Overview
- Major chains and tequila brands launched National Tequila Day promotions on July 24 that include $1–$10 margaritas, receipt reimbursements, all-day happy hours, and limited-time menu cocktails to spur traffic and sales.
- NielsenIQ data show tequila retail dollars have slipped, with sales down 3.9% in the latest 26 weeks and down 4.3% over the past year, a trend industry analysts say brands are trying to counter with promotions.
- The mix of tequila spending is shifting: average bottle price fell about 8% to $18.50 while volume rose roughly 4% over the past 52 weeks, indicating more sales at lower price points.
- Canned ready-to-drink cocktails are surging and reshaping consumption, with RTD sales up about 25.5% to $4.4 billion over 52 weeks and industry sources saying those products are drawing buyers away from bottled ultra-premium tequilas.
- Brands timed new products and celebrity collaborations for the holiday — including Becky G x Patrón and Cazadores Pineapple — a sign premium labels may lean on limited editions and flavored or RTD formats as ultra-premium tiers weaken.