Market Watch, Summer 2020

SUMMER 2020 MARKETW ATCHMAG COM MARKET WATCH 45 markets says Jill Palais senior brand manager of Milagro Retailing at 53 99 a 750 ml the Select Barrel Reserve range features a Silver Tequila aged for 30 days in French oak as well Reposado and Añejo expressions aged in combinations of French and American oak Palais notes that even as more consumers move toward sipping luxury Tequilas the trend is still in its nascent stages Tequila as a sipping spirit is only just starting to gain momentum in many parts of the country she adds Milagro has had steady upward momentum in recent years rising 37 in 2019 to 306000 cases according to Impact Databank Upscale brand Código is also a sipper though it also offers a robust cocktail component Código is now in all 50 states with Southern Glazers Wine Spirits SGWS handling the brand in 45 states The portfolio includes a Blanco 45 Rosa Blanco 60 Reposado 65 Añejo 120 Extra Añejo 300 and a limited edition 12 year old Añejo 2500 Sales volume skews about 30 on premise and 70 off premise Código has an active custom barrel program with on premise operators like Cuesto Mexican Artisan Kitchen Bar a southern California based restaurant with six locations among many enthusiastic participants Cuestos bar team visited Códigos distillery inAmatitán recently to select their barrels creating a custom blend with its own label The blend will be incorporated into a signature cocktail to celebrate Cuestos post pandemic reopening and also be sold by the bottle at Puesto locations Enjoying Tequila neat is also taking off for Campari Americas Espolòn and Cabo Wabo labels With the growth of Tequila comes refinement and some brands including Espolòn and Cabo Wabo have successfully released añejo and extra LEADING PREMIUM TEQUILA BRANDS IN THE U S 1 thousands of 9 liter cases Percent Change2 Rank Brand Importer 2010 2015 2016 2017 2018 2019 2018 2019 1 Jose Cuervo Proximo Spirits 3455 3253 3481 3518 3607 3831 62 2 Sauza Beam Suntory 1315 1506 1529 1682 1628 1247 234 3 Hornitos Beam Suntory 340 590 722 810 1002 1028 26 4 El Jimador Brown Forman Beverages 274 442 516 572 620 678 94 Worldwide 5 Lunazul Heaven Hill Brands 61 110 135 201 312 400 280 6 Camarena E J Distillers 150 460 440 415 395 365 75 7 Exotico Luxco Inc 28 71 160 125 147 176 Total Leading Premium3 5595 6390 6894 7358 7688 7695 01 Total Premium Tequila 6429 7321 7990 8520 8930 9060 15 1 15 25 a 750 ml 2 Based on unrounded data 3 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2020 LEADING SUB PREMIUM TEQUILA BRANDS IN THE U S 1 thousands of 9 liter cases Percent Change2 Rank Brand Importer 2010 2015 2016 2017 2018 2019 2018 2019 1 Montezuma Sazerac Co 545 550 555 569 560 535 45 2 Juarez Luxco Inc 525 700 590 621 504 513 18 3 Margaritaville Sazerac Co 175 210 210 215 215 225 45 4 Pepe Lopez Brown Forman Beverages 181 186 190 211 243 215 115 Worldwide 5 Tortilla Sazerac Co 165 165 160 170 180 195 85 6 Durango Prestige Beverage Group 20 78 78 84 99 98 01 Total Leading Sub Premium3 1611 1889 1784 1870 1801 1781 11 Total Sub Premium Tequila 1831 2115 2000 2085 2020 2010 05 1 Under 15 a 750 ml 2 Based on unrounded data 3 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2020