Tequila’s Global Rise: A Closer Look at 2025

Tequila is not just a party product anymore — it is a legitimate player in the premium spirits landscape now. Tequila’s growth into a multifaceted spirit has happened over the past few years. Many people now drank tequila straight up, enjoyed even more new expressions, and learned about the location and process of how tequila is made.

Even though people are still drinking tequila, the rate has slowed. The Distilled Spirits Council showed that tequila and mezcal sales in the U.S. in 2024 were up in terms of volume, 2% to be exact, compared to much stronger growth in previous years. But 32 million cases is 32 million cases — nearly $6.7 billion in sales.

So, which brands are leading the charge in 2025? Let’s look at the most popular tequila brands worldwide — based on real sales, not just hype.

1. Jose Cuervo – Still the World’s Tequila Giant

Even with a 6.4% drop in case sales last year, Jose Cuervo remains the best-selling tequila brand globally. In 2024, the brand sold 8.9 million cases, keeping a strong lead over competitors.

• Founded: 1795
  
  
• Known for: Especial Gold, Tradicional, Reserva de la Familia
  
  
• Why it leads: Wide availability, aggressive pricing, and legacy status
  
  

Quick Note: It's the only brand on this list selling above 8 million cases — that kind of scale is hard to match.

2. Don Julio – Luxury That Sells

Don Julio is now firmly cemented as a top-tier tequila brand. In 2024, it crossed a major milestone by selling 4.4 million cases, thanks to a 28.2% growth year-over-year.

• Founded: 1942 by Don Julio González
  
  
• Popular variants: Don Julio 1942, Rosado, Reposado
  
  
• Key advantage: Strong luxury appeal backed by Diageo’s global distribution
  
  

Key Insight: Don Julio’s popularity is driven by its image as a ‘special occasion’ bottle, especially 1942 — now a mainstay at high-end bars and clubs.

3. Patrón – Premium but Losing Pace

Once the symbol of premium tequila, Patrón has had a tough couple of years. Sales dropped by 11.8% in 2024, ending at 2.8 million cases — its lowest performance since before 2020.

• Founded: 1989
  
  
• Expressions: Over 15 variants including Silver, Reposado, Añejo
  
  
• Challenge: Brand fatigue and intense competition from newer names
  
  

Bottom Line: Patrón is still a household name, but it may need a refresh to keep up with modern premium players.

4. 1800 Tequila – Versatility That Works

1800 Tequila by Jose Cuervo's parent company is nondimensional, with over 2.8 million cases sold in 2024. There have been no mini spikes or drops, but that means the brand is steady and remains strong.

• Highlights: A mix of traditional (Silver, Reposado) and unique (Coconut, Cristalino) options
  
  
• Best known for: Signature trapezoidal bottle and wide range
  
  
• Why it matters: A dependable brand that’s easy to recommend for both sipping and mixing
  
  

5. Casamigos – From Celebrity to Mainstream

In 2017, Casamigos made national headlines after George Clooney and his partners sold it for $1 billion. Casamigos growth took off like a rocket — until it declined recently. In 2024, Casamigos dropped 20.7% in sales for a total of 2.4 million cases.

• Variants: Blanco, Reposado, Añejo, Jalapeño, and even Mezcal
  
  
• Owned by: Diageo
  
  
• Recent struggles: Brand oversaturation, price hikes, and newer celebrity brands entering the mix
  
  

Perspective: While Casamigos might be losing a bit of steam, it’s still widely loved for its smooth, easy-drinking profile.

6. – History in a Bottle

Gran Centenario isn’t just another tequila brand — it’s one of the oldest still in production, dating back to 1857. While not always in the spotlight, it continues to rank among the top 10 globally.

• Known for: Its Art Deco-inspired bottles and highland agave roots
  
  
• Variants: Plata, Reposado, Añejo
  
  
• Standout feature: Heritage-focused storytelling that appeals to tradition seekers
  
  

Good to Know: You’ll find Gran Centenario in serious tequila bars where staff care about origin and quality.

7. Espolòn – Quietly Climbing the Charts

Espolòn may not shout the loudest, but its steady rise tells a success story. With 14.6% growth last year, it’s now one of the fastest-growing tequilas on the global stage.

• Owned by: Campari Group
  
  
• Distilled in: Los Altos (Highlands of Jalisco)
  
  
• Offerings: Classic expressions plus limited seasonal bottles like Flor de Oro
  
  
• Who loves it: Bartenders, cocktail enthusiasts, and Gen Z drinkers
  
  

Why It Works: Clean branding, consistent quality, and great value for the price.

8. Hornitos – Traditional but Challenged

Hornitos was once a growth story, but it has now seen its second straight year of decline — down 8.9% in 2024 with 1.8 million cases sold.

• Owned by: Suntory Global Spirits
  
  
• Founded: 1950
  
  
• Lineup includes: Plata, Reposado, Añejo, plus RTDs and flavored versions
  
  

What’s Changing: The rise of premium sipping tequilas may be leaving Hornitos behind in the cocktail-heavy mid-market segment.

9. Lunazul – The Breakout Brand

Lunazul was the fastest riser in 2024, with an impressive 37% increase in sales. It moved 1.7 million cases, a massive leap considering its relatively young age.

• Owned by: Heaven Hill
  
  
• Distilled in: Tequila, Jalisco
  
  
• Why it’s booming: Affordable, 100% agave, and a growing fanbase online
  
  

Pro tip: If you’re looking for great quality at under $30 a bottle, Lunazul is a smart choice.

10. El Jimador – Still Holding On

El Jimador saw a 14.2% decline in 2024, falling to 1.3 million cases — which caused it to drop one spot in this year’s rankings. Still, it's widely respected and widely available.

• Owned by: Brown-Forman
  
  
• Produced by: Casa Herradura
  
  
• Known for: 100% agave, decent price point, reliable flavor profile
  
  

Honest Take: El Jimador is a workhorse tequila. It may not be flashy, but it’s still a go-to for many bars and restaurants.

Quick Comparison Table: 2025’s Most Popular Tequila Brands

Final Thoughts: What This Means for Drinkers and Bars

Tracking the most popular tequila brands each year isn’t just a numbers game — it helps buyers, bartenders, and collectors understand where the category is headed.

• Buying for a bar? Consider stocking both legacy brands like Cuervo and fast-risers like Lunazul or Espolòn.
  
  
• Building a home bar? Mix it up — Don Julio for sipping, 1800 or El Jimador for cocktails.
  
  

Watching trends? Keep your eye on mid-tier brands with growth momentum. That’s where the next big breakout could happen.