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.
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