Drinks International's annual league of million-case brands returns. Here is a list of the world's best-selling tequila brands in 2015. 

Diageo has pledged to make capital investment to expand local production facilities across distilling, bottling and water treatment as well as increasing its agave farming capacity in Mexico, following the completion of its acquisition of Tequila Don Julio last week.

Brands Report 2015: Tequila

06 January, 2015

That a brand as small as Ocho can be the top selling tequila in any bar, let alone 11 of our 100 surveyed bars, is quite something.

Diageo has opted for total control of its tequila destiny rather than a fight for second place in Irish whiskey, according to Euromonitor International's Jeremy Cunnington.

Patrón Spirits has introduced Roca Patrón, a tequila purely made using the traditional tahona wheel process.

Proximo Spirits has launched Jose Cuervo Tradicional Silver to the UK.

Former British TV star Cleo Rocos has rolled out AquaRiva tequila to the US following its launch in the UK in 2012.

Pernod Ricard USA has extended its Tequila Avión brand line with Avión Reserva 44, an extra añejo $150-a-bottle tequila. 

For the fourth instalment of the Brands Report, we quizzed the class of 2013 on the Tequila brands moving through their bars.

Diageo’s latest super-premium tequila acquisition does not mean the group will not head downstream to a volume brand, says Jeremy Cunnington, senior drinks analyst at Euromonitor International.

Diageo has added to its US tequila portfolio with the acquisition of 100% blue agave tequila Peligroso from the Californian Peligroso Spirits Company.

Diageo has bought “prestige” tequila brand DeLeón and formed a second joint venture with hip-hop star and luxury goods marketer Sean 'Diddy' Combs in attempt to “reclaim leadership position” in tequila in the US.

Jose Cuervo was the largest selling tequila in the world in 2012, selling 4.4m 9-litre cases, according to The Millionaire's Club 2013.

Patrón Spirits has announced Lee Applbaum has joined the company as chief marketing officer.

The Tequila Chamber (CNIT) is working on a campaign to develop China into the category’s number two export market, now that Chinese tequila-importation laws have been relaxed.

The newly formed Proximo Spirits UK has set out its plan to build on Jose Cuervo’s dominance of the UK tequila market, dismissing suggestions the brand’s transition from Diageo will dent sales.

DI understands Diageo has actively tried to expand its tequila operation, with an offer made to Centinela tequila and interest shown in the Orendaine family-owned Don Roberto distillery.

The tequila industry's agave crisis, which has seen prices rocket 500% in two years due to a shortage of supply, is likely to continue for another five years, according to Jesús Hernández, master distiller of Olmeca.

Pernod Ricard is working on the release of an Anejo variant of its Olmeca Altos tequila.

Comment

Christian Davis

Diageo’s Special Releases - released

Diageo’s 2016 Special Releases are being debuted this evening (September 21). Here are my rambling tasting notes with comments from master blender Maureen Robinson interspersed with an occasional discussion about cake/dessert comparisons.

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