The Mexico tequila market size was valued at USD 3470.94 Million in 2025. The industry is expected to grow at a CAGR of 6.50% during the forecast period of 2026-2035 to reach a value of USD 6515.43 Million by 2035. The market expansion is primarily influenced by the growing demand for premium and ultra-premium tequila products that mainly highlight the heritage and the use of traditional production methods.
Authenticity, craftsmanship, and a story originating from the Mexican culture are the main elements that domestic and international consumers seek in tequila. Manufacturers are thus developing ultra-premium brand extensions in the Mexico tequila market, in most cases, made from single-estate agave and being racked with attention in oak barrels while at the same time using ancestral techniques like baking agave in a pit, fermentation with heirloom yeast, and slow distillation process.
One example is the product of Clase Azul, Blanco Ahumado, introduced in June 2025, as a perfect illustration of this trend, combining pit-roasted agave with traditional craftsmanship to produce a smoky, complex profile. Also, Zamora Company's Volteo which was unveiled in September 2024, is a luxury brand that uses authentic agave sourcing to attract consumers in the upper segment of the market. Consumers' elevated perception of a converged premiumization and heritage-focused production has resulted in increased revenues in a highly competitive Mexico tequila market.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
6.5%
Value in USD Million
2026-2035
*this image is indicative*
| Mexico Tequila Market Report Summary | Description | Value |
| Base Year | USD Million | 2025 |
| Historical Period | USD Million | 2019-2025 |
| Forecast Period | USD Million | 2026-2035 |
| Market Size 2025 | USD Million | 3470.94 |
| Market Size 2035 | USD Million | 6515.43 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 6.50% |
| CAGR 2026-2035 - Market by Region | Northern Mexico | 7.0% |
| CAGR 2026-2035 - Market by Region | The Bajío | 6.9% |
| CAGR 2026-2035 - Market by Price Range | Ultra-Premium Tequila | 7.4% |
| CAGR 2026-2035 - Market by Distribution Channe | Off Trade | 7.2% |
| Market Share by Region | Baja California | XX% |
The innovation of infused and flavored tequila is one of the most significant factors that drive Mexico tequila market growth as brands appeal to younger consumers who are looking for bold flavors. Producers do not only limit their products to traditional occasions, but they have also started to create more vibrant taste profile by including citrus, coffee, and spices. Pernod Ricard’s launch of Altos Infusionado in October 2023 is a primary instance of this, where two variants, Cítricos and Café Natural, were introduced specifically for the Mexican market, thus being a significant innovation milestone.
The involvement of celebrities in the promotion of tequilas is a factor that keeps the product at the peak demand in the Mexico tequila market, while boosting consumer engagement. Partnerships involving athletes and entertainment-related personalities not only expands the brands' reach but also help them attain premium segments resulting in a more significant impact. The September 2024 introduction of Volteo tequila by Zamora Company based in United States of America and the backing of NFL quarterback Dak Prescott, is a good example of how the association of luxury tequila with the leading and most visible personalities in the world can leverage influence and further reach expansion.
International collaborations in the Mexico tequila market are strengthened by expanded global distribution opportunities, streamlined regulatory processes, and enhanced cultural promotion of authentic tequila in new markets. Right at the beginning of the year 2025, the Government of Jalisco and Espirituosos España signed a strategic agreement that focuses on building a solid relationship between these two partners as a way to support the expansion of tequilas in Spain by means of campaigns, exchanged knowledge, and connected international markets. These alliances not only strengthen the global image of tequila but also accelerate growth fueled largely by exports.
Ecological sustainability is gradually turning out to be the main reason behind consumers making a particular purchase, in this case, the preference of organic, additive-free, and a morally sourced tequila. Companies that implement clean-label measures and environmentally friendly manufacturing processes are more successful in the premium class. The case of Volteo tequila launched in September 2024 and positioned as organic and free of any additives, is one of the best examples of an eco-conscious spirit’s market that is growing while at the same time, meeting the expectations of modern consumers.
To a greater extent, customers of the Mexico tequila market are opting for products which are based on the ancestral production methods, incorporate traditional, smoky profiles. By doing this, manufacturers combine the purity of tequila with the complexity of mezcal thus making the product attractive to those who are not only looking for unique but also for deep with regard to taste connoisseurs. The release of Clase Azul’s Blanco Ahumado in June 2025 is one of the leading examples of agave roasted in the pit-oven whose smoke and techniques come from Jalisco thus making the product an elegant and historical one.
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The EMR’s report titled “Mexico Tequila Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Key Insights: The scope of the Mexico tequila market involves product types that address different consumer preferences. Blanco is still popular with younger consumers and cocktail-focused demand, whereas Joven and Mixto Gold are gaining the attention of value-conscious buyers. Reposado and Añejo are two well-established options in the premium category because of their sophisticated aging profiles. At present, Extra Añejo is gaining ground at a fast rate in the ultra-premium segment as evidenced by José Cuervo’s 2025 collector’s box created by Ana Segovia.
Market Breakup by Purity
Key Insights: The Mexico tequila market is witnessing a strong shift toward 100% agave varieties, driven by rising consumer demand for authentic, clean-label, and premium spirits. This transition is further accelerated by product innovation and robust export momentum, supported by brand strategies that emphasize traceability, provenance, and terroir. At the same time, 60% tequila (mixto) keeps lively because of its low price and the strong presence of mass-market channels, mostly for cocktails and entry-level consumers. Nevertheless, its development is slower as there is more and more talk about premiumization, artisanal production and high-purity labeling which are already consumer expectations in local and foreign markets.
Market Breakup by Price Range
Key Insights: The Mexico tequila market segments its consumers based on their purchasing power. Value tequila continues to attract cost-focused buyers looking for versatile mixing options, whereas premium tequila resonates with aficionados who prefer deeper agave expression and higher craftsmanship. Meanwhile, premium and super-premium categories are both observing notable uptake with limited-edition releases and collectible bottles. For instance, Riazul made its Cristalino Añejo ultra-premium debut last August 2025, a 100% Blue Weber agave tequila that had been aged in American oak and then filtered to lucidity. This trend is driving the ultra-premium segment to growth as luxury consumers make up their minds to trade up for artistry and exclusivity.
Market Breakup by Distribution Channels
Key Insights: Most of the Mexico tequila market revenue is distributed through off-trade and on-trade channels, which are mutually exclusive in terms of the consumer needs they meet. Off-trade covers retail stores, supermarkets, and e-commerce, which are the main drivers of volume sales and widen the accessibility for value and premium tequilas. On-trade consists of bars, restaurants, and hotels, which elevate the premium and ultra-premium consumption levels by offering curated experiences, mixology, and tastings. More and more, companies are integrating the two channels into one interact by using omnichannel marketing strategies to increase their visibility, create purchase behavior and brand loyalty both in the domestic and international markets.
Market Breakup by Region
Key Insights: Premium consumption in Baja California and Northern Mexico continues to rise due to rapid urban expansion and strong cross-border cultural influence, with brands like Casa Dragones, Patrón, and Herradura gaining strong traction among premium buyers. The Bajío and Central Mexico benefit from well-established logistics and expanding retail networks, supporting the distribution of players like José Cuervo and Don Julio. Along the Pacific Coast, especially Jalisco, leading distilleries such as Tequila Ocho and Fortaleza maintain dominance due to concentrated agave cultivation and production heritage. Meanwhile, the Yucatán Peninsula is experiencing steady demand growth, driven largely by tourism, where premium labels such as Clase Azul and Cincoro enjoy high visibility across resorts and luxury hospitality venues.
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By product type, Blanco continue to witness strong market interest
Blanco is experiencing a very good progress and brands are using purity, higher proof, and minimal intervention to get the authenticity-driven consumers. One of the significant moves was when LALO Tequila launched a limited distilled-to-proof Blanco bottled at 50% ABV in September 2025, thus preserving the natural character of the distillate without dilution. It is a big change for Blanco to be seen as a premium, collectible expression, off the shelf, and not just as a standard cocktail base, which is the trend for most of the consumers.
Deposado category is recording more and more growth in the Mexico tequila market with the movement of producers to highlight artisanal aging, single-field sourcing, and higher-proof formats. In August 2025, Tequila Ocho unveiled a Barrel-Proof Reposado that was aged in old American whiskey barrels and bottled at 101 proof, thus intensifying the character and the depth of the agave. This transition is a sign of the Reposado premiumization, a move that makes it a sophisticated choice to the consumers who are looking for complexity beyond the standard aged tequila.
By purity, 100% tequila witnesses consistent demand
The 100% agave tequila segment has become one of the most attractive purity standard to consumers who prioritize authenticity, premium quality, and sticking to the traditional way of producing tequila. To gain and maintain the trust of the consumers, brands are placing their money in artisanal processes, estate-grown agave, and clean-label certifications. For instance, in February 2025, Patron, introduced its ‘100% Additive-Free"’campaign, that accentuated the use of only Blue Weber agave, water, and yeast. These kinds of moves extend the brands' trustworthiness and position 100% agave tequila as a sophisticated, elegant choice at home, as well as in foreign markets, thus, making a repeat consumption and loyalty doable among the discerning buyers.
The mixto tequila is highly in demand in the Mexico tequila market for the mass-market consumers as it is made up of affordable and widely available ingredients. The companies are drawing younger and event-focused audiences through flavor, presentation, and novelty. As an illustration, in 2025, Sunrise Spirits released Tequila Sunrise Sparkle, a mixto tequila that was injected with edible glitter to attract social-media-savvy millennials. Through such creations, mixto is able to give life to its tradition, draw newcomers, and brand awareness in the retail and on-trade segments that are at a standstill, thus, enabling continuous segment development notwithstanding the existence of premiumization trends.
By price range, premium tequila records notable demand among consumers
The tequila premium tier is becoming more robust as consumers gradually move from basic offerings to brand-led quality. In order to keep the loyalty of the existing buyers and attract new ones, producers are revitalizing the old repertoire, increasing ABV, and refining packaging. As an illustration, in November 2025, 1800 Tequila launched high proof versions of its Blanco and Reposado (45% ABV, 90 proof) to deliver more volume and a more vibrant and richer agave character. These kinds of releases give a lifeline to premium brands and at the same time, they are contributing to market growth.
| CAGR 2026-2035 - Market by | Price Range |
| Ultra-Premium Tequila | 7.4% |
| Premium and Super-Premium Tequila | 6.9% |
| Premium Tequila | XX% |
| Value Tequila | XX% |
The ultra-premium tequila segment is becoming a very attractive proposition in the Mexico tequila market for consumers as a result of the features of innovation, exclusivity, and artistic storytelling. The brands are introducing limited-edition variants and lifestyle integrations to gain the attention of affluent, experience-seeking consumers. In May 2025, 1800 Tequila presented a one-of-a-kind, tequila diamond, a brooch made from its Cristalino tequila, Janelle Monáe wore it on the red carpet, thus combining luxury, art, and sustainability. This daring step not only consolidates the position of tequila but also makes it more attractive as a collectible spirit.
By distribution channel, off-trade channels generate substantial product sales
The off-trade channel, which includes supermarkets, liquor stores, and online platforms, is the main source of the growth of tequila sales as it offers an easy access to a wide range of products. Brands are using exclusive bundles and digital campaigns in order to attract home consumers. As an illustration, Teremana Tequila introduced its “Guac on the Rock” promotion in May 2025, enabling customers to get a refund on appetizers when purchasing Teremana cocktails at a certain retailer and DoorDash. Such moves to the off-trade area enhance consumer awareness, trial, and loyalty.
| CAGR 2026-2035 - Market by | Distribution Channel |
| Off Trade | 7.2% |
| On Trade | XX% |
The on-trade channel, which includes bars, restaurants, and hotels, lead the sales of the Mexico tequila market, especially the premium products by means of curated tastings, signature cocktails, and immersive brand experiences. Brand owners seek to demonstrate to consumers the artistry and the origin of their product through the hospitality industry. In fact, in July 2025, Clase Azul collaborated with luxury resorts in the Riviera Maya to provide interactive tequila tastings and mixology masterclasses. These activities help to improve brand image, attract wealthy consumers, and increase the use of premium tequila in on-trade environments.
By region, the Bajío is emerging as a hotspot
The Bajío is essential to the continuation of tequila's supply chain by providing the means for the agave cultivation, distillation, and distribution. In March 2025, the Tequila Regulatory Council (CRT) praised the work that the producers, distillers, and government agencies are doing in concert to not only keep the tequila industry going but also to raise the level of the industry in general. Among these measures, there are safer ways to get the agave, better quality standards, and more reliable production which as a result, allow the producers to satisfy the rising demand both at home and abroad and still strengthen the region's position as a key player in the market of tequila.
Nevertheless, the Pacific Coast, and mainly Jalisco, continues to be the core in the Mexico tequila market, where the tequila distilleries are scaling operations to be able to supply the increasing global demand. In May 2025, Brown Forman made public the decision to put in USD 65 million to facilitate the expansion of its Casa Herradura distillery, the main areas to be improved being wastewater treatment and barrel warehouse capacity increase. These changes empower local production capacities, are good for the environment, and create conditions favorable to the progress of premium and ultra-premium tequilas.
| CAGR 2026-2035 - Market by | Region |
| Northern Mexico | 7.0% |
| The Bajío | 6.9% |
| Baja California | XX% |
| Central Mexico | XX% |
| Pacific Coast | XX% |
| Yucatan Peninsula | XX% |
The top Mexico tequila market players are progressively allocating more resources towards premiumization, sustainability, and production innovation with the intention of keeping their market competitiveness at a high level. Among others, Diageo, Patrón, and Proximo Spirits are not only broadening high-end portfolios but also improving agave sourcing and adopting eco-friendly distillation methods. In addition, a lot of them are committing themselves to small-batch releases, artisanal methods, and digital consumer engagement as a means of brand authenticity revival and luxury as well as mid-premium segments demand capture.
Competitive dynamics of tequila the Mexico tequila market are being affected by the use of strategic partnerships, global distribution expansion, and targeted marketing initiatives as main tools. Major Mexico tequila companies are working with influencers to create buzz around products, broadening the export capabilities, and introducing the exclusive variants that are specially designed for the preferences of a particular region. Moreover, the investments in production capacity, aging facilities, and agave supply chains are the major drivers of long-term growth. By doing so, these key players are able to not only expand their market presence but also adjust their portfolios to the changing consumer tastes and international demand.
Diageo plc is a leading flagship one of the top spirits companies around the globe, which was formed in 1997 and is based in London, United Kingdom. The company operates a worldwide portfolio full of several varieties of tequilas, among which are Don Julio and Casamigos, with which it has been consolidating its leading position in the premium category of agave spirits in the Mexico tequila market.
The Patrón Spirits Company, established in 1989 and located in Las Vegas, Nevada, is recognized for inventing the ultra-premium tequila segment. The brand not only keeps production strong in Jalisco but also continues to grow its international presence through handcrafted, luxurious tequila expressions.
Proximo Spirits, Inc., an entity set up in 2007 and with its head office in Jersey City, New Jersey, is a major contributor to the tequila market with such brands as Jose Cuervo and 1800 Tequila. The company energizes itself with the extensive distribution networks and brand innovation to be able to sustain its strong global leadership in agave spirits.
Heaven Hill which was set up in 1935 and is located in Bardstown, Kentucky, is among the biggest solo-spirit enterprises in the United States. While it is mostly famous for the whiskey heritage, the company has also made moves in the tequila industry through import strategies and providing a range of different spirits.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
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In 2025, the Mexico tequila market reached an approximate value of USD 3470.94 Million.
The major regions in the market are the Bajío, Yucatan Peninsula, Central Mexico, Pacific Coast, Northern Mexico, and Baja California.
The major product types of tequila in the market are joven, anejo, blanco, reposado, extra anejo, and mixto gold.
Mexico is the largest consumer of tequila across the globe. As tequila is the national drink of Mexico, the consumption of tequila amounts to 0.63 litres per person.
Tequila is made from the blue agave plant that is typically grown in Mexico. Mexican regions such as Michoacán, Tamaulipas, Nayarit, Guanajuato, and, Jalisco are some of the most popular tequila-producing states in the world.
Key strategies driving the market include premiumization and ultra-premium product launches, celebrity and influencer-backed branding, sustainability-focused production, innovation in flavored and infused tequila, global distribution partnerships, and targeted marketing to both domestic and international consumers.
The market is likely to be supported by the rising preference for premium tequila, the growing demand for flavoured tequila, and surging tequila sales from on-trade channels.
The market is projected to grow at a CAGR of 6.50% between 2026 and 2035.
The significant purity segments in the market include 100% tequila and 60% tequila.
The several price ranges of tequila are value tequila, premium tequila, ultra-premium tequila, and premium and super-premium tequila.
The tequila market in Mexico is estimated to reach about USD 6515.43 Million by 2035.
The different distribution channels in the market are on trade and off trade.
The key players in the market include Diageo plc, The Patrón Spirits Company, Proximo Spirits Inc., Heaven Hill Sales Co. d.b.a. Charbay Distillery, and several other regional and international producers.
The Mexico tequila market faces challenges such as fluctuating agave supply, regulatory compliance for domestic and export markets, high production costs for premium and artisanal offerings, competition from mezcal and other spirits, and maintaining brand authenticity amid rapid market expansion.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product Type |
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| Breakup by Purity |
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| Breakup by Price Range |
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| Breakup by Distribution Channels |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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