From late-night shots to sipping with soda: how tequila took over

"Having stumbled upon the spirit as it was meant to be enjoyed by accident, Bishop saw an opportunity. Two years later, he and Jack Vereker, a friend with whom he had been drinking in south-east London that night, sold their first bottle of their brand El Rayo, now stocked across the UK and part of tequila's new wave."

"For decades, tequila was known as a party drink: something you did shots of to kick off or ramp up a big night, or enjoyed in cocktails on holiday. In recent years, however, tequila has shaken off its youthful, hedonistic image to become the fastest-growing spirit in the world."

"According to the global alcohol analyst ISWR, UK sales of tequila have grown by about 14% a year between 2019 and 2024. Though growth has slowed lately, the US has seen a similar explosion (it's now the country's second biggest spirit after vodka)."

"Today tequila is not only driving innovation in cocktails with endless twists on the ever-popular margarita, but increasingly sought out and savoured for its own merits, sipped as an aperitif and even paired with food."

Tom Bishop's accidental discovery of premium Anejo tequila in 2017 sparked a business venture that reflects tequila's broader transformation. Once dismissed as a harsh party drink, tequila has become the fastest-growing spirit globally, with UK sales growing approximately 14% annually between 2019 and 2024. The US now ranks tequila as its second-largest spirit after vodka. This shift stems from pandemic-era cocktail culture expansion, consumer preference for quality over quantity, and fatigue with gin. Premium tequila is now enjoyed as an aperitif, paired with food, and appreciated for its intrinsic qualities rather than consumed as shots. Brands like El Rayo exemplify this new wave, representing tequila's complete reframing from hedonistic party drink to sophisticated spirit.

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