While global tequila production figures remain high, Mexico’s domestic market is experiencing a transformation in consumption patterns. Domestic sales data reveals a leveling off in the volume of liters sold, alongside a steady increase in total sales value.

This phenomenon is the result of a generational shift driven by Millennial and Gen Z consumers, who prefer quality over quantity. The migration away from the “mixto” tequila category toward 100% agave bottles—particularly in Reposado, Añejo, and Cristalino expressions—reflects a desire for a superior tasting experience and greater transparency of origin.

Additionally, adjustments in shelf prices have transformed how the national spirit is perceived. Tequila is no longer just an everyday drink; it has firmly established itself as an aspirational good. This willingness to pay more for less—provided the quality is higher—has prompted distilleries to elevate and refine their local offerings, proving that premiumization is the driving force behind the Mexican market.