Tequila has reached a new sales record in the US. It is involved in the production of the spirit, made from Mexican blue agave plants. And tequila enthusiasts spend more on a sip.
Mi Vida’s National Tequila Day
Local bars and pubs are preparing to celebrate National Tequila Day.
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Tequila is still rising. Can women’s preference for tequila help them continue their two years of climbing?
Of course, women are no strangers to tequila. Some well-known examples: Miranda Lambert sang praise on the 2019 song “Tequila dos,” while Kendall Jenner launched the 818 Tequila brand in 2021.
There is no new research suggesting that more women are drinking tequila as they prepare to drink and celebrate National Tequila Day on Thursday, July 24th, but there is much evidence in support of the claim that women’s touches, especially coming to more tequila brands.
“Every woman we know drinks tequila,” Shivam Malik Sher and Lindsey Davis Stober, two of the 1953 co-founders of Tequila, told USA Today. They launched their 1953 Tequila in the winter of 2020 and launched their first product in October 2023. We have launched an ultra premium Anie Jotequila made at a women’s distillery, sourced from a women’s farm.
“Tequila is the number one spirit for women, but looking at the market, there are many brands sold to men,” said actress Eva Longoria, co-founder of Casa Del Sol Tequila in a recent interview with the gorgeous lifestyle and travel blog The Procruitist, in addition to directing the film “Flamin ‘Hot.”
The women-run brand that was launched in 2021 “is more than just selling tequila,” Longoria said. “I want to elevate the women behind it and disrupt the industry with a fresh perspective.”
Tequila sales outweigh other spirits
According to research firm NIQ, tequila cravings, US supermarkets, drug stores, bulk charging stores, convenience stores, convenience stores, July 12 Based on sales tracking at liquor stores, liquor stores and liquor stores for 52 weeks in 2025, research firm NIQ, tequila cravings continue to increase sales of US tequila sales, up about 6% over the past 12 months.
Meanwhile, sales of all other spirits, including whiskey, vodka, gin, have been declining. According to NIQ, the only other spirit category that sees a steady increase beyond tequila was pre-made cocktails based on spirits, which increased nearly 18% in the first half of 2025.
Dave Williams, president of Bump Williams Consulting in Shelton, Connecticut, which serves the alcoholic beverage industry, said the rise in women in tequila consumption was “a factor that I heard that it was cited as a driver of the widespread and consistent growth the category experienced.
What’s happening is that some consumers are sometimes shifting from other ethos to tequila.
According to NIQ, tequila is the only spirit to see an increase in volume (6.2%) that is being sold immediately. In comparison, vodka fell 2.8% and whiskey fell 3.2% (these two spirits accounted for 19% and 18% of the spirits market share, while tequila grew to 17%).
National Tequila Day Trade
Need a reason to tasting tequila? Here are some of the National Tequila Day specials for Thursday, July 24th. Check the social media accounts of your favorite local restaurants and bars.
- Chile: On National Tequila Day, July 24th, you can get the restaurant chain Tequila Triple for just $5. The cocktail is made with three premium tequila, Elgimador silver, 1800 Reposado and Jose Cuerbo Gold. The menu also includes Patron Frozen Margaritas, Flamingo Freeze and Arctic Drift.
- Margarita Mexico Restaurants and Watering Holes: The New Hampshire restaurant chain has the Don Giulio Tequilas Special on July 24th, including the $5 Don Giulio’s Ranco Shot, the $7 Cadillac Margarita made with Don Giulio Reposado, and the $19.42 Don Giulio 1942 Margarita made with 1942 Urmiam Aenie Giula. (You can also get a free Don Julio Hat with a 1942 Margarita purchase, but the last one will be the consumables.)
- Eddie Merlott: From 4pm to 6:30pm on July 24th, you’ll get $5 to $5 for $5, including a spicy pineapple margarita made with Frecha Azul Blanco Tequila and a spiny Pier Paloma made with Telemana Blanco Tequila. (Some exclusions may apply.)
- Native Grill & Wings: Get Native Brita for $6.50. (It is suitable for Dine-in only and can be used at participating locations with a valid ID.)
- Tequila Organic Pants: On July 24th, you’ll win $2 from Pantalon’s “First Paloma,” made with organic Tequila Blanco, ruby red grapefruit, key lime juice and tagine rim. Also on that day in Las Vegas, Maspaw will support Taqueria Y Tequila, who will have a Pantalone Tequila special at the open bar from 9pm to 10pm
- Sullivan Steakhouse: Get $5 from your chosen cocktail, including The Strawberry & Agave Fields, made with Lalo Blanco Tequila. (Some exclusions may apply. Check your local Sullivan Steakhouse for more information.)
- Octopus: The Mexican-style food chain covered in San Antonio features a margarita worth $1.50 a day at Casalta, a premium additive-free tequila. Texas customers can also compete in statewide margarita recipe contests for their trip to Jalisco, Mexico, known as the birthplace of tequila. For more information, please visit the Taco Cabana website. Enter by August 10th.
- Taco Deli: Get a $5-dollar 16-ounce margarita all day at a Texas-based restaurant.
- Score: The Tequila brand offers free shipping (valued from $15 to $20) on July 24th. Use code NTD2025.
- Organic Tokaya: Margaritas start at $6, beer starts at $3, while chips and salsa start at $2 on July 24th from 3-6pm.
- Via 313: Get Tommy’s Margaritas for $5 at Colorado and Texas locations all day on July 24th.
Tequila Women: Sophisticated Taste
Consumers are willing to move to buy high-end tequila, Williams said. For Tequila in 1953, that’s good news, as women are willing to pay for quality.
Their first tequila is aged for 15 months in vintage American oak barrels previously used in bourbon, at an ultra premium price of around $200 per bottle. “We wanted to present a high spirit that truly reflects Mexican history, elegance and credibility, so we decided to focus on the idea of Añejo and Additive Free Drink Tequila,” said Malick Shah and Davis Stober.
Along with co-founder Alison Kiel Friedman, a Washington, DC-area woman, Allison Kiel Friedman, bonded through tequila and after Davis Stober read a monthly article on tequila, set up a women-focused company, with four sisters set out to run a women-focused farm.
“No woman was mentioned (in the article),” they said. “Through the initial research, it became clear that tequila is actually a male-dominated industry and simply does not reflect the diversity of people who make and consume products. We decided to change that.”
Tequila in 1953 was included in the Forbes Story in March 2024, when the rise of “more women firing tequila brands.”
Other women at Tequila include Bertha Gonzalez Nieves, founder and CEO of Tequila Casa Dragons. He is the first woman to be recognized as Mestra Tequila by the academy of the Mexican Tequila Tusters and is Christian Maeltens, founder and CEO of Valor Babydas.
In addition to Jenner and Longoria, other female celebrities with the tequila brand include actress Shay Mitchell, who co-founded the Order of the Tequila Cocktail Brand, Propropelo Tequila Chief Creative Officer, singer-actress Rita Ora.
Other women involved in tequila include Camila Alves McConaughey and Behati Princeluh. They each launched the tequila brand with their husbands Matthew McConaughey (Pantarone Organic Tequila) and Adam Levin (Carilosa Tequila).
Tips for trying tequila
If you want to try tequila, we have some advice from the 1953 tequila pioneer. “Today’s premium, no additives tequila is not the same as university tequila,” they said. Instead, it is intended to be “siping like a bourbon or other fine spirit.”
Some pointers:
- Please look: Pay attention to the liquid color, viscosity, and “legs”. Color is usually a good indicator of the length of ageing of tequila, the type of aging barrel, and the presence of additives. Usually, additive-free Añejotequilas have a golden amber or champagne colour, but longer aged Añejo is reasonably dark. However, fewer but darker coloured reposades may indicate the use of additives that increase color. Viscosity and “legs” provide additional indicators of whether additives are used. Usually, additive-free tequila is full-bodied, but not heavy. Move the glass slowly.
- Take whim: Close your eyes and smell the glass with your nose with at least three fingers on top of the liquid to detect the full depth and personality of the tequila.
- Do not hit SIP: Take a small first bite, open the palate, then take a regular bite and fully understand the layered, subtle taste of the premium drinking tequila.
Mike Snyder is a national trending news reporter for USA Today. You can follow him in the thread, send BlueSky, X with X and send him an email Bliss & @mikegsnider.bsky.social & @mikesnider &msnider@usatoday.com
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