Jose Cuervo sales fall 15% in Q4
The company behind Jose Cuervo saw Tequila sales fall by double digits in the final quarter of 2025, dragging full-year revenue down by 2%.
Mexican spirits firm Becle, which also owns 1800 Tequila and Kraken Rum, suffered a 14.1% sales drop to MXN11.08 billion pesos (US$645.1 million) in the fourth quarter (Q4) of 2025. The previous three months of the year saw Becle post stagnant sales.
Its October-December performance tugged down the company’s 2025 full-year sales to MXN43.1bn pesos (US$2.5bn), when compared with 2024.
A statement from the company described 2025 as “a challenging year for the global spirits industry, shaped by macroeconomic pressures and shifting consumer trends, driving steep consumption declines across markets”.
“Throughout this period, we have sustained and grown our market position through disciplined execution while protecting profitability and financial health,” the statement continued. “As we move into 2026, we will focus on strengthening our Tequila leadership as we navigate continued market volatility.”
Gross profit for the business was down by 14.1% in Q4 and decreased by 2.6% for the 12 months.
In Q4, the flagship Jose Cuervo brand saw net sales fall by 15.1%. The firm’s portfolio of ‘other Tequilas’ – including 1800, Maestro Dobel and Gran Centenario – was also in decline (down 14.9%).
‘Other spirits’, which includes brands like Bushmills Irish whiskey, Kraken and Three Olives Vodka, plunged by 14.5% in Q4.
Becle’s total spirits sales (including all Tequilas) fell by 14.9% for the final three months of 2025.
On the other hand, the group’s ready-to-drink (RTD) portfolio saw an uplift of 13.8% in Q4. The ‘non-alcoholic and other’ segment plummeted by 27.8%.
In terms of 2025 full-year figures, all categories (except other Tequilas) were in decline but at a lower rate.
Jose Cuervo decreased by 3.7%, other spirits fell by 4.8%, non-alcoholic decreased by 6.2% and RTDs were flat. Other Tequilas managed to post a slight uptick of 1.2%.
Total full-year spirits sales were down by 2%, with the Jose Cuervo brand representing 34.4% of the company’s 2025 revenue.
From a geographical perspective, the US and Canada saw sales fall by 8.4% last year. Its home market of Mexico was down by 1.1% and the rest-of-the-world region decreased by 4.4%.
In the US and Canada (Becle’s largest market), volumes decreased by 7.1% year over year. The company said this was driven by a high-single-digit drop for RTDs, ‘reflecting market saturation and increased competition’ from smaller formats.
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