- Sales of Maestro Dobel Diamante soar by +428% on last year
- Searches for margarita recipes are up by 70% on Waitrose.com
- Data illustrates that we now prefer to sip rather than slam our tequila
According to recent sales data from Waitrose, the days of the slammer are over, with tequila sales increasing as cocktail fans seek it out for sophisticated summer serves.
Once the only way to drink tequila was ‘rapido’ in shot form, served with a slice of lime and a sprinkle of salt. However, our latest sales indicate that our drinking habits have changed, with a move to premium brands that are being sipped and savoured or served as cocktails for a longer, more flavourful drink.
In recent weeks, tequila has taken TikTok by storm with a spicy margarita cocktail clocking nearly 25,000 views in the last seven days. The sweet agave spirit also has several celebrity fans, including Jennifer Aniston, who admits to sipping tequila on her ‘cheat day’ and Victoria Beckham, who loves drinking it on the rocks or in a paloma cocktail, tequila is set to be the taste of summer.
Customers are opting for premium brands, with Maestro Dobel Diamante Tequila sales soaring by 428% compared to last year. Another popular premium brand is VIVIR which has been growing by 23.1% in recent weeks, indicating that there is a growing interest and excitement in all things agave.
Customers are also exploring different ways in which they can enjoy the drink in a more relaxing convivial way, as searches on Waitrose.com for margarita and paloma cocktail recipes rose by 70% and 214% on the previous year.
John Vine, spirits buyer at Waitrose said: “Tequila is definitely having its moment in the sun! We are now selling over 20 varieties, with customers looking to enjoy it sipped over ice, as a cocktail ingredient, or with soda for a low-sugar, summer spritz option.”
John Vine continues: “It’s great to see people move away from the slammers of old and towards something more flavourful and exciting. We see tequila becoming a staple in home bars everywhere soon, in the same way that gin did and we think this summer we’ll be experimenting with fruity cocktails.”
Restaurants are also elevating their tequila menus, with a multitude of different brands now available to choose from. London’s Kol restaurant, which was recently named in the World’s Best 50 Restaurant list, has an entire bar dedicated to tequila and Hacha bar in Dalston, London serves up over 25 different varieties – with a menu dedicated solely to agave-based drinks.
