Is Tequila the new gin? In recent years we are seeing a premium shift in the Tequila market, with an ever-increasing number of consumers sipping rather than slamming the spirit, making Tequila one of the fastest-growing spirits categories.
With Tequila surging in popularity, many household names have entered the industry. Let's take a look at 6 recent Tequila success stories from some familiar faces...
1. Justin Timberlake
Music star Justin Timberlake is such a fan of Tequila he decided to make his own brand, 901 Tequila partnered with Sauza. Having launched in 2009 he was one of the first celebrities to hop on board the trend and produce his own Tequila.
Timberlake says he was inspired to create the brand after a trip to Mexico and seeing the "passion and craftsmanship that goes into every bottle".
2. George Clooney
Actor George Clooney co-founded Tequila company Casamigos in 2013 with two long time friends. Their idea was to make the best-tasting, smoothest Tequila that could be sipped without being followed by salt and lime. They commissioned a small batch distillery in Jalisco, Mexico to make a Tequila that "tasted great and didn't burn going down".
By 2017 Diageo, one of the worlds largest producers of spirits and beers, snapped up Casamigos after identifying it as the "fastest-growing super-premium Tequila brand in the US". The purchase, according to The Wall Street Journal, equated to Diageo paying almost $500 a bottle, close to $1 billion in total! This 10-figure acquisition of Clooney's Casamigos signalled a landmark for the category and set enticing footprints for others to follow.
3. Shay Mitchell
Taking a different approach to the Tequila trend, Pretty Little Liars star Shay Mitchell helped create Onda. The team were inspired by