by
William Fountain
The Tequila Wave: Asia-Pacific Leads, Premium Rules
Premium pours, rising incomes, and a cocktail culture on fire—Asia-Pacific is rewriting tequila’s story.
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If you thought tequila was just for beach get-togethers, sombreros, or shot rims, think again. The world’s favourite agave spirit is in the middle of a global renaissance—and Asia-Pacific is currently in the front row seat as the tequila wave crests.
Global Snapshot: Who’s Drinking What, and Where
Globally, tequila is growing fast. According to Grand View Research, the global tequila market was worth USD 10.53 billion in 2023 and is projected to nearly double by 2030, with a compound annual growth rate (CAGR) of about 9.5 %.
North America remains the largest market by volume and revenue—more than 60 % of global sales come from that region. But growth isn’t just being fueled there; other parts of the world are catching up fast.
Asia-Pacific: The Fastest Growing Frontier
If there’s one region that’s really turning heads in the tequila world, it’s Asia-Pacific. Here are a few of the reasons:
Strong growth rate: Asia-Pacific is projected to grow at a CAGR of 10.2 %-10.25 % over the period to ~2030.
Changing demographics and rising incomes: More disposable income, expanding middle classes, and urbanization in places like China, India, Japan, South Korea and Australia means more people looking for premium lifestyle experiences.
Premiumization & authenticity: Consumers want “real” tequila—100 % blue agave, traditional production methods, aged varieties. It’s no longer enough to have the label; the story and craft matter.
Cocktail culture & bars: High-end bars, lounges, mixologists are introducing more inventive tequila cocktails. The prestige of sipping anejo or reposado, or enjoying blanco in a refined Paloma, is growing.
E-commerce, digital marketing, influencer effects: As with many premium/spirit-categories, online discovery, social media, brand storytelling, and influencer endorsement are helping tequila break into new consumer groups.
Mature Markets: North America & Europe
North America (especially the U.S.) is still the home base. It dominates in terms of volume and revenue. But its growth is also healthy, particularly in premium and super-premium tequila/taste-driven / craft offerings.
Europe is also growing steadily. Demand for organic, additive-free, aged, and “boutique/craft” tequila is increasing. The expansion of cocktail culture, travel-retail, and spirit tourism (visiting bars, distilleries) are helping.
Challenges: Not Everything is, Well, Smooth
To balance the excitement, a few headwinds:
Raw material constraints: Agave is slow to grow; volatile supply and rising prices can squeeze margins, especially for smaller producers.
Regulatory / tax/ import barriers in some countries make premium spirits expensive, which can limit broad adoption.
Competition from other spirits, local or global, and shifts in health consciousness (lower alcohol, “better for you” drinks) might slow some sectors.
Authenticity & transparency demands: Consumers increasingly expect clarity on origin, additives, sustainable practices. Brands that can’t deliver may face backlash.
Why This is a Big Opportunity (and Why You Should Care)
For brands, distillers, importers, hospitality operators, and spirit connoisseurs, this is an exciting moment.
Room to differentiate: Premium, artisanal, aged, flavored, small-batch, organic tequilas have space to stand out. Storytelling and heritage matter.
Education is key: Many consumers in Asia-Pacific are still learning about tequila (types, aging, tasting). Brands that help people understand blanco vs reposado vs anejo, or terroir, etc., are building loyalty.
Mixology & innovation: Cocktails provide a great gateway. Creative mixologists can help introduce tequila to people who might not otherwise drink spirits.
Travel & cultural exchange: As tourism rebounds, more people try tequila abroad, see its cultural context and come back wanting more authentic, quality bottles.
A Toast to the Future
Tequila’s journey from party shot to aspirational sipper is well underway. In Asia-Pacific, the combination of rising incomes, changing attitudes to spirits, and thirst for premium, authentic experiences is pushing tequila into new territory. For consumers, it means more choice: interesting bottlings, better quality, more flavors, more stories. For producers and brands, the growth curves, if navigated smartly, look very promising.
So next time you’re in a lounge in Tokyo, Seoul or Sydney, or even Mumbai, look carefully at the spirits shelf: you’ll probably spot something from Jalisco, and it may be one of the best shots—or sips—you’ll ever try.
“Asia-Pacific isn’t just discovering tequila—it’s redefining it. From Shanghai to Sydney, consumers are skipping the shot glass and embracing premium, artisanal bottles that signal status, sophistication, and cultural crossover.”
William Fountain
Founder
If you thought tequila was just for beach get-togethers, sombreros, or shot rims, think again. The world’s favourite agave spirit is in the middle of a global renaissance—and Asia-Pacific is currently in the front row seat as the tequila wave crests.
Global Snapshot: Who’s Drinking What, and Where
Globally, tequila is growing fast. According to Grand View Research, the global tequila market was worth USD 10.53 billion in 2023 and is projected to nearly double by 2030, with a compound annual growth rate (CAGR) of about 9.5 %.
North America remains the largest market by volume and revenue—more than 60 % of global sales come from that region. But growth isn’t just being fueled there; other parts of the world are catching up fast.
Asia-Pacific: The Fastest Growing Frontier
If there’s one region that’s really turning heads in the tequila world, it’s Asia-Pacific. Here are a few of the reasons:
Strong growth rate: Asia-Pacific is projected to grow at a CAGR of 10.2 %-10.25 % over the period to ~2030.
Changing demographics and rising incomes: More disposable income, expanding middle classes, and urbanization in places like China, India, Japan, South Korea and Australia means more people looking for premium lifestyle experiences.
Premiumization & authenticity: Consumers want “real” tequila—100 % blue agave, traditional production methods, aged varieties. It’s no longer enough to have the label; the story and craft matter.
Cocktail culture & bars: High-end bars, lounges, mixologists are introducing more inventive tequila cocktails. The prestige of sipping anejo or reposado, or enjoying blanco in a refined Paloma, is growing.
E-commerce, digital marketing, influencer effects: As with many premium/spirit-categories, online discovery, social media, brand storytelling, and influencer endorsement are helping tequila break into new consumer groups.
Mature Markets: North America & Europe
North America (especially the U.S.) is still the home base. It dominates in terms of volume and revenue. But its growth is also healthy, particularly in premium and super-premium tequila/taste-driven / craft offerings.
Europe is also growing steadily. Demand for organic, additive-free, aged, and “boutique/craft” tequila is increasing. The expansion of cocktail culture, travel-retail, and spirit tourism (visiting bars, distilleries) are helping.
Challenges: Not Everything is, Well, Smooth
To balance the excitement, a few headwinds:
Raw material constraints: Agave is slow to grow; volatile supply and rising prices can squeeze margins, especially for smaller producers.
Regulatory / tax/ import barriers in some countries make premium spirits expensive, which can limit broad adoption.
Competition from other spirits, local or global, and shifts in health consciousness (lower alcohol, “better for you” drinks) might slow some sectors.
Authenticity & transparency demands: Consumers increasingly expect clarity on origin, additives, sustainable practices. Brands that can’t deliver may face backlash.
Why This is a Big Opportunity (and Why You Should Care)
For brands, distillers, importers, hospitality operators, and spirit connoisseurs, this is an exciting moment.
Room to differentiate: Premium, artisanal, aged, flavored, small-batch, organic tequilas have space to stand out. Storytelling and heritage matter.
Education is key: Many consumers in Asia-Pacific are still learning about tequila (types, aging, tasting). Brands that help people understand blanco vs reposado vs anejo, or terroir, etc., are building loyalty.
Mixology & innovation: Cocktails provide a great gateway. Creative mixologists can help introduce tequila to people who might not otherwise drink spirits.
Travel & cultural exchange: As tourism rebounds, more people try tequila abroad, see its cultural context and come back wanting more authentic, quality bottles.
A Toast to the Future
Tequila’s journey from party shot to aspirational sipper is well underway. In Asia-Pacific, the combination of rising incomes, changing attitudes to spirits, and thirst for premium, authentic experiences is pushing tequila into new territory. For consumers, it means more choice: interesting bottlings, better quality, more flavors, more stories. For producers and brands, the growth curves, if navigated smartly, look very promising.
So next time you’re in a lounge in Tokyo, Seoul or Sydney, or even Mumbai, look carefully at the spirits shelf: you’ll probably spot something from Jalisco, and it may be one of the best shots—or sips—you’ll ever try.
“Asia-Pacific isn’t just discovering tequila—it’s redefining it. From Shanghai to Sydney, consumers are skipping the shot glass and embracing premium, artisanal bottles that signal status, sophistication, and cultural crossover.”
William Fountain
Founder