National Tequila Day is Friday, July 24. The unofficial holiday comes as consumers' taste for tequila looks to be changing.Show Caption
Tequila has been a spirit on the rise for more than two decades, but the boom may be plateauing.As we celebrate another unofficial "holiday," National Tequila Day, which is Friday, July 24, tequila choices continue to expand with flavored, organic and aged tequilas, along with more canned cocktails to help address shifting consumer tastes.After years of strong growth, tequila's momentum appears to be cooling, with sales down 3.9% during the latest 26 weeks, Kaleigh Theriault, director of thought leadership, beverage alcohol at NielsenIQ, said in a statement to USA TODAY.The trend extends over the past year, with tequila sales down 4.3% during the 52-week period ending July 11, 2026, according to NielsenIQ's data, which tracks sales in U.S. supermarkets, drug stores, mass-merchandise stores, convenience stores and liquor stores.During the previous two years, tequila sales rose more than 6%, according to NielsenIQ. "Premium-priced Tequila remains a bright spot, but declines are more pronounced at the Ultra Premium and Luxury tiers (down 9.8% and 7.1% respectively), suggesting some consumers may be becoming more selective about occasions in which they consume higher-priced products," Theriault said.Growth in tequila sales may be slowing, but tequila remains the third largest spirits category at retail, said Bump Williams, founder and CEO of Bump Williams Consulting of Shelton, Connecticut, which services the alcoholic beverage industry. Tequila ranks behind whiskey ($10.6 billion) and vodka ($6 billion), both of which also saw similar sales declines, according to NielsenIQ data.Declining tequila sales may just represent a shift, he said. "I think a lot of that has to do with tequila-based RTDs (ready-to-drink cocktails), instead of ... bottles," Williams said.Sales of canned cocktails rose 25.5% to $4.4 billion over the past 52 weeks, according to NielsenIQ.Consumer concerns about higher prices – in part from tariffs on goods from Mexico – may have cut into spending, Williams said. The average price spent on a bottle of tequila dipped 8% from $20 a year ago to $18.50, according to NielsenIQ. But the volume of tequila sold over the past 52 weeks is actually up 4%, while other spirits – but not canned cocktails or non-alcoholic spirits – have seen declines.“Consumers are being more intentional about what they drink and as such we are seeing strong interest in premium tequilas that prioritize quality, craftsmanship and transparency," Paul Stacey, president of Casa Azul Orgánico Tequila.If you want to celebrate National Tequila Day, you can partake of some drink deals and special tequila releases.Applebee's National Tequila Day margarita specialsAs part of its new menu, the restaurant chain has added Bacon Cheeseburger Wonton Tacos and some new cocktails, including a pair of $10 Don Julio Margaritas: the Backflippin’ Blue Margarita, a cocktail made with Don Julio Reposado Tequila, Malibu Coconut Rum, blue curaçao, passion fruit, pineapple, cherry and lime, and the Prickly Plunge Margarita (Don Julio Reposado Tequila, Smirnoff Vodka, triple sec, prickly pear and lime).There's also a $6 Bacardí Blushing Dragon, made with Bacardí Superior Rum, dragon fruit, premium lemon sour and lemonade.Speaking of lemonade, there's a non-alcoholic Lemon Berry Sunshine cocktail that supports Alex's Lemonade Stand Foundation, a charity for children with cancer. Fifty cents from each drink sold through Aug. 30 goes to the charity (guests can also contribute by purchasing a digital lemon online during checkout on Applebees.com or through the Applebee's mobile app in denominations of $1, $5, $10, or $20).Becky G and Patrón limited edition bottlesPlatinum-selling music artist Becky G has teamed with Patrón tequila on a pair of limited-time products – in addition to name-dropping the brand in her recent single "Patrona" and including it in the video.Available starting Friday, July 24, is a Rainwater Limited-Edition Patrón Silver Bottle ($60), designed by Becky G.The limited run of 350 bottles becomes available on National Tequila Day, July 24, on the Patrón website. Each bottle comes with a custom cork and wearable scarf. Already available is the Rainwater Limited-Edition Patrón Silver Collectible Tin ($42.99).The blue and green tones of both limited-edition products reflect the importance of water and mark Patrón's funding of the installation of 200 rainwater harvesting systems across Jalisco, Mexico with non-profit group Isla Urbana."Clean water isn't a given for everyone in Jalisco – for many households, it isn't something that just flows from the tap, but something you carry, store, and ration," said Becky G in a news release. The musician, born Rebecca Gomez in Inglewood, California, to parents of Mexican descent, says Jalisco is an important place to her. "If you have a platform, you use it to lift others up, and I'm proud to do that alongside Patrón and Isla Urbana. I hope it inspires people to not take something as essential as water for granted."Chili's $5 margarita dealThe restaurant chain has its Tequila Classic Marg made with Cuervo Tradicional Blanco, triple sec and Chili’s house-made sour for $5. Other options include the $6 July Marg of the Month, made with el Jimador Blanco Tequila and Monin Dragonfruit, and the Patrón Frozen Marg.Cuervo Tequila's free margarita for National Tequila DayCuervo Tequila wants to buy you a margarita on National Tequila Day – and every Friday through Labor Day.Just upload a picture of your receipt for a Cuervo cocktail (or pour) to the Cuervo site and you will get reimbursed (up to $10) via PayPal or Venmo.Also on the site, you can enter the Ultimate Summer Friday Sweepstakes for a chance to win $1,500 to support your ideal Summer Friday. An additional 300 winners get $25 toward their next margarita.Last month, Cuervo brought to market its own brand of Cuervo Canned Cocktails (5-5.9% ABV) with flavors including Classic Margarita, Paloma, Strawberry Margarita and Pink Lemonade.The Cuervo brand also has a limited release coming in September: Reserva de la Familia Mole Cask Añejo Tequila, which is finished in red Oaxaca mole-seasoned medium toast new American oak barrels ($120), available for pre-order now online.Tocaya's National Tequila Day happy hourThe modern Mexican restaurant chain has an all-day happy hour on National Tequila Day, July 24.Twin Peaks National Tequila Day specialsParticipating Twin Peaks locations will have four handcrafted tequila cocktails starting at $5 – the Peaks Margarita ($5), House Margarita ($6), Tequila Sunrise ($7) and Twin Peaks Barrel Select Margarita ($7).Cazadores new Pineapple Infused TequilaJust in time for 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 750ml and $14.99 for 375ml bottles) blends Cazadores' Blanco Tequila with a sweet pineapple flavor."Pineapple was a natural choice for the brand, driven by its growing popularity in cocktail culture and deep roots in Mexican cuisine and celebration," said Jay Needham, senior global brand director for Tequila Cazadores & Agave Spirit at Bacardí, in a news release. "With Cazadores Pineapple Infused Tequila, we're offering consumers a fresh, approachable way to enjoy elevated cocktails, from a Pineapple Margarita to simple serves that fit a variety of occasions."Hornitos Tequila's new Margaritos Flavor PackHornitos Tequila has teamed with fruit-flavored Mexican soda drink maker Jarritos to make it easy to make a tequila cocktail. The new limited-edition Margaritos Variety Pack ($24.99) comes with a bottle of Hornitos Reposado and a bottle of one of three Jarritos flavors: Lime, Mandarin and Pineapple.Combine with ice and any fruit or maybe a slice of jalapeño and you've got a cocktail. Check Doordash for participating retailers near you.Stronger tequilas becoming availableAnother way distillers are catering to customer tastes is the release of stronger tequilas. Most tequila is released at 40% alcohol by volume (or 80 proof), but tequila can have an alcohol content of 55% ABV or 110 proof.Among the newest entries is Herradura Directo De Alambique (available out in limited quantities across U.S. and Mexican markets at a suggested retail price of $79.99, but priced at $111 on ReserveBar.com).Originally released in 2012 as an experimental small-batch tequila, the company recently announced Directo de Alambique as the first in a planned annual series of limited-edition tequilas. It's Casa Herradura's highest-proof expression ever and showcases the character of the agave used to make the spirit, the company said.“Directo de Alambique reflects Casa Herradura's longstanding commitment to traditional tequila-making, offering an authentic expression of the distillery's heritage while meeting the evolving tastes of today's consumers,” said William Brooks, global brand ambassador of Tequila Herradura, in a news release.This story has been updated with new information.Mike Snider is a national trending news reporter for USA TODAY. You can follow him on Threads, Bluesky, X and email him at mikegsnider & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com.
