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Thursday, August 5, 2021

Agave Spirits Overtake Rum and Bourbon in U.S.

Volume 359 | August 5, 2021
Agave Spirits Overtake Rum and Bourbon in U.S.

In the U.S., agave-based spirits have surpassed the rum and bourbon categories by volume to become the third largest spirits category, behind vodka and whiskey, according to IWSR. The consumption of tequila alone has grown more than 30% between 2015 and 2020. 

Multiple factors have aided the growth of agave spirits, including diversified product offerings like ready-to-drink (RTD) and flavored options, as well as the rise of premium-and-above products, and a diversified consumer appeal. Agave spirits consumers are split almost equally between men and women and represent a wide age range with 46% aged 25-44 and 34% aged 45-64.

Of course, headline-grabbing celebrities like Dwayne ‘The Rock’ Johnson, Kendall Jenner, and George Clooney have also provided a strong boost by promoting brands within the category.

“Celebrity-owned and endorsed Tequila brands have benefited the category by simply making it more familiar to consumers. Their vast social media networks allow them to be real-time influencers for the brand, while allowing them to interact with their consumers and followers,” says IWSR research director Adam Rogers.

Further reading: IWSR
INDUSTRY NEWS

Source: Wine Searcher

Source: CStore Decisions

Source: Wine Searcher

Source: The Drinks Business
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Park Street Companies is pleased to announce its return to Bar Convent Brooklyn to host Park Street University: Seminars for Drinks Entrepreneurs.

For this panel, whisky enthusiasts will offer an understanding of where whisky culture has been, where it’s heading, and how entrants in new world whisky markets are driving innovation and cultural change. 

Whisky Worldwide: The Spirit of Tradition and Innovation 
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Susannah Skiver Barton, Spirits Writer and Consultant
Josh Wortman, Whisky Portfolio Director- North America, Distill Ventures
Raj Sabharwal, Founding Partner, Glass Revolution Imports

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