The U.S. tequila & mezcal market: a 2025 data briefing

The findings, in context.

Revenue contraction should not automatically be read as reduced tequila consumption. Changes in price, product mix, channels and volume can all affect supplier revenue. The source's category combines tequila and mezcal, so it cannot establish which spirit drove the decline. Nor does it supply individual brand share. The prominence of the category remains clear, but any bottle-level conclusion needs a different dataset.

Key findings

1. 01

   DISCUS reports $6.4 billion in combined U.S. tequila/mezcal supplier revenue for 2025.

2. 02

   The association reports a 4.1% year-over-year revenue decline for the combined category. This is not a tequila-only volume measure.

3. 03

   Tequila/mezcal is the second-largest of the five spirits revenue categories shown in the briefing, after vodka at $7 billion.

4. 04

   Premixed cocktails including spirits RTDs grew 16.4% while the other four categories shown declined.

Methodology & data sources

We transcribed the five revenue categories and reported annual changes from the February 5, 2026 DISCUS public briefing. Values are rounded USD billions. No proprietary survey, modeling or tequila/mezcal split was performed. The source is an industry trade association; this briefing is an attributed synthesis, not independent collection.

Market and buying implications

Retailers and hospitality teams should separate aggregate supplier data from their own channel performance. Brand researchers need tequila-only volume and price-mix evidence before making claims about category demand. Consumers can use this as market context, not as a quality ranking.

Related entities & datasets

Update history

Version 1.0 · October 15, 2026 · Initial source-based briefing. Data coverage and source publication dates are recorded separately from this report's preparation date.