A Few Notable Trend Shifts in Tequila, Whiskey Scan Data

Dear Client: Tequila and whiskey have consistently driven growth for several big suppliers in recent years. Looking at the latest four weeks through October 8, your editors noticed a few interesting shifts in the two categories in Circana-measured channels. HIGHER END TEQUILA BRANDS LOSING SHARE. While tequila's surge over the last couple of years has largely been driven by super and ultra-premium price segments, recent reports show more expensive brands losing share. A few of the premium+ tequila brands (with