Barsys

In the world of spirits, those that are agave-based like tequila and mezcal, have seen significant growth over the last few years. As we near the halfway point of 2025 its clear agave is dominating the year and shows no sign of slowing down. In 2023, tequila overtook whiskey to become the second-most consumed spirit by value in the US and then 2024, tequila outsold vodka in American bars.

For years, vodka was the spirit to watch but thats definitely no longer the case, especially with so many great agaves on the market. From tequila to mezcal and sotol to bacanora, theres still so much to learn about this incredible spirit which is rooted in culture and tradition. While tequila is still the most widely recognized agave spirit, the slow rise of mezcal and other lesser-known agave spirits isnt something to overlook. According to recent reports, the global tequila market alone is expected to surpass 20 billion US dollars by 2025, with mezcal following closely behind in its rapid growth.

The rising interest in agave can easily be attributed to the following key factors:

Premiumization

Consumers are all about quality over quantity and are putting more effort into learning about what they are purchasing considering factors such as ingredients, authenticity, and leaning toward artisanal products. Both tequila and mezcal are known for their high-quality regulations and craftsmanship. In recent years well known brands like Patron have even launched ultra-premium versions of their tequilas giving imbibers more options to choose from.

Demographic Shifts


Millennials and Gen Z have embraced tequila more than any other spirits categories and as the largest population making alcohol purchases, that holds weight. This demographic is all about the heritage and cultural significance of agave. Of course, social media and cocktail culture play a huge part in this as tequila-based cocktails are constantly trending and theres so much knowledge being shared about the other growing agave styles. Mezcal was embraced by bartenders over a decade ago and thats slowly but surely making its way to the consumer's palette as a more regular drink option.

Sustainability


Consumers are becoming more aware of what it takes to produce the products they love and gravitate toward. The way agave is grown and harvested is a draw for those who have a vested interest in sustainability. Agave is a special plant because it's really good for the environment. Unlike many other plants, agave doesn't need a lot of water and no harmful chemicals are used to help it grow. Agave plants have long roots that can reach deep into the ground to find water on its own, even if theres been no rain. This growth process may take a long time since agave plants have to mature at least six years before they can be used, but they are definitely environmentally conscious much more so than the sugarcane or grain needed to produce whiskey or rum.

Cultural Influence


 The growing influence of Mexican culture can be seen on a major global scale, from an entertainment standpoint to the culinary world, Mexico is on display more than ever, so naturally this has assisted in the growing popularity of agave spirits. Plus, it seems like every celebrity these days has a tequila brand of their own. From OG celebrity spirit George Clooneys Casamigos to Eva Longorias Casa Del Sol and Kendall Jenners 808 Tequila, these well-known names have led to more and more interest in the category as a whole.

How To Drink Agave Spirits

While agave spirits are typically fantastic on their own either neat or on the rocks, they also make a great base for cocktails. From refreshing and delicious like the Patron Perfect Margarita or a light and bubbly paloma to boozier options like a Oaxacan Negroni (swap the usual gin for mezcal), there are endless bold, savory, and delicious ways to enjoy your tequila or mezcal.