I remember during covid when Tequila seemed so popular that brands that were once easily accessible all of a sudden became allocated and it was a crap shoot whether they would show up on the truck!
Well, America’s thirst for tequila hasn’t slowed down. In fact, in 2024, tequila sales surpassed vodka sales in the United States, and over 60% of bars plan to expand their Tequila and mezcal offerings.
But what makes this spirit really stand out from the rest? There are several reasons, but I like to think it’s because tequila is delicious! It is an incredibly versatile spirit that offers several variations that are sure to meet the preferences of a wide range of customers. From the super clean, agave forward blanco, to the rich and complex extra añejo featuring aromas of vanilla, caramel, and spices, tequila really has something for everyone. It also doesn’t hurt that tequila is the base ingredient in what I consider the most perfect cocktail ever invented, the margarita. See below for a simple hand shaken recipe.
Another factor leading to tequila’s growth is preimmunization. Premiumization is a current trend where consumers are willing to pay more for products they perceive as higher quality, more authentic, or more exclusive. It's not just about price, it’s about perceived value. So, as the industry also trends towards lower alcohol consumption, customers are willing to spend more when they drink, but they are drinking less often.
Tequila is versatile. Gone are the days of the Tequila “party shot” image (hopefully forever ). Not only is tequila being used in craft creations and in variations of other common cocktails, it has also found a place in the sipping market next to whiskey.
On My Shelf: There are several. Because I never know what I might be in the mood for after dinner, I keep a respectable selection on hand at all times. If I am feeling a margarita or Mexican mule, I typically use an inexpensive reposado like Hornitos or Milagro. If I am in the sipping over an ice cube type mood, then I usually stare at the shelf for a few minutes until something hits me! I am a huge fan of Fortaleza reposado, Don Fulano Blanco, and Adictivo Aañejo. And for something a little more unique, I really enjoy the Código 1530 Rosa, aged for one month in Napa Valley wine barrels.
Whatever your preference is for tequila, there is likely a brand or style out there to help you appreciate this wonderful libation. And if you are someone who has yet to experience tequila, what are you waiting for? Try a few and begin to zero in on what you like and what you don’t. If you have steered clear of tequila because you once had a rough night in college with a lime, some salt and a shot glass (who hasn’t?), I encourage you to keep trying. Once you find “the one," it's game on and you will be off to the races!
But no matter what you are drinking, make sure to have fun and drink responsibly. Cheers!
Chris' Recipe for a Hand Shaken Fresh Citrus Margarita
(Equipment: Cocktail Shaker, Jigger, Citrus Squeezer)
(Glass: Rocks)
Ingredients:
1.5 oz Tequila
0.5 oz Grand Marnier
Juice from ½ Lemon
Juice from ½ Lime
1.5 Tbsp Powdered Sugar
Garnish: Salt, Lime Wedge
Directions:
Rim cocktail glass with salt.
Fill a cocktail shaker half-way with ice.
Add all ingredients.
Shake very well, at least 30 times.
Dump entire contents of shaker into rocks glass.
Garnish with lime wedge.
Enjoy!
Chris Sarten is an experienced food and beverage leader with over 25 years of experience. His career began bussing tables as a teenager. His private club journey began at the age of 21 in Las Vegas, NV where he would work his way through the ranks and begin his first position as Food & Beverage Director. Chris has spent much of his career at the Food and Beverage Director level. Working at