National Tequila Day is Friday, July 24th. This unofficial holiday was born because consumer tastes in tequila seem to be changing.
Director Guillermo del Toro directs new commercial for Patrón Tequila
“Frankenstein” director Guillermo del Toro directed Patrón Tequila’s new commercial, “The Perfect Pour.”
Tequila is a spirit that has been growing in popularity for more than 20 years, but the boom may have reached a plateau.
As we celebrate National Tequila Day (Friday, July 24th), another unofficial “holiday,” tequila options continue to expand, including flavored, organic, and aged tequilas, as well as canned cocktails to accommodate changing consumer tastes.
After years of strong growth, tequila’s momentum appears to be slowing, with sales down 3.9% over the past 26 weeks, Callie Theriault, director of thought leadership for Nielsen IQ Beverage Alcohol, said in a statement to USA TODAY.
This trend has continued over the past year, with tequila sales down 4.3% in the 52 weeks ending July 11, 2026, according to data from NielsenIQ, which tracks sales at U.S. supermarkets, drug stores, mass merchandisers, convenience stores and liquor stores.
According to NielsenIQ, tequila sales have increased by more than 6% over the past two years. “Premium-priced tequila remains positive, but the decline was more pronounced in the ultra-premium and luxury segments (down 9.8% and 7.1%, respectively), suggesting that some consumers may be becoming more selective about consuming higher-priced products,” Tello said.
Bump Williams, founder and CEO of Bump Williams Consulting in Shelton, Conn., which serves the alcoholic beverage industry, said that while tequila sales growth may be slowing, tequila remains the third-largest spirits category in retail. Tequila ranks second only to whiskey ($10.6 billion) and vodka ($6 billion), both of which have seen similar sales declines, according to NielsenIQ data.
The drop in tequila sales may simply represent a change, he says. “I think a lot of it has to do with tequila-based RTDs (ready-to-drink cocktails) rather than bottles,” Williams said.
According to NielsenIQ, sales of canned cocktails have increased 25.5% over the past 52 weeks to $4.4 billion.
Williams said consumer concerns about higher prices, including due to tariffs on products from Mexico, may be holding back spending. The average price spent on a bottle of tequila is $18.50, down 8% from $20 a year ago, according to NielsenIQ. However, the volume of tequila sold over the past 52 weeks has actually increased by 4%, while all other spirits, excluding canned cocktails and non-alcoholic spirits, have decreased. “Consumers are becoming more intentional about what they drink, so we’re seeing strong interest in premium tequilas that prioritize quality, craftsmanship and transparency,” said Paul Stanley, president of Casa Azul Organic Tequila, which offers organic tequilas and canned cocktails.
If you want to celebrate National Tequila Day, you can take part in drink sales and special tequila releases.
Applebee’s National Tequila Day Margarita Special
As part of the new menu, the restaurant chain has added several new cocktails, including a Bacon Cheeseburger Wonton Taco and a pair of $10 Don Julio Margaritas. The Back Flippin’ Blue Margarita is a cocktail made with Don Julio Reposado Tequila, Malibu Coconut Rum, Blue Curacao, Passion Fruit, Pineapple, Cherry, and Lime. and the Spiny Plunge Margarita (Don Julio Reposado) (tequila, Smirnoff vodka, triple sec, prickly pear, lime).
There’s also the $6 Bacardi Blush Dragon, made with Bacardi Superior rum, dragon fruit, premium lemon sour and lemonade.
Speaking of lemonade, there’s Lemon Berry Sunshine, a non-alcoholic cocktail that supports Alex’s Lemonade Stand Foundation, a charity for children with cancer. 50 cents from each drink sold through August 30 will be donated to charity (guests can also donate by purchasing digital lemons online at checkout at Applebees.com or in denominations of $1, $5, $10 or $20 through Applebee’s mobile app).
Becky G and Patron limited edition bottle
In addition to crediting the brand with her recent single “Patrona” and incorporating it into her video, platinum-selling music artist Becky G collaborated with Patrón Tequila on two limited-time products.
Starting Friday, July 24th, Rainwater Limited Edition Patron Silver Bottle ($60) designed by Becky G will be available.
The limited edition of 350 bottles will be available on the Patron website on National Tequila Day, July 24th. Each bottle comes with a custom cork and a wearable scarf. Rainwater Limited Edition Patron Silver Collectible Tins ($42.99) are now available.
The blue and green tones of both limited edition products reflect the importance of water and signify that patrons are working with the nonprofit organization Isla Urbana to fund the installation of 200 rainwater collection systems across the Mexican state of Jalisco.
“Clean water is not something everyone in Jalisco has access to. For many families, it’s not just something that comes out of the tap, it’s something they carry, store, and distribute,” Becky G. said in a news release. Rebecca Gomez, who was born in Inglewood, California, to Mexican parents, says Jalisco is important to her. “If you have a platform, you can use it to uplift others, and I’m proud to be able to do that with Patrón and Isla Urbana. I hope this platform inspires people not to take something as essential as water for granted.”
chili’s $5 margarita deal
The restaurant chain offers a housemade sour of Tequila Classic Marg, Triple Sec and Chili made with Cuervo Traditional Blanco for $5. Other options include the $6 July Marg of the Month, made with El Jimador Blanco Tequila and Monin Dragonfruit, and the Patron Frozen Marg.
Free Cuervo Tequila Margaritas on National Tequila Day
Cuervo Tequila wants to stock up on margaritas every Friday leading up to National Tequila Day and Labor Day.
Simply upload a photo of your receipt for your Cuervo cocktail (or pour) to Cuervo’s site and get reimbursed (up to $10) via PayPal or Venmo.
The site also allows you to enter the Ultimate Summer Friday Sweepstakes for a chance to win $1,500 to support Ideal Summer Fridays. An additional 300 winners will receive $25 toward their next margarita.
Last month, Cuervo brought to market its own branded Cuervo canned cocktails (5-5.9% ABV) with flavors such as Classic Margarita, Paloma, Strawberry Margarita and Pink Lemonade.
The Cuervo brand is also planning a limited release in September. Reserva de la Familia Mole Cask Añejo Tequila ($120), finished in medium-toasted new American oak barrels seasoned with Oaxaca Mole red, is now available for pre-order online.
Tocaya’s National Tequila Day Happy Hour
This modern Mexican restaurant chain will host an all-day happy hour on National Tequila Day, July 24th.
Twin Peaks National Tequila Day Special
Participating Twin Peaks locations will offer four handcrafted tequila cocktails starting at $5: Peaks Margarita ($5), House Margarita ($6), Tequila Sunrise ($7) and Twin Peaks Barrel Select Margarita ($7).
Cazadores’ new pineapple-infused tequila
In conjunction with National Tequila Day, Cazadores has launched its first new product in three years and its first infused tequila. Cazadores Pineapple Infused Tequila ($21.99 for 750 ml bottles, $14.99 for 375 ml bottles) is a blend of Cazadores’ Blanco Tequila with sweet pineapple flavor.
“Pineapple was a natural choice for the brand due to its growing popularity in cocktail culture and deep roots in Mexican cuisine and celebrations,” Jay Needham, senior global brand director for Tequila Cazadores & Agave Spirits at Bacardi, said in a news release. “Casadores Pineapple Infused Tequila offers consumers a fresh and approachable way to enjoy elevated cocktails, from pineapple margaritas to simple serves for any occasion.”
New Margaritos Flavor Pack from Hornitos Tequila
Hornitos Tequila has teamed up with fruit-flavored Mexican soda drink maker Jarritos to make making tequila cocktails easy. The new limited edition Margaritos Variety Pack ($24.99) comes with a bottle of Hornitos Reposado and a bottle of one of three Yaritos flavors: lime, mandarin, and pineapple.
Combine with ice and fruit or jalapeno slices for a complete cocktail. Check out Doordash to find a participating retailer near you.
Mike Snyder is a national trends news reporter for USA TODAY. You can follow him on Threads, Bluesky, and X, and email him at: mike snyder & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com.
