Tequila has emerged from industry turbulence with renewed vigor at the beverage alcohol retail tier. “The first quarter was slow, but the second quarter so far has been up,” says Mike Moreno Jr., co-owner of Moreno’s Casa Tequilera & Liquors in Chicago, Illinois. “We’re seeing about a 20% increase in sales from the first quarter to the second quarter. We’re seeing more people coming in. One of the most significant developments for Tequila over the last year is the massive rise in single barrels. As people change their drinking habits, we’re seeing more people move toward agave spirits.”
Located in Chicago’s vibrant Mexican American Little Village neighborhood, Moreno’s boasts more than 1,000 Tequila SKUs overall, arguably the largest retail selection nationwide. Moreno’s typically sees a boost in Tequila sales for Cinco de Mayo. “There are two different demographics coming into our store for Cinco de Mayo. One is coming in looking for quick Tequilas to be used for Margaritas,” Moreno says. “We also get tourists coming in for higher-end brands for parties. We see an average increase in sales of about 15% from Cinco de Mayo. People come from all over the Midwest but predominantly from Wisconsin, Michigan, Ohio, and Indiana.”
In a manner similar to single-barrel Bourbons, Tequila producers are experimenting with different barrels and age statements and generating excitement among consumers. “You are seeing a lot more single barrel Tequilas becoming prevalent in the market, along with trying to differentiate themselves from other products,” Moreno notes.
Moreno says social media is one of the best ways to promote his products, and his top three platforms are Instagram, Facebook, and Twitter. Boasting more than 1,000 Tequila SKUs overall, Moreno’s typically has about a dozen single barrel Tequilas in stock. Top sellers include Maestro Dobel Diamanté ($45), Tequila Ocho Cask Strength Single Barrel Añejo ($100 a 750-ml.), Corazon Extra Añejo Double Eagle Very Rare Single Barrel ($100), and Jose Cuervo Reserva de Famila Añejo ($110). “You have brands that are doing different proofs, utilizing different barrels, and adapting to the market,” Moreno says. “Most of the añejos I have are priced at about $100. They do move, but in general Tequilas priced between $45 and $60 are usually selling the best.”
Moreno’s top selling Tequilas overall are Don Julio Reposado ($49 a 750-ml.), Centenario Añejo ($33) and Reposado ($25), Casamigos Reposado ($48), and Hornitos Blanco ($20). “Don Julio is doing well and has just blown up in the market,” Moreno says. “I am also selling a lot of Centenario. Casamigos is one of the fastest-growing Tequilas, but Hornitos is more than likely outperforming it.”
The recent resurgence in Tequila sales at Moreno’s is a welcome sign after navigating tough terrain last year. In addition to a downturn in alcohol consumption due to lifestyle choices and competition from recreational cannabis and Delta-9 THC beverages, Moreno notes the presence of ICE (U.S. Immigration and Customs Enforcement) coming into the community coincided with a sales downturn. “Our sales were worse last year. It was not a typical year,” he says. “While Tequila sales were slower last year than usual, they were still way up compared to other categories.”
Tequila sales are also rebounding elsewhere. In New Hampshire, Tequila is one of the strongest growing spirits categories at the retail tier so far this year. “Tequila was down 3.1% in dollars and 4% in cases during 2025 but has improved to plus 4.8% in dollars and plus 3.4% in cases year-to-date,” says Joseph Mollica, chairman of the New Hampshire Liquor Commission.
In all, New Hampshire Liquor & Wine Outlets offer 332 Tequila SKUS with 750-ml. bottles ranging in price from $12.50 for Margaritaville Gold to $7,500 for Patron En Lalique. “With the warmer months approaching and our first-ever flash sale on Tequila in April—15% off the purchase of six or more bottles of Tequila over $50—we see continued category growth,” Mollica says.
In Chicago, meanwhile, Tequila based RTDs and additive free Tequilas are also driving category growth. The top selling Tequila based RTDs are New Mix from Jimador and VMC (both $10 a four-pack of 12-ounce cans). “We sell a ton of those guys,” Moreno says. “It’s growing very fast.”
While the Consejo Regulador del Tequila (CRT) forbids brands from using “additive free” on labels, Moreno says there were so many brands previously listed as “additive free” that consumers have become quite savvy. Popular additive free Tequilas at Moreno’s include Tequila Ocho Reposado ($63 a 750-ml.), G4 Blanco ($46), and Siete Leguas Reposado ($53). “Even though they are not labeled as additive free anymore, those smaller, younger brands are still doing quite well in the market,” Moreno says. “We get a lot of consumers who come in and purchase those specific styles. Millennials are the main buyers for additive free Tequilas.”
Based on his location, clientele, inventory, and category knowledge, Moreno has a good read on Tequila. “Tequila still has a long way to go. We haven’t reached the top yet,” he says. “We have at least eight more years of solid, healthy growth as the nation dives deeper into it. Tequila has exploded in major cities and is now only recently started to hit more of the rural areas of the U.S., where it vastly booming.”