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Perhaps the first-ever comprehensive, national study devoted to tequila drinkers' behavior in the United States, this research provides rich, never-before-revealed insight into who drinks tequila, when, and why. Combined with sharp analysis of actual sales data, this report "Tequila's 10% Problem" shows why the tequila market as a whole CANNOT grow unless craft tequila brands continue to grow, and provides the recommendations and requirements for that to occur.