March 31, 2026

The Tequila Boom Isn’t Over: Why Craft Tequila is Growing 28.5%

The tequila boom isn't fading,  but it is dividing. According to Jay Baer of The Tequila Report, the category is fracturing into two distinct markets. Top legacy brands like Don Julio, Patrón, and Casamigos saw sales dip 1.5% in 2025, while craft tequila brands surged nearly 29%.

The split reflects two types of drinkers: price-conscious consumers who treat tequila as a generic category, and enthusiasts who care deeply about production methods and brand story.

Watch the full session to learn which strategies are separating winning craft brands from the rest. With hundreds of brands claiming artisanal credentials, differentiation is critical. The brands succeeding are investing in direct consumer education through digital content and building loyalty before a bottle ever hits a shelf.

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The Tequila Report's research included 130 craft brands, with an estimated 200 to 300 brands positioning themselves as craft or artisanal.

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