(Photo: Becle)
Catapulted to popularity by a wave of celebrity-owned brands and glitzy ultra-premium bottles, tequila's dominance in the United States shows few signs of slowing down. But who exactly is leading the charge?
Going off of The Spirits Business' recently released Brand Champions report, we're rounding up the top ten best-selling tequilas of 2023. For the most part, new releases took a backseat to old favorites that have been running the game for decades. Though your favorite brand may not have made the list, you're sure to have a strong opinion — whether good or bad — on at least one of these heavy hitters.
10. Olmeca (Including Altos) - 1.3 million cases
[caption id="attachment_74504" align="aligncenter" width="600"] (Photo: Olmeca Altos)[/caption]
Headed by French spirits firm Pernod Ricard, Olmeca produces a range of mixto tequilas alongside its 100% agave "Altos" line. Particularly popular in the UK, the brand has picked up traction stateside with a pair of flavor-infused expressions, pre-batched margaritas and sparkling RTDs. If you're fond of cocktails, Olmeca has you covered with seemingly endless possibilities.
9. El Jimador - 1.6 million cases
[caption id="attachment_74498" align="aligncenter" width="600"] (Photo: El Jimador)[/caption]
El Jimador shares its name with the farmers who trim and harvest agave piñas in the fields of Jalisco, an inspiration you'll find embossed on the front of each bottle. Acquired by whiskey giant Brown-Forman in 2006, the brand recently doubled down with a $200 million distillery expansion aiming to fuel continued growth in the United States.
8. Espolon - 1.6 million cases
[caption id="attachment_62868" align="aligncenter" width="600"] (Photo: Espolon)[/caption]
Decades after its founding in 1998, Espolon experienced the highest growth in 2023 (+18.1%) among the year's top ten best-selling tequila brands. Toasting its success, the brand unveiled a commemorative 25th-anniversary bottling in April that reimagined its black-and-white lithograph design.
7. Hornitos - 1.9 million cases
[caption id="attachment_74500" align="aligncenter" width="600"] (Photo: Hornitos)[/caption]
Often seen in its Plata, Lime Shot and Spiced Honey varieties, Beam Suntory's Hornitos is a staple behind the bar counter and in mixed drinks. Though the brand hasn't released a new expression in years, you'll find it circulating through headlines thanks to promos like its meme-worthy Green Elephant Shop, which offered to reimburse terrible gift recipients with a bottle of liquor.
6. Gran Centenario - 2.1 million cases
[caption id="attachment_74506" align="aligncenter" width="600"] (Photo: Gran Centenario)[/caption]
The first entry on our list from Becle, the tequila titan behind Jose Cuervo, Gran Centenario was founded in 1857 by famed tequilero Lázaro Gallardo. The brand — self-described as "Mexico's #1 Tequila" — is known for its art-deco-inspired decanters and ongoing partnership with soccer organizations like the Leagues Cup.
5. 1800 Tequila - 2.8 million cases
[caption id="attachment_74496" align="aligncenter" width="600"] (Photo: 1800 Tequila)[/caption]
Another popular Becle-owned brand, 1800 has cemented its place in the market with frequent limited-edition drops. Those in search of a collector's piece can pick up 1800's NFT decanter, co-branded NFL releases, orange liqueur-finished Guichimonton or its ongoing Artist's Series that's recruited the likes of Keith Haring, Basquiat and Shepard Fairy throughout its run.
4. Casamigos - 3 million cases
[caption id="attachment_59518" align="aligncenter" width="600"] (Photo: Casamigos)[/caption]
Shockingly the only celebrity-owned tequila on this list, Casamigos was founded in 2013 by future spirits super-stars George Clooney and Rande Gerber. Though the brand was sold to Diageo in 2017 for a handsome $1 billion, the imprint has maintained momentum with a steady stream of releases and high-profile product placements. Over the past couple of years, Casamigos has unveiled its first foray into the trendy cristalino category alongside a jalapeño-infused "Casamigas" release helmed by model Cindy Crawford.
3. Patron - 3.2 million cases
[caption id="attachment_74502" align="aligncenter" width="600"] (Photo: Patron Tequila)[/caption]
Immediately recognizable by its short and stout silhouette, Patron rose to prominence in the early 2000s as a pop culture icon within the agave spirits category. Though sales have gradually declined over time (down 8% in 2023), the Bacardi-owned brand still has plenty of tricks up its sleeve. Patron recently reintroduced its cult-hit XO Cafe coffee liqueur, debuted a pair of unconventional smoked tequilas and cashed in on the premium category with Patron El Cielo and El Alto. Of all the distillers on this list, Patron has been the most eager to experiment with the possibilities.
2. Don Julio - 3.4 million cases
[caption id="attachment_74495" align="aligncenter" width="600"] (Photo: Don Julio)[/caption]
Arguably the industry leader in premium tequila, Don Julio has chosen to prioritize a small roster of expressions over a vast back catalog. In addition to its flagship Blanco, Reposado and Añejo, the distiller leans heavily on Don Julio 1942, a frequently sighted symbol of luxury in music videos, award ceremonies and celebrity social media feeds. Catering to its reputation, the brand recently unveiled a quintet of 1942 NFTs at $35,000 a cask; by design, the kind of attention-grabbing release sure to keep the hype train moving without a hitch.
1. Jose Cuervo - 9.5 million cases
[caption id="attachment_74524" align="aligncenter" width="600"] (Photo: Jose Cuervo)[/caption]
The name that single-handedly popularized tequila in the United States still leads the competition by a massive margin in 2024. Buoyed by endless availability on liquor store shelves, Jose Cuervo has fostered a singular reputation for regret-inducing party shots and neon green margaritas, qualities that American consumers evidently can't get enough of. Cuervo's parent company announced a promising 41% profit jump in the last three months of 2023, further evidence that the imprint is here to stay for the foreseeable future.
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(Photo: Olmeca Altos)[/caption]
Headed by French spirits firm Pernod Ricard, Olmeca produces a range of mixto tequilas alongside its 100% agave "Altos" line. Particularly popular in the UK, the brand has picked up traction stateside with a pair of flavor-infused expressions, pre-batched margaritas and sparkling RTDs. If you're fond of cocktails, Olmeca has you covered with seemingly endless possibilities.
(Photo: El Jimador)[/caption]
El Jimador shares its name with the farmers who trim and harvest agave piñas in the fields of Jalisco, an inspiration you'll find embossed on the front of each bottle. Acquired by whiskey giant Brown-Forman in 2006, the brand recently doubled down with a $200 million distillery expansion aiming to fuel continued growth in the United States.
(Photo: Espolon)[/caption]
Decades after its founding in 1998, Espolon experienced the highest growth in 2023 (+18.1%) among the year's top ten best-selling tequila brands. Toasting its success, the brand unveiled a commemorative 25th-anniversary bottling in April that reimagined its black-and-white lithograph design.
(Photo: Hornitos)[/caption]
Often seen in its Plata, Lime Shot and Spiced Honey varieties, Beam Suntory's Hornitos is a staple behind the bar counter and in mixed drinks. Though the brand hasn't released a new expression in years, you'll find it circulating through headlines thanks to promos like its meme-worthy Green Elephant Shop, which offered to reimburse terrible gift recipients with a bottle of liquor.
(Photo: Gran Centenario)[/caption]
The first entry on our list from Becle, the tequila titan behind Jose Cuervo, Gran Centenario was founded in 1857 by famed tequilero Lázaro Gallardo. The brand — self-described as "Mexico's #1 Tequila" — is known for its art-deco-inspired decanters and ongoing partnership with soccer organizations like the Leagues Cup.
(Photo: 1800 Tequila)[/caption]
Another popular Becle-owned brand, 1800 has cemented its place in the market with frequent limited-edition drops. Those in search of a collector's piece can pick up 1800's NFT decanter, co-branded NFL releases, orange liqueur-finished Guichimonton or its ongoing Artist's Series that's recruited the likes of Keith Haring, Basquiat and Shepard Fairy throughout its run.
(Photo: Casamigos)[/caption]
Shockingly the only celebrity-owned tequila on this list, Casamigos was founded in 2013 by future spirits super-stars George Clooney and Rande Gerber. Though the brand was sold to Diageo in 2017 for a handsome $1 billion, the imprint has maintained momentum with a steady stream of releases and high-profile product placements. Over the past couple of years, Casamigos has unveiled its first foray into the trendy cristalino category alongside a jalapeño-infused "Casamigas" release helmed by model Cindy Crawford.
(Photo: Patron Tequila)[/caption]
Immediately recognizable by its short and stout silhouette, Patron rose to prominence in the early 2000s as a pop culture icon within the agave spirits category. Though sales have gradually declined over time (down 8% in 2023), the Bacardi-owned brand still has plenty of tricks up its sleeve. Patron recently reintroduced its cult-hit XO Cafe coffee liqueur, debuted a pair of unconventional smoked tequilas and cashed in on the premium category with Patron El Cielo and El Alto. Of all the distillers on this list, Patron has been the most eager to experiment with the possibilities.
(Photo: Don Julio)[/caption]
Arguably the industry leader in premium tequila, Don Julio has chosen to prioritize a small roster of expressions over a vast back catalog. In addition to its flagship Blanco, Reposado and Añejo, the distiller leans heavily on Don Julio 1942, a frequently sighted symbol of luxury in music videos, award ceremonies and celebrity social media feeds. Catering to its reputation, the brand recently unveiled a quintet of 1942 NFTs at $35,000 a cask; by design, the kind of attention-grabbing release sure to keep the hype train moving without a hitch.
(Photo: Jose Cuervo)[/caption]
The name that single-handedly popularized tequila in the United States still leads the competition by a massive margin in 2024. Buoyed by endless availability on liquor store shelves, Jose Cuervo has fostered a singular reputation for regret-inducing party shots and neon green margaritas, qualities that American consumers evidently can't get enough of. Cuervo's parent company announced a promising 41% profit jump in the last three months of 2023, further evidence that the imprint is here to stay for the foreseeable future.
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