Ready-to-drink spirits beverages jumped over 16% year-over-year in 2025 to $3.8 billion, more than doubling market share since 2021 as consumers embrace convenience and accessible price points, according to DISCUS data.
Tequila's lower price tiers also demonstrated category resilience, with entry-level tequila/mezcal volume growing 6.5% in 2025 and mid-tier climbing 2.8%. Tequila was the only spirits category posting volume gains at these price points.
The data signals strategic opportunities in RTDs and accessible premium tequila as the market normalizes post-pandemic, rewarding brands delivering quality at approachable price points across expanding consumer occasions. Companies with RTD and affordable tequila exposure are well-positioned for growth.
“When we look at our insights, over half of all vodka consumers dabble in flavors, and over a third of all vodka consumption is flavor," notes Aleco Azqueta, Grey Goose VP of Global Marketing.
.png?upscale=true&width=1200&upscale=true&name=New%20Daily%20Newsletter%20Header%20(1).png)
.png?upscale=true&width=1000&upscale=true&name=2024%20Email%20Assets%20(2).png)
.png?upscale=true&width=1120&upscale=true&name=2024%20Email%20Assets%20(9).png)
.png?upscale=true&width=1120&upscale=true&name=2024%20Email%20Assets%20(6).png)
.png?upscale=true&width=1200&upscale=true&name=2024%20Email%20Assets%20(4).png)
