The global tequila market is characterized by leading brands such as Sauza, Patrón, and El Jimador. Sauza tequila sold about 2.9 million 9 liter cases in 2017. 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 17.21 million 9 liter cases sold in 2017. The tequila brand Jose Cuervo commanded 21 percent of U.S. tequila volume sales in 2017. Patron and Sauza tequila also accounted for a double-digit volume share in that year.
The latest consumption statistics illustrate that consumers aged between 30 and 49 drink the most tequila in the United States, with almost 36.2 percent of respondents within this age range stating that they drink the alcoholic beverage. The total U.S. consumption of tequila amounted to nearly 17.4 million 9 liter cases in 2017. Broken down on a state-level, California ranked first in terms of consumption. Texas and Florida rounded off the leading three consumption states.