# Tequila ## Tequila Tequila is one of the most dynamic premium spirits categories in many international markets. For brands, tequila is commercially attractive because it combines premium positioning, cocktail relevance, strong on-trade visibility, distinctive brand storytelling, and growing mainstream familiarity. In the right markets, tequila can work across direct-to-consumer, retail, on-trade, and distribution-led models, making it a category with real multi-channel potential. ### What tequila is Tequila is a distilled agave spirit produced in Mexico under protected rules of origin. It sits within the broader agave spirits category, but tequila remains the best-known and most commercially developed segment for many buyers and consumers outside Mexico. That matters because tequila is not just a product category. It is also a category with clear identity, strong serve culture, and premium brand potential.
### Why tequila matters Tequila matters because it is a category with both visibility and momentum. For brands, that means access to a category that is: * premium and super-premium friendly * highly relevant in cocktail culture * strong in hospitality and on-trade settings * well suited to brand-led storytelling * increasingly familiar to mainstream premium spirits consumers That makes tequila commercially versatile. It can work as a premium sipping product, a cocktail-led volume driver, a strong hospitality category, or a digitally activated consumer brand. ### Tequila in Lexir markets Tequila does not perform identically in every market, but it has meaningful relevance across several of the markets Lexir supports. #### UK The UK is one of the clearest tequila growth markets in Europe. The category has built visibility in both on-trade and off-trade, and premium tequila is increasingly normalized in mainstream spirits buying. Online alcohol sales also give tequila brands a strong digital route to consumer demand. #### Spain Spain is well suited to tequila through cocktail culture, warm-weather serves, strong hospitality demand, and tourism-led drinking occasions. The category can work particularly well in premium on-trade environments and experiential brand moments. #### Germany Germany offers relevance through premium spirits demand, urban cocktail culture, and a consumer base that is open to higher-quality international categories. At the same time, category education still matters, which makes route to market and brand presentation especially important. #### France France can be attractive for tequila through premium hospitality and selective retail, but it is often more of a curated premium opportunity than a broad-volume category. Brands may need sharper positioning and stronger channel focus to perform well. Across these markets, tequila tends to perform best when the route to market fits the buyer, the price point, and the drinking occasion. ### How tequila is sold Tequila can work across several sales channels, but the right mix depends on the market, the brand position, and the customer. #### D2C D2C can work well for tequila brands that want to build direct consumer demand, control brand storytelling, support premium positioning, and activate digital campaigns through their own shop. #### Off-trade Tequila can also perform well through consumer-facing off-trade channels, especially where premium tequila, cocktail culture, and category awareness are already established. #### On-trade On-trade is especially important for tequila. Bars, restaurants, and hospitality venues often play a major role in trial, discovery, and repeat consumption through cocktails and serves. #### B2B and distribution Distributor, wholesaler, and trade relationships matter as well, particularly in markets where access to accounts depends on established supply structures or where buyers are already tied to larger distribution relationships. Tequila is therefore a category where channel mix matters. Growth depends not only on demand, but on how that demand is best served. ### Commercial dynamics in tequila A few commercial dynamics are especially important in tequila. #### Premiumisation Tequila tends to benefit strongly from premium and super-premium positioning. Packaging, liquid quality, origin, and serve ritual can all influence perceived value. #### Cocktail culture Cocktails are a major driver of tequila growth. Margaritas, Palomas, and other tequila serves help drive trial, menu visibility, and premium brand recognition. #### Occasion and presentation Tequila benefits from strong presentation and occasion-led demand. Packaging, gifting appeal, and digital brand presence can all influence performance. #### Channel economics The route to market matters commercially. Some tequila sales may perform best through direct channels, while others depend on retail, hospitality, or distributor-led structures. The commercial question is not only where tequila can sell, but which route makes the most sense in each market. ### Operational considerations Like other spirits categories, tequila still depends on the practical realities of selling alcohol across markets. That includes: * excise treatment by market * labelling and bottling requirements * fulfilment and transport setup * market-specific release and compliance conditions * whether sales are D2C, B2C, or B2B That means tequila growth is not only a demand or brand question. It is also an operating model question. ### How Lexir helps tequila brands Lexir helps tequila brands build a workable route to market across relevant channels and markets. That can include helping brands: * support D2C selling through their own shop * expand B2C access through Lexir’s e-shop and marketplace fulfilment where relevant * serve B2B buyers through distributors, wholesalers, off-trade buyers, and on-trade buyers * adapt fulfilment, transport, and order structure to the buyer and market * navigate market-specific operating requirements across Europe and the UK Tequila can perform well across different channels, but growth is strongest when the channel fits the buyer and the operating model supports the sale. ### Selected tequila figures * The UK off-trade tequila market was worth **£35 million**. * That reflected year-on-year growth of **12.5% in value** and **6.6% in volume**. * **Online tequila sales in the UK** grew by **16.4%**. * **Tequila RTDs in the UK off-trade** grew by **150.5%**. * Mexico exported about **402.7 million litres** of tequila in **2024**. * Of that 2024 export volume, about **272.4 million litres** were **100% agave tequila**. * In **2025**, tequila exports reached about **408.0 million litres**, with **Spain, Germany, the UK, and France** among the leading destination markets outside the US. #### Source links * [The Spirits Business — Tequila worth £35m in UK off-trade](https://www.thespiritsbusiness.com/2024/06/tequila-worth-35m-in-uk-off-trade/) * [Grupo Krom summary citing Tequila Regulatory Council export data](https://grupokrom.com/en/national-news/tequila-exports-exceed-levels-seen-over-the-past-three-years/) * [Statista chart based on Consejo Regulador del Tequila — Mexico tequila export volume 2025, by country](https://www.statista.com/statistics/311749/mexico-s-export-quantity-of-tequila-by-country/) ### Further reading * [The Spirits Business — Diageo targets Europe for Tequila growth](https://www.thespiritsbusiness.com/2023/11/diageo-targets-europe-for-tequila-growth) * [The Spirits Business — Tequila worth £35m in UK off-trade](https://www.thespiritsbusiness.com/2024/06/tequila-worth-35m-in-uk-off-trade) * [Ecommerce Europe — European E-commerce Report 2025](https://ecommerce-europe.eu/wp-content/uploads/2025/10/CMI2025_LIGHT_CORRIGENDUM.pdf) --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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