In a 12 months that noticed many spirits classes lose traction with customers, agave spirits continued to choose up steam.
In keeping with figures from Euromonitor, Tequila and mezcal registered 9.3% progress in 2020. This upward trajectory was undoubtedly aided by the excitement round celeb‐backed Tequilas, as singer Rita Ora, actuality TV star Kendall Jenner and actor Kevin Hart joined the rising variety of well-known faces who’ve launched their very own bottlings. Whereas a few of these releases have stirred controversy and dialog round culturally appropriative advertising and sustainable agave practices, they’ve additionally transformed customers to the class.
Given Tequila’s star‐studded developments, it’s becoming that Casamigos is our Tequila Model Champion this 12 months. Based by actor George Clooney together with entrepreneurs Rande Gerber and Mike Meldman in 2013, the tremendous‐premium model was acquired by Diageo in 2017 by a large US$1 billion deal. Since then, the model has steadily grown beneath the watchful eye of the spirits big. Gross sales of Casamigos handed the million-case threshold in 2020, promoting 1.1m 9‐litre instances and rising a formidable 82.3% 12 months on 12 months – the best progress charge among the many Tequila million‐case sellers.
Diageo has invested vital sources within the model’s progress, launching a mezcal in 2018 and bringing on Richard Larkin as European industrial director, a newly created function, in 2020. It has additionally capitalised on the celebrity issue by referencing Clooney in advertising pushes on social media channels.
Regardless of a difficult 12 months for the trade, 2020 was “enterprise as common” for Casamigos, in accordance with Lee Einsidler, the model’s CEO. Its success was bolstered by “accelerated progress within the off‐commerce”, and takeaway cocktails performed a key function in on‐commerce gross sales.
Einsidler says that Casamigos’ efficiency can’t be attributed to only one market – the US, Canada, the Caribbean, Europe and Australia all assist to drive progress.
“Shoppers all over the world love Casamigos for its fabulous style with no burn,” he feedback.
Among the many different prime‐performing Tequila manufacturers, Becle‐owned Jose Cuervo maintained its spot as the worldwide bestseller, with 7.3% progress, whereas Bacardi’s Patrón held onto second place because of a ten.8% gross sales enhance. An honourable point out goes to Hornitos, owned by Beam Suntory, which additionally posted double‐digit progress, up 16.4%.
Nonetheless, elevated client curiosity in Tequila didn’t profit each model. Gross sales of Brown‐Forman’s El Jimador dropped by 10.6%, and Beam Suntory‐owned Sauza’s numbers tumbled by 34.2% to 1.1m instances.
Tequila (figures: million 9l-case gross sales)