You pay more for Tequila
Episode description
Marissa is also a board member of Tequila That Cares, a philanthropic organization bringing positive change to the agave spirits industry!
If you missed World Poetry Day, it’s not too late to celebrate. Click here for the archived celebration with Agave Road Trip Poet Laureate Larry Beckett and August Gladstone!
Some numbers I culled from the DISCUS data over the past eight years:
If you just look at volume consumed, 2.7 billion liters in 2024
o Vodka: 667 million liters (24.4%), trending down a point or two last three years
o Cocktails (RTDs): 658 million (24.0%), trending up in a big way, double-digit growth every year
o Whiskey: 647.5 million liters (23.7%), trending down four-ish percent past two years
o Agave: 289.8 million liters (10.6%), trending up but growth is slowing
o Rum: 186.1 million liters (6.8%), trending down in an escalating pattern
o Cordials: 180.7 million liters (6.6%), trending down four-ish percent past two years, like whiskey
o Brandy: 105.4 million liters (3.9%), big hits past three years
If you look at dollars spent, $36.2 billion in 2024
o Vodka: $7.2 billion (19.9%), flat since 2021
o Cocktails (RTDs): $3.3 billion (9.1%), trending up in a big way, double-digit growth every year
o Whiskey: $11.9 billion (32.9%), trending down two to three percent past two years
o Agave: $6.7 billion (18.5%), trending up but growth is slowing
o Rum: $2.2 billion (6.1%), trending down in an escalating pattern
o Cordials: $2.8 billion (7.7%), trending down but not at same pace as volume
o Brandy: $2.1 billion (5.8%), big hits past three years
If you look at dollars spent per liter, bearing in mind that inflation between 2016 and 2024 was 30.7%,
o Vodka: $10.83, up 11% since 2016
o Cocktails (RTDs): $5.01, down 23% since 2016
o Whiskey: $18.30, up 15% since 2016
o Agave: $23.17, up 25% since 2016
o Rum: $11.99, up 12.6% since 2016
o Cordials: $15.54, 13.8% since 2016
o Brandy: $20.24, 10.6% since 2016
You can get all the raw data and draw uyour own conclusions at DISCUS.
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