12/25/2023 0 Comments Mango margarita jose cuervo![]() ![]() In 2021, bottled margarita RTDs held 70 percent share versus 28 percent for canned versions. This was likely spurred by the pandemic, when safety concerns led consumers to gravitate toward outdoor-friendly, single-serving formats. “Share has shifted over the past few years within the margarita category from multi-serve bottles to single-serve cans,” notes Paquette. The number of margarita RTD brands grew 34 percent year-over-year in 2021, with more than 185 brands available on Drizly today. Margaritas have been the best-selling RTD subcategory for the last five years and currently account for 20 percent share of the category. RTD cocktails overall have seen impressive growth within the liquor category on Drizly over recent years, increasing from one percent share in 2019 to four percent in 2021. Top markets that over-index on margarita mix sales on Drizly include Denver, Dallas, Los Angeles, Austin, and Tampa Bay. Drizly’s Top Tequilas Sold in the Same Basket with Margarita Mix Three of Drizly’s top-selling margarita mixes are labeled as organic or “all natural,” reflecting rising consumer interest in better-for-you beverage options. Jose Cuervo Classic Strawberry Lime Margarita Mix.Jose Cuervo Classic Lime Light Margarita Mix.Tres Agaves Organic Strawberry Daiquiri and Margarita Mix.Jose Cuervo Classic Lime Original Margarita Mix.Drizly’s Best-Selling Margarita Mixes, Last 12 Months Share declined slightly from its peak in 2020, but remains a percentage point above pre-pandemic levels in 2019. 1 subcategory in the mixers, syrups, and bitters realm, increasing from 31 percent share in 2018 to 35 percent last year. Margarita Mixes Lead the Mixers, Syrups, and Bitters CategoryĪs an easier alternative to making cocktails from scratch, margarita mix also has experienced share growth on Drizly over the last five years. Unsurprisingly, margarita-friendly silver/blanco tequilas are a common choice for customers who are also buying orange liqueurs on Drizly, though reposado options are becoming increasingly popular. Drizly’s Top Tequilas Sold in the Same Basket with Orange Liqueur Though share has dropped three percentage points in 2021 over the previous year, it remains well above pre-pandemic levels. ![]() “Share peaked in 2020 amidst the pandemic,” says Paquette, “when consumers were spending more time mixing up cocktails at home, without the option to enjoy them at bars and restaurants.” Share has grown from 11 percent of the category in 2017 to 15 percent in 2021. Triple sec and other citrus liqueurs such as Cointreau, which feature prominently in home-mixed margaritas, have also seen growth within the broader liqueurs, cordials, and schnapps category. Tequila has increased its share of the total liquor category annually for the last four years, growing from 10 percent in 2017 to 18 percent in 2021. Continued Growth for Tequila and Orange LiqueurĪ staple ingredient in mixing margaritas, tequila has seen explosive growth on Drizly in recent years, accelerated by the pandemic-inspired home mixology trend. June, July, and August were the next-strongest sales months, reflecting the margarita’s status as a go-to summertime cocktail.īut what exactly are consumers purchasing when seeking out margaritas? Drizly data illustrates what consumers are reaching for when it comes to crafting margaritas at home and popping ready-to-drink options, from basket pairings to specific SKUs. Margarita mix share also reached its highest point in May, accounting for 46 percent share of the mixers, syrups, and bitters category. Last year, sales share for RTD margaritas spiked in April and May, peaking in May at 25 percent share of the RTD category. “Across the board, sales on Drizly have reflected this trend, both in ingredients to mix the cocktail at home as well as in ready-to-drink format.” “Margaritas are the most popular cocktail in the United States,” says Liz Paquette, Drizly’s head of consumer insights. That means retailers can expect a surge in demand not only for tequila, but for margarita mixes, margarita ready-to-drink (RTD) cocktails, and classic margarita ingredients such as triple sec. While the margarita has become a year-round favorite, impending Cinco de Mayo celebrations and warmer temperatures mean that the peak of margarita season is almost here. ![]()
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