Tequila is an agave-based distilled spirit from Mexico. This alcoholic beverage is exclusively produced in the Mexican state of Jalisco and in a couple of municipalities in Guanajuato, Michoacan, Nayarit and Tamaulipas.
In the United States, three major tequila brands accounted for more than half of the country’s total tequila volume sales in 2018. Patron and Sauza were the second and third most popular brands respectively. That year, approximately 18.54 million 9-liter cases of tequila were purchased by U.S. consumers. Consequently, tequila retailers, wholesalers and suppliers nationwide generated over 13 billion U.S. dollars in sales. California and Texas were the largest tequila-consuming states. More than 20 percent of the nation’s tequila consumption was accounted for by the former and nearly 13 percent by the latter. From 2009 to 2017, Californians and Texans had consumed some 1.5 to about three million cases of tequila annually. Both federal states share a border with Mexico.
El Jimador, the fourth best-selling tequila brand worldwide, only ranked eighth in terms of U.S. volume sales. The brand sold more than one million 9-liter cases in 2018, however, U.S. sales only accounted for one-third of total volume sales. Between 2011 and 2015, there were 171 tequila and mezcal product introductions in the country.