The tequila market is shrinking. But not everywhere.
Overall spirits sales fell 4.1% in 2025, and even tequila — still the strongest-performing spirits category in America — is feeling the pressure. Only 54% of American adults now consume alcohol, an 87-year low. The boom years of broad, easy category growth are over.
And yet, inside that contraction, something interesting is happening. Two distinct groups of tequila brands are not just surviving — they are growing fast. One group costs less than $30 a bottle. The other costs more than $50. The middle, where most of the big legacy brands live, is where the pain is concentrated.
That pattern is exactly what we documented in our research report Big Tequila is Down and Craft Tequila is Up. The tequila market is bifurcating — splitting into a value segment and a craft segment, with mass-market brands caught in the middle.
The fastest-growing brands in this list reflect both sides of that split. Value brands like Caliber, El Magico, Bara Cara, Los Generales, Avanzado, La Puerta Negra, Cantera Negra, and Lunazul are winning on price accessibility — especially as budget-conscious consumers trade down from mid-shelf staples. On the other end, craft brands like El Mexicano, Zumbador, Humano, Carabuena, G4, La Gritona, Lost Explorer, Wild Common, Lalo, Aguasol, Lost Lore, El Bandido Yankee, and Authentico are winning on authenticity — earning loyal, educated consumers who care deeply about how their tequila is made.
35 Fastest-Growing Tequila Brands in Stores Right Now
Rank | Brand | % Change |
|---|---|---|
1 | +10,241% | |
2 | +5,327% | |
3 | +4,398% | |
4 | +3,612% | |
5 | +1,487% | |
6 | +1,326% | |
7 | El Magico | +865% |
8 | +623% | |
9 | +315% | |
10 | +290% | |
11 | +270% | |
12 | +255% | |
13 | +220% | |
14 | Herencia Mexicana | +192% |
15 | Los Rijos | +179% |
16 | +147% | |
17 | +124% | |
18 | +111% | |
19 | +102% | |
20 | +98% | |
21 | +95% | |
22 | +92% | |
23 | +91% | |
24 | +80% | |
25 | +75% | |
26 | La Puerta Negra | +67% |
27 | Cantera Negra | +67% |
28 | +66% | |
29 | +65% | |
30 | +65% | |
31 | +65% | |
32 | +65% | |
33 | +57% | |
34 | +57% | |
35 | +51% |
A note on the data: This list is based on the last 52 weeks of retail sales data in the United States from March 28, 2025 through March 28, 2026.
The main list is limited to brands that sold at least 4,900 bottles over the past 12 months. The breakout list below includes brands selling 1,500 or more, not otherwise included in the primary list.
These lists cover sales at larger retail chains — grocery stores, big-box retailers, and chain liquor stores. It does not include on-premise sales at bars and restaurants, sales in control states where the government manages alcohol distribution, or sales at smaller independent liquor stores. Those channels represent a substantial portion of total tequila sales, and craft brands in particular tend to over-index there. In other words, this data likely understates the true momentum of craft tequila.
What it does capture is a clear and compelling signal: the fastest-growing tequilas right now are either priced for value or built for believers.
10 Breakout Brands to Watch
These tequilas are growing fast, but don’t yet have enough total sales to make the main list of rapidly expanding tequila brands.
Brand | % Change |
|---|---|
Tezon | +4,802% |
Marcado 28 | +1,788% |
Blowfish | +191% |
Pura Vida | +184% |
Rey Supremo | +144% |
3 Tres | +121% |
Bayo | +113% |
Grand Love | +95% |
Tres Comas | +95% |
Primera Mano | +88% |
Some of the brands included in this research are partners of The Tequila Report.
About the Author
Jay Baer has spent 30+ years studying tequila and agave spirits. He is the co-founder and editor of The Tequila Report. Jay is also the New York Times bestselling author of seven books, a Hall of Fame keynote speaker, and has spent three decades building and advising brands.
In addition to The Tequila Report, Jay and his business partner, Maddie Jager, are co-founders of Slingshot, an invitation-only community of emerging tequila brands. Jay lives in Bloomington, Indiana and Puerto Vallarta, Mexico.
You can find him on Instagram.
