by the
higher-priced 100%-blue agave segment, an all-
time high.
Archives
That rapid momentum has continued this year, September 2021
with the vast majority of Tequila labels earning (https://www.shankennewsdaily.com/index.php/2021/09/)
Impact “Hot Brands” earlier this year showing August 2021
(https://www.shankennewsdaily.com/index.php/2021/08/)
double-digit percentage growth in control July 2021
states in the year-to-date through June. The (https://www.shankennewsdaily.com/index.php/2021/07/)
U.S. market’s 18 control jurisdictions represent June 2021
(https://www.shankennewsdaily.com/index.php/2021/06/)
approximately one-quarter of total spirits May 2021
volume, according to Impact Databank. (https://www.shankennewsdaily.com/index.php/2021/05/)
April 2021
Diageo CEO Ivan Menezes recently addressed (https://www.shankennewsdaily.com/index.php/2021/04/)
the forward-looking growth prospects for March 2021
Tequila in the U.S., noting plenty of further (https://www.shankennewsdaily.com/index.php/2021/03/)
February 2021
upside in the category. “California is the most (https://www.shankennewsdaily.com/index.php/2021/02/)
developed Tequila market in the world,” he told January 2021
analysts late last month. “If you look at Nielsen (https://www.shankennewsdaily.com/index.php/2021/01/)
December 2020
sales, Tequila is about 20% of spirits in (https://www.shankennewsdaily.com/index.php/2020/12/)
California. A lot of the country is still sitting at November 2020
(https://www.shankennewsdaily.com/index.php/2020/11/)
about 10% or lower. This trend has a lot to run
October 2020
and what we’re really excited about is it’s (https://www.shankennewsdaily.com/index.php/2020/10/)
happening at the top end. Our growth rate is September 2020
double the growth rate of the Tequila category (https://www.shankennewsdaily.com/index.php/2020/09/)
August 2020
because the acceleration is happening at the (https://www.shankennewsdaily.com/index.php/2020/08/)
top-end price points.” Diageo’s Don Julio and July 2020
Casamigos brands have been key drivers at (https://www.shankennewsdaily.com/index.php/2020/07/)
June 2020
Tequila’s upscale tier. Don Julio nearly doubled (https://www.shankennewsdaily.com/index.php/2020/06/)
May 2020
(https://www.shankennewsdaily.com/index.php/2020/05/)

https://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impa… 1/5
9/27/21, 9:26 PM Shanken News Daily: Exclusive news and research on the wine, spirits and beer business

in size in control states over the first half of this April 2020
(https://www.shankennewsdaily.com/index.php/2020/04/)
year, while Casamigos roughly tripled its
March 2020
volume from a year earlier. (https://www.shankennewsdaily.com/index.php/2020/03/)
February 2020
While Diageo is clearly making strides in
(https://www.shankennewsdaily.com/index.php/2020/02/)
Tequila, it’s far from alone. Bacardi-owned January 2020
Patrón continues to lead the category’s luxury (https://www.shankennewsdaily.com/index.php/2020/01/)
December 2019
tier by a wide margin, leaping 25% last year to
(https://www.shankennewsdaily.com/index.php/2019/12/)
2.7 million cases, according to Impact November 2019
Databank, to account for 54% of all Tequila (https://www.shankennewsdaily.com/index.php/2019/11/)
October 2019
volume in the U.S. at $40 and above. Bacardi
(https://www.shankennewsdaily.com/index.php/2019/10/)
veteran Mauricio Vergara was named president September 2019
and COO of Patrón last fall, with the brand (https://www.shankennewsdaily.com/index.php/2019/09/)
August 2019
aiming to continue its marked growth even as
(https://www.shankennewsdaily.com/index.php/2019/08/)
competition intensifies. July 2019
(https://www.shankennewsdaily.com/index.php/2019/07/)
Ramping up production is one challenge June 2019
upscale Tequila marketers are now facing. (https://www.shankennewsdaily.com/index.php/2019/06/)
Curtis Mann, group vice president, total alcohol May 2019
(https://www.shankennewsdaily.com/index.php/2019/05/)
beverage at supermarket giant Albertsons, says April 2019
demand at the high end continues to outstrip (https://www.shankennewsdaily.com/index.php/2019/04/)
supply. “Premium Tequila—priced at $20-$50 a March 2019
(https://www.shankennewsdaily.com/index.php/2019/03/)
bottle—is on fire,” he notes. “Tequila above $50
February 2019
is also doing well, but we just can’t get a lot of (https://www.shankennewsdaily.com/index.php/2019/02/)
it.” January 2019
(https://www.shankennewsdaily.com/index.php/2019/01/)
Among the brands in that fast-rising $20-$50 December 2018
band are up-and-comers like Campari’s (https://www.shankennewsdaily.com/index.php/2018/12/)
November 2018
Espolòn, Jose Cuervo Tradicional, and (https://www.shankennewsdaily.com/index.php/2018/11/)
Teremana, all of which continued to expand October 2018

rapidly over the first half of this year. Teremana, (https://www.shankennewsdaily.com/index.php/2018/10/)

September 2018
launched last year by Dwayne “The Rock” (https://www.shankennewsdaily.com/index.php/2018/09/)
Johnson and partners and distributed by Mast- August 2018
Jägermeister US, recently announced a new (https://www.shankennewsdaily.com/index.php/2018/08/)
July 2018
Añejo expression (https://www.shankennewsdaily.com/index.php/2018/07/)
(http://portal.criticalimpact.com/go/1/23018fc40d2a7867766b5d60522e6026/25682/3964a4c5c49117a63947229f28c3afb
June 2018
will debut in October, as its existing Blanco and (https://www.shankennewsdaily.com/index.php/2018/06/)
May 2018
Reposado Tequilas continue to skyrocket. (https://www.shankennewsdaily.com/index.php/2018/05/)
Impact’s “Hot Brand” Tequilas – YTD Growth In Control
April 2018
States (https://www.shankennewsdaily.com/index.php/2018/04/)
2021 YTD March 2018
Total 2020 Percent
Brand Marketer Case Growth (https://www.shankennewsdaily.com/index.php/2018/03/)
Depletions1 In Control
States2 February 2018
(https://www.shankennewsdaily.com/index.php/2018/02/)
Patrón Bacardi USA 2,706 41.9%
January 2018
Jose Cuervo
Proximo Spirits 1,970 9.5% (https://www.shankennewsdaily.com/index.php/2018/01/)
Especial Silver

1800 Proximo Spirits 1,531 26.6% December 2017

(https://www.shankennewsdaily.com/index.php/2017/12/)
Diageo North
Don Julio 1,145 88.1%
America November 2017
Campari (https://www.shankennewsdaily.com/index.php/2017/11/)
Espolòn 768 40.0%
America
October 2017
Casamigos Diageo North 600 190.8% (https://www.shankennewsdaily.com/index.php/2017/10/)
America
September 2017
Cazadores Bacardi USA 561 24.2%
(https://www.shankennewsdaily.com/index.php/2017/09/)
Familia
Camarena
E.&J. Distillers 423 6.6% August 2017
(https://www.shankennewsdaily.com/index.php/2017/08/)
Altos Pernod Ricard 358 -21.1%
USA July 2017
William Grant & (https://www.shankennewsdaily.com/index.php/2017/07/)
Milagro 349 124.7%
Sons USA
June 2017
Jose Cuervo Proximo Spirits 287 18.1% (https://www.shankennewsdaily.com/index.php/2017/06/)
Tradicional
May 2017
Mast-
Teremana Jägermeister US 230 706.5% (https://www.shankennewsdaily.com/index.php/2017/05/)
April 2017
1 thousands of 9-liter cases
2 year-to-date through June (https://www.shankennewsdaily.com/index.php/2017/04/)
Source: NABCA and IMPACT DATABANK © 2021

https://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impa… 2/5
9/27/21, 9:26 PM Shanken News Daily: Exclusive news and research on the wine, spirits and beer business
Impact’s “Hot Brand” Tequilas – YTD Growth In Control March 2017
States
(https://www.shankennewsdaily.com/index.php/2017/03/)
Herradura Brown-Forman 229 44.9% February 2017
1 thousands of 9-liter cases (https://www.shankennewsdaily.com/index.php/2017/02/)
2 year-to-date through June
Source: NABCA and IMPACT DATABANK © 2021 January 2017
(https://www.shankennewsdaily.com/index.php/2017/01/)
Subscribe to Shanken News Daily’s Email
December 2016
Newsletter, delivered to your inbox each
(https://www.shankennewsdaily.com/index.php/2016/12/)
morning.
(https://newsletters.shankennewsdaily.com/) November 2016
(https://www.shankennewsdaily.com/index.php/2016/11/)
October 2016
3 (https://www.shankennewsdaily.com/index.php/2016/10/)
September 2016
(https://www.shankennewsdaily.com/index.php/2016/09/)
Tagged : 1800 August 2016
(https://www.shankennewsdaily.com/index.php/2016/08/)
(https://www.shankennewsdaily.com/index.php/tag/1800/),
July 2016
Casamigos (https://www.shankennewsdaily.com/index.php/2016/07/)
June 2016
(https://www.shankennewsdaily.com/index.php/tag/casamigos/),
(https://www.shankennewsdaily.com/index.php/2016/06/)
Diageo
May 2016
(https://www.shankennewsdaily.com/index.php/tag/diageo/),
(https://www.shankennewsdaily.com/index.php/2016/05/)
Don Julio April 2016
(https://www.shankennewsdaily.com/index.php/2016/04/)
(https://www.shankennewsdaily.com/index.php/tag/don-
March 2016
julio/), Patrón (https://www.shankennewsdaily.com/index.php/2016/03/)
February 2016
(https://www.shankennewsdaily.com/index.php/tag/patron/),
(https://www.shankennewsdaily.com/index.php/2016/02/)
Tequila
January 2016
(https://www.shankennewsdaily.com/index.php/tag/tequila/),
(https://www.shankennewsdaily.com/index.php/2016/01/)
Teremana December 2015
(https://www.shankennewsdaily.com/index.php/2015/12/)
(https://www.shankennewsdaily.com/index.php/tag/teremana/)
November 2015
(https://www.shankennewsdaily.com/index.php/2015/11/)
GET YOUR FIRST LOOK AT 2020 DATA AND 2021
October 2015
PROJECTIONS FOR THE WINE AND SPIRITS (https://www.shankennewsdaily.com/index.php/2015/10/)
INDUSTRIES. ORDER YOUR 2021 IMPACT September 2015
DATABANK REPORTS. CLICK HERE. (https://www.shankennewsdaily.com/index.php/2015/09/)
(HTTPS://WINESPECTATOR.WUFOO.COM/FORMS/WP1SXYP0T3D4TD/)August 2015
(https://www.shankennewsdaily.com/index.php/2015/08/)
July 2015
Previous : News Briefs for Next : Cannabis Briefs for (https://www.shankennewsdaily.com/index.php/2015/07/)
August 23, 2021 August 24, 2021 June 2015
(https://www.shankennewsdaily.com/index.php/2015/06/)
(https://www.shankennewsdaily.com/index.php/2021/08/23/29285/news-
(https://www.shankennewsdaily.com/index.php/2021/08/24/29303/cannabis-
May 2015
briefs-for-august-23- briefs-for-august-24-
(https://www.shankennewsdaily.com/index.php/2015/05/)
2021/) 2021/)
April 2015
(https://www.shankennewsdaily.com/index.php/2015/04/)
March 2015
(https://www.shankennewsdaily.com/index.php/2015/03/)
February 2015
(https://www.shankennewsdaily.com/index.php/2015/02/)
January 2015
(https://www.shankennewsdaily.com/index.php/2015/01/)
December 2014
(https://www.shankennewsdaily.com/index.php/2014/12/)
November 2014
(https://www.shankennewsdaily.com/index.php/2014/11/)
October 2014
(https://www.shankennewsdaily.com/index.php/2014/10/)
September 2014
(https://www.shankennewsdaily.com/index.php/2014/09/)
August 2014
(https://www.shankennewsdaily.com/index.php/2014/08/)
July 2014
(https://www.shankennewsdaily.com/index.php/2014/07/)
June 2014
(https://www.shankennewsdaily.com/index.php/2014/06/)
May 2014
(https://www.shankennewsdaily.com/index.php/2014/05/)
April 2014
(https://www.shankennewsdaily.com/index.php/2014/04/)
March 2014
(https://www.shankennewsdaily.com/index.php/2014/03/)

https://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impa… 3/5
9/27/21, 9:26 PM Shanken News Daily: Exclusive news and research on the wine, spirits and beer business
February 2014
(https://www.shankennewsdaily.com/index.php/2014/02/)
January 2014
(https://www.shankennewsdaily.com/index.php/2014/01/)
December 2013
(https://www.shankennewsdaily.com/index.php/2013/12/)
November 2013
(https://www.shankennewsdaily.com/index.php/2013/11/)
October 2013
(https://www.shankennewsdaily.com/index.php/2013/10/)
September 2013
(https://www.shankennewsdaily.com/index.php/2013/09/)
August 2013
(https://www.shankennewsdaily.com/index.php/2013/08/)
July 2013
(https://www.shankennewsdaily.com/index.php/2013/07/)
June 2013
(https://www.shankennewsdaily.com/index.php/2013/06/)
May 2013
(https://www.shankennewsdaily.com/index.php/2013/05/)
April 2013
(https://www.shankennewsdaily.com/index.php/2013/04/)
March 2013
(https://www.shankennewsdaily.com/index.php/2013/03/)
February 2013
(https://www.shankennewsdaily.com/index.php/2013/02/)
January 2013
(https://www.shankennewsdaily.com/index.php/2013/01/)
December 2012
(https://www.shankennewsdaily.com/index.php/2012/12/)
November 2012
(https://www.shankennewsdaily.com/index.php/2012/11/)
October 2012
(https://www.shankennewsdaily.com/index.php/2012/10/)
September 2012
(https://www.shankennewsdaily.com/index.php/2012/09/)
August 2012
(https://www.shankennewsdaily.com/index.php/2012/08/)
July 2012
(https://www.shankennewsdaily.com/index.php/2012/07/)
June 2012
(https://www.shankennewsdaily.com/index.php/2012/06/)
May 2012
(https://www.shankennewsdaily.com/index.php/2012/05/)
April 2012
(https://www.shankennewsdaily.com/index.php/2012/04/)
March 2012
(https://www.shankennewsdaily.com/index.php/2012/03/)
February 2012
(https://www.shankennewsdaily.com/index.php/2012/02/)
January 2012
(https://www.shankennewsdaily.com/index.php/2012/01/)
December 2011
(https://www.shankennewsdaily.com/index.php/2011/12/)
November 2011
(https://www.shankennewsdaily.com/index.php/2011/11/)
October 2011
(https://www.shankennewsdaily.com/index.php/2011/10/)
September 2011
(https://www.shankennewsdaily.com/index.php/2011/09/)
August 2011
(https://www.shankennewsdaily.com/index.php/2011/08/)
July 2011
(https://www.shankennewsdaily.com/index.php/2011/07/)
June 2011
(https://www.shankennewsdaily.com/index.php/2011/06/)
May 2011
(https://www.shankennewsdaily.com/index.php/2011/05/)
April 2011
(https://www.shankennewsdaily.com/index.php/2011/04/)

Meta
Log in
(https://cms.shankennewsdaily.com/wp-

https://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impa… 4/5
9/27/21, 9:26 PM Shanken News Daily: Exclusive news and research on the wine, spirits and beer business
login.php)

FOLLOW US

(https://twitter.com/#!/ShankenNews)

(https://www.facebook.com/#!/pages/Shanken-
News-Daily/187376324643407)

Contact our editorial team at

shankennewsdaily@mshanken.com
(mailto:shankennewsdaily@mshanken.com).

© 2021 Shanken News Daily (https://www.shankennewsdaily.com/) All rights reserved. About us.
(/index.php/about/)

https://webcache.googleusercontent.com/search?q=cache:xU5bbrfKRqEJ:https://www.shankennewsdaily.com/index.php/2021/08/23/29287/impa… 5/5