Reposado on the rise in the US on-trade
On-premise demand for aged Tequila is cutting into sales of other expressions of agave spirits, according to a new report from CGA by NIQ.
The report reveals that in the 12 months to the end of February 2025, Tequila took a 23.5% share of the volume of spirits sold in the US on-premise channel, a 0.8% year-on-year increase.
One particular bright spot has been the growth of the Reposado category, which grew by 2% year-on-year. Reposado’s share of the market rose by 3.3% in both New York and Florida.
Reposado, which means ‘Rested’ in English, refers to a Tequila which has been aged for a minimum of two months in an oak barrel – if the spirit spends more than a year in wood, then it qualifies as an Añejo Tequila.
Partner Content
However, the increase in Reposado sales has come at the expense of other types of Tequila, with the Blanco category down by 1.5% and Gold/Joven seeing a drop of 0.9%.
Despite losing a not insignificant share of the on-trade market, Blanco, the non-aged Tequila style which is also known as Plata (‘Silver’) is still the best-selling expression within the category, accounting for the majority of Tequila sales in bars and restaurants.
Our sales and share figures suggest demand should remain strong throughout 2025, while the sharp rise in distribution points shows the scale of opportunity for brands to gain listings. However, a contraction in volumes shows loyalty can’t be taken for granted, and economic concerns make consistent delivery of both value and quality essential,” commented Matthew Crompton, CGA by NIQ’s vice-president for North American on-premise.
Related news
Diageo sued over ‘100% agave’ Tequila claims
