Premium Tequila sales soar at Waitrose

British supermarket Waitrose & Partners has seen sales of premium Tequila increase online and in store in the last year, as consumers turn to ‘sipping’ spirits.

Waitrose’s recent sales data suggests that consumers are making the move towards the more premium brands offered by supermarket, most of which are designed to be ‘sipped and savoured’, rather than consumed as shots.

John Vine, spirits buyer at Waitrose, said: “Tequila is definitely having its moment in the sun. We are now selling more than 20 varieties, with customers looking to enjoy it sipped over ice, as a cocktail ingredient, or with soda for a low-sugar, summer Spritz option.

“It’s great to see people move away from the slammers of old and towards something more flavourful and exciting. We see Tequila becoming a staple in home bars everywhere soon, in the same way that gin did, and we think this summer we’ll be experimenting with fruity cocktails.”

The supermarket chain has seen sales of premium Tequila brand Maestro Dobel Diamante soar by 428% compared to last year, while British Tequila brand Vivir has seen a sales increase of 23.1% in recent weeks.

Waitrose also found that customers are exploring different ways in which they can enjoy the spirit, as searches on Waitrose.com for Margarita and Paloma cocktail recipes have risen by 70% and 214% on the previous year.

Supermarket growth

Last year it was reported by the Wine and Spirit Trade Association’s (WSTA) that sales of Tequila across all UK supermarkets had almost doubled in value in the two years prior.

According to the WSTA, experts accredited the rapid growth of the sector to ‘Brits exploring and finding new ways to appreciate the drink’.

Before the first lockdown of the Covid-19 pandemic (March 2020), sales of Tequila in UK shops and supermarkets were recorded to be worth £17 million (US$20.5m), however in the 12 months to 26 March 2022, sales were worth £33m (US$39m), equating to a 94% increase in sales.

In March this year, Amber Beverage Group-owned Kah was named as the number-one ultra-premium Tequila in the UK grocery channel by value and volume over the six months prior, outperforming Bacardi’s Patrón Silver.

The firm said the performance was due to ‘buoyant’ sales in Tesco stores and online at tesco.com.

Meanwhile, British brand El Rayo became the first Tequila in the £30-plus (US$38.09) price point to be carried by UK supermarket Sainsbury’s in April.

This week, we revealed the 10 biggest-selling Tequila brands in the world, according to our 2023 Brand Champions Report.