Tequila’s Stunning Rise: How It Shot Up in U.S. Popularity

Tequila’s Stunning Rise: How It Shot Up in U.S. Popularity

By Marine Cole

Americans are drinking more and better-quality tequila, and not only in margaritas on Cinco de Mayo. 

Tequila sales have been growing at an average rate of 5.6 percent a year since 2002, according to February figures from the Distilled Spirits Council of the United States. In 2014 alone, 13.8 million nine-liter cases were sold. 

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The U.S. represents tequila’s largest market, with about 52 percent of global sales. America’s renewed thirst for mixed cocktails has been a boon for spirits overall, but especially for tequila. Meanwhile, sales in Mexico have remained flat largely because the market there is mature, with little room for growth. 

The Distilled Spirits Council said that one of the keys to tequila’s U.S. growth has been distillers’ ability to offer a product for every budget and occasion, but the fastest growth has been in high-end and super-premium brands. 

“High-end brands have grown 189 percent in volume since 2002,” it noted. “Virtually unknown in 2002, super-premium tequila volumes have skyrocketed 568 percent and today account for 2.4 million 9-liter cases.” 

Celebrity endorsements may have also raised the status of tequila. George Clooney, Sean Combs and Justin Timberlake have all promoted tequila brands. 

In addition, distillers are trying to boost the popularity of high-end tequilas further by offering tastings and tours — at least one of which is aimed at the super-wealthy.

Tequila Avion, an ultra-premium tequila maker, is offering a $500,000, three-day trip for 10 to Jalisco, Mexico, to taste its spirits and partake of luxury accommodations, butler service and a private dinner among other amenities. 

Related: Kentucky’s McConnell and Paul Offer Tax Breaks for Bourbon 

If that seems a tad pricey, Experience Tequila in Portland, Ore., offers four-day tours to Mexico for just under $1,500, and you can find tequila-tasting classes in many cities for about $100. 

Chart of the Day: Dem Candidates Face Their Own Tax Plans

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By The Fiscal Times Staff

Democratic presidential candidates are proposing a variety of new taxes to pay for their preferred social programs. Bloomberg’s Laura Davison and Misyrlena Egkolfopoulou took a look at how the top four candidates would fare under their own tax proposals.

Quote of the Day: The Health Care Revolution That Wasn’t

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By The Fiscal Times Staff

“The fact is very little medical care is shoppable. We become good shoppers when we are repeat shoppers. If you buy a new car every three years, you can become an informed shopper. There is no way to become an informed shopper for your appendix. You only get your appendix out once.”

— David Newman, former director of the Health Care Cost Institute, quoted in an article Thursday by Noam Levey of the Los Angeles Times. Levey says the “consumer revolution” in health care – in which patients shop around for the best prices, forcing doctors, hospitals and pharmaceutical firms to compete with lower prices – hasn’t materialized, but the higher deductibles that were part of the effort are very much in effect. “High-deductible health insurance was supposed to make American patients into smart shoppers,” Levey writes. “Instead, they got stuck with medical bills they can't afford.”

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By The Fiscal Times Staff

The House Ways and Means Committee released a new analysis of drug prices in the U.S. compared to 11 other developed nations, and the results, though predictable, aren’t pretty. Here are the key findings from the report:

  • The U.S. pays the most for drugs, though prices varied widely.
  • U.S. drug prices were nearly four times higher than average prices compared to similar countries.
  • U.S. consumers pay significantly more for drugs than other countries, even when accounting for rebates.
  • The U.S. could save $49 billion annually on Medicare Part D alone by using average drug prices for comparator countries.

Read the full congressional report here.

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The U.S. ranks 18th for retiree well-being among developed nations, according to the latest Global Retirement Index from Natixis, the French corporate and investment bank. The U.S. fell two spots in the ranking this year, due in part to rising economic inequality and poor performance for life expectancy.