G4 Reposado soars by 252% in 2025
Tequila brand G4 saw sales rise by 88.2% in value in 2025, driven by triple-digit growth for its reposado, according to Nielsen data.
The brand’s US importer, PKGD Group, revealed the sales growth based on a report from Nielsen of top-selling Tequilas in 2025, covering FMCG retailers and convenience stores.
PKGD Group called 2025 a ‘record-breaking’ year for its business with huge growth for several of the Tequila brands it distributes.
It noted that its flagship G4 Tequila posted the nearly 90% growth last year to US$24.8 million as the broader Tequila market contracted by 0.6% (Nielsen data). Volume-wise, the brand soared by 90.7% to 452.3 nine-litre cases.
G4 Tequila has risen to the number 12 spot on Nielsen’s ranking of Tequila brands, surpassing the likes of Lalo (13th spot), Ocho (19th) and Proximo’s Gran Coramino (22nd).
The brand’s growth was led by its reposado, which soared by 252% in value – growing six times faster than G4 Blanco. G4 Reposado is now the 17th ‘best in class’ product on Nielsen’s 2025 report.
In addition, PKGD Group also took on import rights for El Ateo Tequila in mid-2024, which had sold 268 cases prior to the transition.
After securing an exclusivity deal with Total Wine & More, El Ateo saw its volumes skyrocket by 268% in 2025 to 24,200 cases.
According to PKGD, El Ateo generated an estimated US$8.25m in retail sales, a figure that would place it in the top 50 brands nationally if reported in standard Nielsen channels.
El Ateo does not appear in Nielsen reporting because it is sold exclusively through Total Wine, which does not share data with Nielsen. As such, this figure is based on PKDG’s shipping to Total Wine.
Furthermore, PKGD Group reported that Palomo Mezcal grew by 142% last year, which the importer said reflects the ‘authentic agave’ trend.
“The industry is changing, and the old importer model is dead,” said Jeff Ernst, co-founder and partner at PKGD Group.
“You can’t just ship boxes anymore; you have to build brands. Whether it’s the organic, education-led growth of G4 or the strategic alignment of El Ateo with Total Wine, our numbers prove that when you combine world-class liquid with modern media and creative strategy, you win.”
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