Tequila’s Stunning Rise: How It Shot Up in U.S. Popularity
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.
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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.
Number of the Day: $132,900
The cap on Social Security payroll taxes will rise to $132,900 next year, an increase of 3.5 percent. (Earnings up to that level are subject to the Social Security tax.) The increase will affect about 11.6 million workers, Politico reports. Beneficiaries are also getting a boost, with a 2.8 percent cost-of-living increase coming in 2019.
Photo of the Day: Kanye West at the White House
This is 2018: Kanye West visited President Trump at the White House Thursday and made a rambling 10-minute statement that aired on TV news networks. West’s lunch with the president was supposed to focus on clemency, crime in his hometown of Chicago and economic investment in urban areas, but his Oval Office rant veered into the bizarre. And since this is the world we live in, we’ll also point out that West apparently became “the first person to ever publicly say 'mother-f***er' in the Oval Office.”
Trump called Kanye’s monologue “pretty impressive.”
“That was bonkers,” MSNBC’s Ali Velshi said afterward.
Again, this is 2018.
Chart of the Day: GDP Growth Before and After the Tax Bill
President Trump and the rest of the GOP are celebrating the recent burst in economic growth in the wake of the tax cuts, with the president claiming that it’s unprecedented and defies what the experts were predicting just a year ago. But Rex Nutting of MarketWatch points out that elevated growth rates over a few quarters have been seen plenty of times in recent years, and the extra growth generated by the Republican tax cuts was predicted by most economists, including those at the Congressional Budget Office, whose revised projections are shown below.
Are States Ready for the Next Downturn?
The Great Recession hit state budgets hard, but nearly half are now prepared to weather the next modest downturn. Moody’s Analytics says that 23 states have enough reserves to meet budget shortfalls in a moderate economic contraction, up from just 16 last year, Bloomberg reports. Another 10 states are close. The map below shows which states are within 1 percent of their funding needs for their rainy day funds (in green) and which states are falling short.
Chart of the Day: Evolving Price of the F-35
The 2019 National Defense Authorization Act signed in August included 77 F-35 Lightning II jets for the Defense Department, but Congress decided to bump up that number in the defense spending bill finalized this week, for a total of 93 in the next fiscal year – 16 more than requested by the Pentagon. Here’s a look from Forbes at the evolving per unit cost of the stealth jet, which is expected to eventually fall to roughly $80 million when full-rate production begins in the next few years.
