The global tequila market is characterized by leading brands such as Sauza, Patrón, and El Jimador. Sauza tequila sold about 3.8 million 9 liter cases in 2016. Regionally, most of tequila was exported to the United States from its country of origin Mexico. The U.S. was by far the largest recipient of the Mexican liquor, followed by further important markets such as Spain and Germany.
The sales volume of the American core market showed a continuous growth since 2004 and reached an all-time high with 15.87 million 9 liter cases sold in 2016. The tequila brand Jose Cuervo commanded 22 percent of U.S. tequila volume sales in 2016. Patron and Sauza tequila also accounted for a double-digit volume share in that year.
The latest consumption statistics illustrate that over 25 million people drank tequila in the United States as of spring 2017. The total U.S. consumption of tequila amounted to nearly 16 million 9 liter cases in 2016. Broken down on a state-level, California ranked first in terms of consumption. Texas and Florida rounded off the leading three consumption states.