Agave Spirits
The art of agave As agave spirits continue on an upward trajectory, Molly Nicholas explores the difficulties facing the category and the opportunities for retailers to overcome them.
Tequila and mezcal have enjoyed high
that the demand for agave spirits is more
growth (RSV), ahead of any other spirit
levels of consumer demand in recent years,
than a trend.
category,” says Steve Carr, Trade Marketing
making agave spirits one of the fastest
“It’s an evolution that shows no sign of
growing spirits categories, not only in
slowing. While still clearly dominated by
“While tequila has traditionally been
Australia but around the world. According
tequila, we are seeing the first green shoots
heavily skewed towards on-premise
to the IWSR, the agave spirits category is
of a new era, with new regions, producers
consumers, the growth in tequila is now
expected to grow at seven per cent volume
and innovation and combining to deliver
predominantly coming from the off-
CAGR between 2022 and 2027, with lesser-
category-redefining spirits.”
premise. This has been driven by Aussies
known agave spirits also tipped for success.
Manager, Fever-Tree.
increasingly choosing to drink at home and
The agave spectrum
host cocktail parties as a more economical,
says Alex Godfrey, Patrón Tequila Brand
Not only is tequila the key engine of growth in
convenient option to the on-premise.”
Ambassador. “This is due to intrigue
the agave spirits category, but also in the wider
Beyond tequila, alternative agave spirits
about what it is, the beauty of Mexico and
spirits category. One of the fastest growing
are now getting their fair share of space in
the deliciousness of the liquid itself. It is
spirits in the premium spirit category, the
the retail environment. When agave spirits
something you can discover, and this means
IWSR predicts that tequila will hold a 55 per
first began trending, mezcal joined tequila
it is a growing category in hard times.”
“Agave spirits are in a unique position,”
cent share of global category value by 2026.
as a prominent spirit of choice, and in more
While the category is booming, Trent
“Off the back of three years of double-
recent years that has extended to lesser-
Fraser, CEO, Top Shelf International, says
digit growth, tequila is still in nine per cent
44 | National Liquor News
known agave spirits.
