Spike in interest: The rapid rise of celebrity Tequila

29th July, 2020 by Lucy Shaw

Thanks to a number of high profile stars who have recently invested in top-end Tequila, the spirit is enjoying a surge in demand, writes Lucy Shaw.

Tequila has come a long way. From being denigrated as a cheap student drink to knock back with brio, then spend the next day regretting it, the agave-based spirit has enjoyed a dramatic change in fortunes, and is now one of the hottest, and fastest-growing, drinks categories on the planet.

According to the IWSR, global Tequila sales are up by 5.3% in volume to 35 million cases a year, while value sales are up by 13% to over £7.2 billion. Tequila has been moving upmarket ever since hair care entrepreneur John Paul DeJoria swapped shampoo for hard liquor and launched ultra-premium brand Patró iin 1989, creating a new quality tier for the spirit in the process.

Nick Jonas of Villa One

With Jalisco just a three-hour flight from the Hollywood hills, Tequila has caught fire recently in terms of celebrity involvement, with everyone from Sex and the City star Chris Noth and singer Nick Jonas to wrestler-turned-actor Dwayne ‘The….

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