Olmeca Tequila breaks one-million-case milestone
Pernod Ricard-owned Olmeca has become the company’s first Tequila brand to sell more than one million nine-litre cases.
The milestone marks the first time since Olmeca’s launch in 1967 that it has sold more than one million cases globally.
Daniela Via, vice president of marketing and S&R at Pernod Ricard’s House of Tequila, commented: “Reaching one million cases is more than a volume milestone – it’s a testament to the strength of the Olmeca brand and the unwavering commitment of our global teams and partners.
“From the heart of Los Altos de Jalisco in Mexico to the back bars in Johannesburg and Beijing, Olmeca is bringing quality, energy, and accessibility to markets that have long been underserved. Its uninterrupted growth is reflective of the wider, global trend towards premium Tequila.”
The achievement comes after several years of ‘remarkable’ growth, with Olmeca showing an average annual increase in sales of 17% since 2021. The brand’s momentum continues to strengthen in key emerging Tequila markets, including China, Turkey, Colombia, South Africa, and other regions across the African continent.
According to IWSR 2024 data, Olmeca is also the world’s second premium Tequila brand worldwide, excluding the US and Mexico.
Olmeca’s success has been aided by a new bottle design, which was introduced in 2021. The brand has also created ‘high-impact’ on- and off-trade activations, as well as launching a chocolate variant and limited edition bottles inspired by traditional Zapotec art.
According to Pernod Ricard, between 2019 and 2024, the premium segment accounted for 58% of volume gains and 41% of value growth for Tequila globally, excluding the US and Mexico.
Via added: “Premium Tequila is an important gateway for consumers discovering the category. As one of the leading brands globally, Olmeca has opened the door to high-quality, accessible Tequila, welcoming curious newcomers. It’s where discovery begins – with distinctive flavour, lively character, and a deep respect for its Mexican roots.”
Distilled in the heart of Jalisco, Olmeca’s portfolio includes Silver, Gold, reposado, añejo, and dark chocolate Tequilas.
Last month, Pernod Ricard appointed Tim Croizat as the managing director of its House of Tequila in Mexico.
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