Spirits trends to watch in 2021

4th January, 2021 by Nicola Carruthers

Agave spirits boom

The power of celebrity has helped catapult Tequila and mezcal into the spotlight, particularly in the US, where sales of the former have grown phenomenally during a year dominated by the Covid‐19 pandemic.

There continues to be no shortage of stars joining the sector. One brand that has soared to success is Dwayne ‘The Rock’ Johnson’s Teremana Tequila, which is on track to sell 300,000 cases in its first year. Tequila has been the fastest‐growing category in the US for a number of years.

A recent survey of independent retailers from Drizly found that Tequila is the top‐trending spirit, and is expected to gain more shelf space next year, alongside mezcal. We could also see mezcal step out of Tequila’s shadow, and more drinkers trying other agave spirits, such as sotol and raicilla.

In 2021, further acquisitions in Tequila and mezcal are highly likely as major firms seek to expand their portfolios. There may also be more investments in new distilleries, and upgraded facilities in a bid to meet the demand for agave.

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