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# Craft Tequila Grows 18.6% as Overall Segment Sags
- URL: https://bevnews.net/craft-tequila-grows-18-6-as-overall-segment-sags/
- Published: 2026-10-28T06:17:25.000Z
- Updated: 2026-10-28T06:17:25.000Z
- Author: Joel Whitaker
- Tags: Sponsorships, 1800 Tequila

Craft tequila is growing, even though tequila as a whole is a decling category. That's one of several interesting conclusions in a new study from the Tequila Report.

 The report’s 181-brand craft segment grew dollar sales 18.6% over the past year, while all other tequila brands declined 5.4%. Craft represents just 9.7% of measured U.S. tequila retail dollars.

Other significant notes from the study:

- **35% say they are drinking more tequila than they did a year ago, compared with just 9% who say they are drinking less.** But, all the momentum in tequila is in the craft segment.
- **In the past year, a collection of 181 craft brands grew 18.6% in retail dollars while the rest of the tequila market declined 5.4%.** Over two years, craft added approximately $167 million in retail sales, while conventional tequila gave up approximately $92 million.
- **Brand familiarity ranks above additive-free claims.** When buying tequila for themselves, 72% of respondents say brand familiarity matters some or a lot, ahead of price at 64% and additive-free claims at 55%. (Though it’s interesting to note that 76% of the people surveyed had heard of “additive-free,” in terms of tequila.)
- **Monthly tequila drinkers report drinking more, but most blanco buyers stay at $50 or less.** Thirty-five percent say they’re drinking more tequila than a year ago, versus 9% drinking less. Eighty-two percent of blanco buyers in the U.S. typically spend $50 or less for a 750ml bottle.
- **Bartenders have considerable influence.** Thirty-two percent say bartender or server recommendations influence which tequila they try or buy, compared with 17% who cite retail employees. Both rank ahead of every paid advertising channel tested.

“People aren’t quitting tequila. They’re getting much more selective. That’s great news for brands drinkers know and want, but terrible news for legacy brands that are not innovating,” said **Jay Baer**, Editor of *The Tequila Report.*

**Key Findings:**

- The tequila aisle has split into two markets moving in opposite directions.
- Tequila drinkers in the U.S. say they are drinking more, not less.
- People in the U.S. bought more tequila than ever and paid less for it.
- Expensive tequila is a splurge, not a routine.
- Tequila is increasingly a blanco plus reposado category.
- Brand familiarity outranks every claim on a bottle label, and credentials reward drinkers who were already converted.
- A bartender sells more tequila than a liquor store clerk, and why.
- Most tequila drinkers in the U.S. have exactly one word for quality, and many are still asking basic questions about tequila.
- There is no aspirational ladder in tequila. Most consumers seek out a few big brands.