Has Tequila peaked in journey retail?

The annual excessive double-digit will increase for journey retail are over, so the query stands: does Tequila nonetheless have headroom to develop?

*This function was initially revealed within the April 2026 situation of The Spirits Business journal. 

Since worldwide journey restarted in earnest following the Covid-19 pandemic lockdowns, the Tequila class has been on fireplace in international journey retail (GTR), leaving different white spirits trailing in its wake.

Tequila’s success mirrored its robust upward climb in home markets exterior of the Americas, the place client demand has been pushed by common cocktails, such because the Margarita and Paloma.

IWSR has but to launch year-on-year progress figures for 2025, however Charlotte Reid, its senior insights supervisor for GTR, reveals Tequila’s “strong momentum” will seemingly proceed, though maybe not on the “double-digit surge” seen lately. “As assortments expand, there is an increasing risk of shopper confusion, which may temper overall category acceleration,” she warns.

Reid provides that Tequila’s brightest prospects lie within the ultra-premium and status value tiers as new travelling customers enter the class and commerce up. The cristalino model, basically a colourless, filtered añejo, is nicely poised to capitalise. “Cristalinos happen to align well with the travel retail environment from a pricing perspective,” she says. “They typically sit at super-premium-and-above price points, which fits comfortably in the generally more premium positioning of GTR. There is long-term potential for the ‘whisky-fication’ of Tequila as more travellers browse the category.”

Reid highlights Western Europe because the class’s largest GTR progress market, with the UK, Spain, Germany, and Türkiye main from the entrance.

If Tequila is to observe within the footsteps of the a lot bigger, profitable Scotch whisky class, producers might want to elevate their sport in creating GTR-exclusive expressions. They ship some extent of distinction from home market ranges, and, if executed nicely, fulfill a requirement for premium presents amongst travellers.

Proximo GTR is main the cost relating to travel-exclusive Tequilas. At airports worldwide this 12 months, it’s rolling out the brand new 1800 Triple Cask Añejo – a 100% Blue Weber agave Tequila matured in a mix of French oak, American oak, and Cabernet Sauvignon wine casks. Roy Summers, head of GTR, says the brand new expression’s exclusivity provides it some extent of distinction in a crowded class, delivering a particular story round “craftsmanship, provenance, and collectability. For 2026, differentiation will come not just from the liquid, but from how we bring it to life in-store.”

He provides. “We have a strong global activation programme across key hubs, including New York JFK, Frankfurt, Munich, and Dubai [airports], built around sampling, education and a striking visual identity that explains the triple-cask maturation process.”

Another space of GTR progress for Tequila is the cruise sector, an increasing channel combining upscale retail shops, onboard cocktail bars and a captive, rich buyer base. Joanna Black, senior purchaser for liquor at main onboard cruise retailer Harding+, whose buyer portfolio consists of Cunard, Carnival and Princess Cruises, reveals Tequila gross sales grew by 21% in 2025 in comparison with 2024.

“We’re noticing a clear shift towards more premium options, with growing demand for higher-end and ultra-premium expressions rather than standard ones,” Black reveals. She says upscale manufacturers corresponding to Bacardi-owned Patrón and Diageo’s Casamigos are promoting very nicely. “Guests are more often choosing to trade up for bottles that feel a bit more special or offer greater quality.”

Focus on cruises

With extra time out there to promote to potential prospects, the cruise channel is ideally suited to experience-led promos, Black argues, corresponding to guided tastings, brand-led storytelling and mixology demonstrations. “Tequila is not a passive shelf category at sea,” she concludes. “It is an experience category where trial and guided discovery clearly make a difference.”

Airport shops are naturally the primary goal of many Tequila manufacturers wanting to interrupt into the aggressive GTR sector, however airport bars, airline lounges, and inflight pouring menus are sometimes missed avenues to discover. British ready-to-drink Tequila model Pimentae has performed simply that, profitable listings for on-tap and takeaway Margaritas at main UK airports this 12 months.

The firm’s five-litre bag-in-box-format Margaritas at the moment are out there at Big Smoke Taphouses in Heathrow Terminals 3 and 5, London Gatwick, and London Luton, whereas the model has additionally debuted six on-tap strains and its full canned vary at Manchester Airport’s Great Northern Market. These on-trade good points construct on an in-flight itemizing with British Airways final 12 months. “Our multi-format strategy is one of the factors that sets us apart; delivering premium Margaritas in 20L kegs, 5L bag-in-box as well as 125ml cans,” explains co-founder Alice Parmiter. “This enables us to offer a solution to cruise operators where there is still a demand for quality, but logistics and cost can be a challenge. This year, we are partnering with Cavendish Ships Supply to expand onto cruises.”

In the primary quarter of 2026, the outlook for the broader GTR enterprise has darkened significantly following a stable 12 months of worldwide journey progress. The spiralling warfare within the Middle East might show the following massive trade shock following the pandemic, however the Tequila class’s power within the Americas and Western Europe, two areas prone to be much less straight affected by the warfare, means it’s much less prone to be as closely affected than different spirits, corresponding to Scotch and Cognac.

World cup increase

Indeed, this summer time’s Fifa World Cup, collectively hosted by the US, Canada, and Mexico, might act as a serious increase for the class. Mexico co-hosting this 12 months’s Fifa “represents a major opportunity for Tequila in GTR”, says Aisling Tobin, head of promoting at Pernod Ricard Travel Retail Americas. “With millions of international travellers expected to pass through key airports in the US and Mexico, the tournament creates a powerful platform to showcase the richness, authenticity and versatility of Tequila to a truly global audience. Since the launch of Código 1530 in Mexico airports last August, we have seen consistent growth, which reinforces our confidence in the brand’s potential with international travellers.”

Having launched a restricted version Don Julio 1942 Fifa World Cup celebratory bottle in March, Diageo Global Travel can be assured the lads’s World Cup this summer time will present a big increase to Don Julio this 12 months. “We’re deeply connected to our consumers, and the Fifa World Cup 2026 is the ultimate occasion for football fandom,” says managing director Andrew Cowan. “It’s a perfect pairing for our brands, both on the ground and in travel retail. In GTR, we are bringing our Tequila brands to life through more than 100 activations across 34 airports, including all host cities,” he provides. “We will be engaging fans travelling to the tournament through immersive and memorable experiences featuring our Don Julio and Casamigos brands.”

The days of easy, post-pandemic spikes could also be transitioning right into a interval of steadier good points, however Tequila’s journey in GTR is much from over. Between the premiumisation of the cruise sector, the alternatives supplied by airport F&B, and the worldwide stage of the World Cup, there may be nonetheless loads of runway for the class to soar.

What alternatives do you see for Tequila in GTR over the following three to 5 years?

Josh Irving – CEO and co-founder, I & A Agave Spirits

“The biggest opportunity in GTR is for brands built on origin, craftsmanship, and truth. Transparency has and will continue to change the Tequila landscape. Take pride in the craft, people will notice. Try to market a label, people will notice. Celebrities can create noise, but they can’t create quality. Over the next few years, consumers will continue rewarding Tequila that has real roots, real owners, and real makers who care most about the quality inside the bottle.”

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