Agave spirits to outsell vodka in US bars

[Erik Owens]

By Nicola Carruthers https://www.thespiritsbusiness.com/2024/01/agave-spirits-to-outsell-vodka-in-us-bars/

Hospitality engagement platform Union analysed data from more than 1,000 bars and restaurants across the US to predict key trends for the on-trade in 2024.

Based on ordering data at Union venues, agave-based spirits are expected to close in on vodka when it comes to sales share of spirits sold in the on-trade.

Tequila and mezcal drinkers drank 13% less vodka and 14% less whisky in the 12 months to 31 October 2023. Mezcal also rose by 20% during the same period, making it the fastest-growing agave spirits subcategory.

Tequila and mezcal now represent a 29.4% share of spirits sold in the on-premise, with 2% growth in the 12 months to October 2023. In comparison, vodka currently leads in spirits sales share at 30.5%, but its share declined by around 2.8%.

IWSR Drinks Market Analysis previously estimated that Tequila would overtake vodka in 2023 to be the biggest category by value.