What's happened
New consumer data shows tequila is now surpassing gin as the UK's preferred summer spirit, driven by rising sales, celebrity brands, and popular cocktails like spicy margaritas. The trend reflects a shift in drinking habits, with tequila's popularity growing rapidly across the UK.
What's behind the headline?
Tequila's rise in the UK reflects a broader shift toward bitter and lighter spirits, driven by changing consumer preferences. The surge in tequila sales, including a 22% import growth between 2024 and 2025, indicates a significant market transformation. The popularity of cocktails like spicy margaritas and palomas demonstrates a move away from traditional gin and vodka drinks. This trend is likely to continue as brands and retailers capitalize on tequila's growing appeal, with new products like canned tequila and tonic entering the market. The influence of celebrity brands such as Casamigos is accelerating this shift, making tequila more accessible and fashionable. Bars and pubs are adapting by offering more tequila-based options, which will further entrench its position as a summer staple. Overall, tequila's ascent will disrupt the UK's spirits landscape, challenging long-standing gin dominance and reshaping consumer habits for the foreseeable future.
What the papers say
The Guardian reports that tequila sales have soared 50% year on year, with margarita sales jumping 75%, supported by celebrity-backed brands like Casamigos. The Mariners pub in Cornwall highlights tequila's popularity, with spicy yuzu margaritas now their top-selling cocktail. Business Insider UK notes the ease of making classic tequila drinks and the growing consumer interest in lighter, bitter spirits. The Waitrose Food and Drink Report 2025/2026 confirms tequila's rapid growth and increasing popularity on its own, without mixers. These sources collectively illustrate a clear trend of rising tequila consumption across the UK, driven by consumer preferences and market innovation.
How we got here
Tequila has long been popular in the US, where it is the second-most consumed spirit after vodka. In the UK, gin and vodka traditionally compete for the top spot. Recent data indicates tequila's growth, with a 50% increase in sales and a 75% jump in margarita sales, driven by consumer interest and celebrity-backed brands like Casamigos. The trend is supported by bars and pubs reporting increased demand for tequila-based cocktails, especially spicy varieties, as warmer weather approaches.
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Common question
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Why Is Tequila Overtaking Gin in the UK This Summer?
Recent consumer data shows a surprising shift in the UK's favorite summer spirits, with tequila now surpassing gin. This trend raises questions about what's driving this change—are new cocktails, celebrity brands, or changing tastes behind the rise? Below, we explore the reasons for tequila's surge, popular drinks this season, and whether this is a temporary trend or here to stay.
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Gin is a distilled alcoholic drink that derives its predominant flavour from juniper berries. Gin is one of the broadest categories of spirits, all of various origins, styles, and flavour profiles, that revolve around juniper as a common ingredient.