Here are the best-selling tequila brands globally

Tequila, over the years, has managed to provide stiff competition for traditional spirits like vodka and whiskey.

According to the Distilled Spirits Council of the United States (DISCUS), tequila was the fastest-growing spirits category in the U.S. in 2023, with exports surging to non-traditional markets including Japan, the U.K., and Germany.

Don Julio emerged as the global leader in tequila sales for 2023, selling a remarkable 3.4 million 9-litre cases, according to The Millionaires Club 2024 Report by Drinks International. The brand, which has steadily grown its international appeal, now holds the coveted title of world’s best-selling tequila, edging past other premium heavyweights like Patrón and Casamigos.

Don Julio’s rise to the top is no accident. Founded in 1942 and now owned by spirits giant Diageo, the brand is widely credited with helping to define the luxury tequila category. Strategic positioning, celebrity endorsements, and a commitment to traditional production methods have contributed to its success.

Patrón, a long-standing leader in the premium tequila space and now owned by Bacardi, maintained strong performance with 3.2 million cases sold. Its artisanal image and robust presence in upscale bars continue to make it a go-to choice for tequila connoisseurs.

Meanwhile, Casamigos, the celebrity-founded brand co-created by George Clooney, remains a dominant force. With 3 million cases sold, it underscores the influence of lifestyle branding and social media in driving spirits sales, especially among younger demographics.

While premium tequilas are surging, brands like Hornitos, Espolòn, and El Jimador are driving a mass-market appeal. These labels cater to a more price-sensitive audience without sacrificing authenticity, often being used in cocktails and large-scale events.

Hornitos, known for its accessibility and versatility, particularly in the U.S, sold 1.9 million cases, while Espolòn, which is valued for its vibrant branding and smooth flavour profile, sold 1.6 million cases in 2023. El Jimador, one of Mexico’s top-selling tequilas, widely used in both home and bar settings, on the other hand, did 1.5 million cases in the same year.