From Slammers to slow-sippers: New tequila research reflects changing market

Kate Malczewski

Kate Malczewski

24 July 2019

A measure of tequila, a lick of salt and a lime wedge have long been mainstays of a night on the town – but it seems that more and more, punters are trading their shots for Sunrises.

According to new research conducted by Onepoll on behalf of Patrón, over half of British drinkers will choose a tequila cocktail over a tequila shot. Furthermore, more than 65% of imbibers say they’ll order tequila cocktails on a night out.

These findings support the growing demand for cocktails more generally, reflected in CGA’s 2019 Mixed Drinks Report, which valued the cocktail market at £587m – a 9.5% year-on-year increase. 

With more consumers choosing tequila cocktails over bang-for-your-buck shots, the study's results also support the 'drink less but better' trend that's currently reshaping the drinks industry. 

However, the rising interest in tequila cocktails hasn’t necessarily translated to a solid understanding of the tequila category for consumers. Onepoll’s study showed that just 23% of drinkers know that tequila is distilled from agave, while only one in ten are aware that some expressions of tequila can have a whisky-like colour.

Patrón commissioned the study to coincide with International Tequila Day – what a world we live in, truly – on 24 July. Perhaps you should serve your guests their Margaritas with a little lesson on añejo? 

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