INDUSTRIES

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MARKETSTequilamarketintheUnitedStatesCHAPTER

01OverviewSizeofthetequilamarketworldwidefrom2018to2028(inbillionU.S.dollars)Globaltequilamarketsizefrom2028to2028353025201530.0627.8925.9824.1422.3720.6619.7615.6210.779.471058.110201820192020202120222023202420252026202720283Description:Theglobalmarketfortequilawasvaluedat19.76billionU.S.dollarsin2022.By2028,thesizeofthemarketisexpectedtoincreaseto30.06billiondollars.ReadmoreNote(s):WorldwideSource(s):ConsumerMarketInsightsSizeofthetequilamarketworldwidefrom2018to2028,byregion(inmillionU.S.dollars)Globaltequilamarketsize2018-2028,byregionNorthAmericaAsia-PacificEuropeRestofWorld20,00018,00016,00014,00012,00010,0008,0006,0004,0002,0000201820192020202120222023202420252026202720284Description:NorthAmericawasthelargestmarketfortequilain2020atavalueof4.8billionU.S.dollars.By2028,thisfigureisexpectedtoincreasetonearly11billiondollars.ReadmoreNote(s):Worldwide;2020Source(s):InkwoodResearchSalesvalueoftequilaproducedinMexicofrom2015to2023*(inbillionMexicanpesos)SalesvalueoftequilainMexico2015-2023*8070605067.7164.454.852.1348.9339.574034.2729.12302010026.11201520162017201820192020202120222023*5Description:SalesoftequilaproducedinMexicoattainedavalueofabout67.70billionMexicanpesosin2022,includingsalestothedomesticandforeignmarkets.ByNovember2023,thisfigurehadreachedover64billionMexicanpesos.

ReadmoreNote(s):Mexico;2015to2023*;includestequilaa?ejo,blanco,jovenandreposado;IncludessalesoftequilainthelocalandforeignmarketSource(s):INEGI;Productionvalueofdistilledagave-basedbeveragesproductioninMexicofrom2013to2022(inbillionMexicanpesos)Distilledagave-basedbeveragesproductionvalueinMexico2013-20228070605069.0158.9953.6947.9543.7439.3640302010033.3631.9327.05201418.112013201520162017201820192020202120226Description:Productionofdistilledagave-basedbeveragesinMexicoattainedavalueof69.01billionMexicanpesosin2022,anincreaseofaround17percentincomparisontothepreviousyear.Themostpopulartypesofagave-basedbeveragesproducedinthecountryaretequilaandmezcal.ReadmoreNote(s):Mexico;2013to2022Source(s):INEGISalesvolumeoftequilaintheUnitedStatesfrom2004to2023(in1,0009litercases)U.S.salesvolumeoftequila2004-202335,00030,00025,00020,00015,00031,56129,86826,78422,71220,11818,53817,20915,86714,81013,79513,13412,32611,98211,56211,16310,495

10,60710,0749,20010,000

8,6705,00002004

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20237Description:In2023,thesalesvolumeoftequilaintheUnitedStatesamountedtoabout31.6million9litercases.Since2004,whentheU.S.tequilasalesvolumestoodatnearlyeightmillioncases,thenumbershaveincreasedwitheachconsecutiveyear.

ReadmoreNote(s):UnitedStates;2004to2023Source(s):DISCUSSuppliergrossrevenueoftequilaintheUnitedStatesfrom2004to2023(inmillionU.S.dollars)U.S.suppliergrossrevenueoftequila2004-20237,0006,0005,0004,0003,0002,0006,5236,0475,1623,9693,3823,0102,7312,4852,3112,1112,0301,8821,8001,7101,6451,5971,5501,4031,1891,0681,00002004

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20238Description:AccordingtotheDistilledSpiritsIndustryCouncil,tequilasuppliergrossrevenuecametoabout6.5billionU.S.dollarsin2023.Thisrepresentedgrowthofnearlyeightpercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2004to2023Source(s):DISCUSDollarsalesoftequilaintheUnitedStatesin2022,bytier(inmillionU.S.dollars)DollarsalesoftequilaintheU.S.2022,bytier14,00012,00010,0008,0006,0004,0002,000012,9736,048RetailsalesSuppliersales9Description:RetaildollarsalesoftequilaintheU.S.amountedtoroughly13billionU.S.dollarsin2022,comparedtoabout6.05billionU.S.dollarsgeneratedbysuppliers.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupLeadingspiritsbrandsrankedbybrandawarenessintheUnitedStatesin2023Mostwell-knownspiritsbrandsintheUnitedStates2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%JACKDANIEL'SSmirnoffCrownRoyalBACARDi86%83%81%80%80%79%HennessyJimBeamCaptainMorganJoseCuervoMalibu76%75%75%74%73%73%72%GreyGooseVodkaAbsolutVodkaBaileysSeagram's10Description:JACKDANIEL`Sisthemostwell-knownspiritbrandintheU.S.BasedinLynchburg,Tennessee,theAmericanwhiskeybrandisrecognizedby86percentofonlinerespondents.Smirnoffcomesinsecond,withabrandawarenessof83percent,followedbyCrownRoyalandBACARDi.Aperol,ontheotherhand,isatthebottomofthislisthavingbeenrecognizedbyone-fourthofinternetusersintheUnitedStates.ReadmoreNote(s):UnitedStates;JulytoAugust2023;1181respondents;18to64yearsSource(s):ConsumerInsightsCHAPTER

02TradeExportsvolumeoftequilafromMexicofrom1995to2023(inmillionliters)TequilaexportsvolumeinMexico1995-2023450418.9401.440035030025020015010050339.4286.7246.7224.1213.3197.9182.9172

172.5166.7163.9152.5140.1135.1

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136.4117.198.864.601995

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202312Description:In2023,thevolumeoftequilaexportedfromMexicoamountedtoabout401millionliters,representingadecreaseofaboutfourpercentcomparedtothepreviousyear.Despitethisdecrease,tequila'sriseinpopularityhasmeantaconstantgrowthforexportsoverall.Inthepast10years,exportsincreasedbyabout133percent.Asimilartendencycanbeeobservedintequilaproductionduringthesametimespan.

ReadmoreNote(s):Mexico;1995to2023;40percentofalcoholbyvolumeSource(s):ConsejoReguladordelTequilaLeadingcountriesofdestinationoftequilaexportsfromMexicoin2023(in1,000liters)TequilaexportsvolumefromMexico2023,bycountryExportvolumeinthousandliters150,000

200,000050,000100,000250,000300,000350,000UnitedStates*Spain321,565.838,304.138,059.526,236.035,484.844,624.434,318.863,844.173,520.413,377.38GermanyFranceUnitedKingdomCanadaItalyJapanColombiaAustralia13Description:In2023,theUnitedStateswastheleadingrecipientofMexico`stequilaexports.Inthatyear,theU.S.importedmorethan321millionlitersoftequilafromthecountry.RankingsecondwasSpain,withabout8.3millionlitersimported.ReadmoreNote(s):Mexico;2023;40percentofalcoholbyvolumeSource(s):ConsejoReguladordelTequilaImportvolumeoftequilaintheUnitedStatesfrom2017to2022(in1,000sofproofgallons)U.S.importvolumeoftequila2017-202280,00070,00060,00050,00070,19660,14052,94042,60738,17740,00030,00020,00010,000036,25720172018201920202021202214Description:ThisstatisticillustratestheimportvolumeoftequilaintheUnitedStatesfrom2012to2022.TheimportvolumeoftequilatotheUnitedStatesamountedtoabout70.2millionsofproofgallonsin2022.ReadmoreNote(s):UnitedStates;2012to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):DISCUSCHAPTER

03BrandsalesworldwideLeadingtequilabrandsworldwidein2022,basedonsalesvolume(inmillion9litercases)*Globaltequilamarket:leadingbrandsbasedonsalesvolume2022Salesvolumeinmillion9litercases1.5

2.0

2.50.00.51.03.03.54.03.94.5PatrónDonJulio3.5CasamigosElJimadorEspolòn3.21.71.3OlmecaAltos1.116Description:Patróntequilawastheleadingtequilabrandworldwidein2022,withasalesvolumeofapproximately3.9million9-litercases.PatrónwasoriginallyproducedbyaMexicandistillerycalledCasa7Leguas,beforebeingsoldtoSt.MaartenSpiritsin1989.AsofJanuary2018,PatrónwasacquiredbyBacardi,oneofthelargestspiritscompaniesintheworldanddistributoroficonicbrandssuchasBacardirumandGreyGoosevodka.

ReadmoreNote(s):Worldwide;2022;*Includesgloballyandregionallyoperatingbrands.ReadmoreSource(s):DrinksInternational;EuromonitorSalesvolumeofElJimadortequilaworldwidefrom2009to2022(inmillion9litercases)ElJimadortequila'sglobalsalesvolume2009-20221.81.61.41.71.41.41.31.31.21.21.21.21.21.21.00.80.60.40.20.01.11.11.11.12009201020112012201320142015201620172018201920202021202217Description:ThisstatisticshowsthetrendinglobalsalesvolumeofElJimadortequilafrom2009to2022.Thetequilabrand,whichisownedbytheBrown-FormanCorporation,recordedvolumesalesof1.7million9litercasesworldwidein2022.

ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofPatróntequilaworldwidefrom2009to2022(inmillion9litercases)Patróntequila'sglobalsalesvolume2009-20224.03.53.03.53.23.12.82.62.52.52.52.22.22.121.92.01.51.00.50.01.81.72009201020112012201320142015201620172018201920202021202218Description:In2022,theMexicantequilabrandknownasPatrónrecordedvolumesalesof3.5million9litercasesworldwide.Overthepastdecade,thebrand`ssalesvolumehasgrownbyoveronemillioncases.

ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofCasamigostequilaworldwidefrom2018to2022(inmillion9litercases)Casamigostequilaglobalsalesvolume2018-20223.53.02.52.01.51.03.22.21.10.60.40.50.02018201920202021202219Description:Casamigos,ownedbyspiritsmanufacturerDiageo,recordedvolumesalesof3.2million9litercasesworldwidein2022.Casamigossawgrowthofover45percentcomparedtothepreviousyear.

ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorCHAPTER

04BrandsalesintheU.S.VolumesalesshareoftheleadingtequilasuppliersintheUnitedStatesin2022VolumesalesshareoftheleadingtequilasuppliersintheU.S.2022Volumesalesshare15%0%5%10%20%25%30%35%ProximoSpiritsDiageoNorthAmericaBacardiUSA26.6%15.7%13%BeamSuntory7.9%Brown-FormanCorporationOthers4.4%32.3%21Description:In2022,ProximoSpiritsaccountedforashareof32.3percentoftequilavolumesalesintheUnitedStates.RankedsecondwasDiageoat15.7percentofvolumesales.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupLeadingbrandsoftequilaintheUnitedStatesin2022,basedonvolumesales(in1,0009litercases)VolumesalesoftheleadingtequilabrandsintheU.S.2022Volumesalesinthousand9litercases01,0002,0003,0004,0005,0005,0656,000JoseCuervoPatron2,82018002,003Hornitos1,640DonJulioCasamigosEspolonTequilaElJimadorTeremanaSauza2,0782,3601,11092190363022Description:In2022,JoseCuervowastheleadingtequilabrandintheUnitedStateswithabout5.07million9litercasessold.Patronrankedsecondwith2.8millioncases.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupVolumesalesshareoftheleadingtequilabrandsintheUnitedStatesin2022VolumesalesshareoftheleadingtequilabrandsintheU.S.2022Volumesalesshare20%

25%0%5%10%15%30%35%40%45%50%JoseCuervoPatron17.5%9.7%CasamigosDonJulio18008.1%7.2%6.9%HornitosOthers5.7%44.9%23Description:In2022,JoseCuervoaccountedfora17.5percentshareoftequilavolumesalesintheUnitedStates.Patronrankedsecondwith9.7percentofvolumesales.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeof1800tequilaintheUnitedStatesfrom2015to2022(in1,0009litercases)1800tequila'ssalesvolumeintheU.S.2015-20222,5002,0001,5002,0031,7501,5071,1801,1581,1251,0951,0751,00050002015201620172018201920202021202224Description:Salesof1800tequilagrewsubstantiallyin2022.Salesvolumerose14percenttoovertwomillion9-litercases.ReadmoreNote(s):UnitedStates;2015to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofHornitostequilaintheUnitedStatesfrom2015to2022(in1,0009litercases)Hornitostequila'ssalesvolumeintheU.S.2015-20221,8001,6001,4001,2001,0001,6401,4441,2901,03499783380060040020007365952015201620172018201920202021202225Description:SalesofHornitostequilagrewsubstantiallyin2022.Salesvolumerose14percentto1.6million9-litercases.ReadmoreNote(s):UnitedStates;2015to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofJoseCuervotequilaintheUnitedStatesfrom2013to2022(in1,0009litercases)JoseCuervotequila'ssalesvolumeintheU.S.2013-20226,0005,0005,0654,8124,6953,8554,0003,6933,5953,3603,2123,0823,0303,0002,0001,0000201320142015201620172018201920202021202226Description:JoseCuervorecordedvolumesalesamountingto4.8million9litercasesintheUnitedStatesin2022.Thiswasanincreaseofoverfivepercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2013to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofPatrontequilaintheUnitedStatesfrom2013to2022(in1,0009litercases)Patrontequila'ssalesvolumeintheU.S.2013-20223,0002,5002,8202,6932,6002,5202,4752,4742,1862,1502,1612,0752,0001,5001,0005000201320142015201620172018201920202021202227Description:Patronrecordedvolumesalesamountingto2.82million9litercasesintheUnitedStatesin2022.Thiswasanincreaseof4.7percentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2013to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofSauzatequilaintheUnitedStatesfrom2013to2022(in1,0009litercases)Sauzatequila'ssalesvolumeintheU.S.2013-20222,5002,2472,0892,0952,0412,0001,5001,0005001,6801,5151,2266436396300201320142015201620172018201920202021202228Description:Sauzarecordedvolumesalesamountingto630,0009litercasesintheUnitedStatesin2022.Thiswasadecreaseof1.4percentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2013to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupCHAPTER

05ConsumptionTequilaconsumptionintheUnitedStatesin2022,bystate(in1,0009-litercases)U.S.tequilaconsumption2022,bystateConsumptioninthousand9-litercases3,000

4,00001,0002,0005,0006,0007,000CaliforniaTexas6,131.023,617.38Florida1,677.61IllinoisArizonaNewYorkOhio1,081.491,026.641,017.95964.22NorthCarolinaMichiganColoradoGeorgiaNevada931.61895.79848.53804.54715.69603.71Virginia30Description:In2022,tequilaconsumptioninCaliforniaamountedtoapproximately6.1million9-litercases.TexasandFloridafollowed,rankingsecondandthirdrespectively.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.Numberswereroundedtoprovidea