Since the pandemic, millions of adults in the United States have discovered tequila, or deepened their existing interest in Mexico's most delightful export.
Since 2020 growth in tequila consumption has far outpaced increases in whiskey, vodka, gin, rum, beer, and wine. Tequila exports to the United States increased 31% from 2020 to 2024, with annual retail sales of approximately $13 billion, according to the Beverage Information Group.
But who is drinking all that tequila?
A large portion is consumed by Americans 25-34 years-old, indiscriminately mixing tequila into margaritas and other cocktails. These are the “tequila curious” who say they like tequila but mean they like margaritas and palomas.
But there is another, growing segment of the market.
The group that embraces tequila and eschews most other beverage alcohol.
The group that drinks tequila straight - no ice, no mixers.
The group that knows the difference between a reposado tequila and an añejo tequila.
The group that has four or more different tequilas in their home at this very moment.
These are the Tequila Seekers.
And heretofore, what is known about them has been solely a collection of anecdotes driven by interactions at tastings, festivals, Reddit boards, and YouTube commentary.
With 1,244 participants in all 50 states, this comprehensive research provides rich insights into this important consumer group, and how they shape the attitudes and activities of tequila brands, restaurants, bars, and spirits retailers.
Since the pandemic, millions of adults in the United States have discovered tequila, or deepened their existing interest in Mexico's most delightful export.