Global Tequila Sales Market Insights, Size, and Forecast By Distribution Channel (Online Retail, Supermarkets, Specialty Stores, Duty-Free Shops), By Packaging (Bottles, Cans, Boxes), By Alcohol Content (Low Alcohol, Medium Alcohol, High Alcohol), By Type (Blanco, Reposado, Aejo, Extra Aejo, Cristalino), By Region (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa), Key Companies, Competitive Analysis, Trends, and Projections for 2026-2035
Key Market Insights
Global Tequila Sales Market is projected to grow from USD 16.5 Billion in 2025 to USD 30.2 Billion by 2035, reflecting a compound annual growth rate of 6.4% from 2026 through 2035. The market encompasses the global sales of tequila, a distilled spirit made from the blue agave plant, across various types, distribution channels, packaging formats, and alcohol content levels. This robust expansion is primarily fueled by a growing consumer preference for premium and super-premium spirits, coupled with the increasing popularity of tequila in cocktails and mixed drinks. The spirit's versatility and cultural appeal also contribute significantly to its expanding consumer base. However, the market faces headwinds from potential fluctuations in agave supply and price, as well as the increasing regulatory scrutiny around alcohol consumption in certain regions. Despite these challenges, the rising disposable incomes in emerging economies and the continuous innovation in product offerings present substantial opportunities for market players. The market is segmented by Type (Blanco, Reposado, Añejo, Extra Añejo), Distribution Channel (On-Trade, Off-Trade), Packaging (Bottles, Cans), and Alcohol Content (Standard, High-Proof). Among these segments, Blanco tequila currently holds the largest market share, indicating its widespread appeal and use as a foundational spirit.
Global Tequila Sales Market Value (USD Billion) Analysis, 2025-2035
2025 - 2035
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North America remains the dominant region in the global tequila market, driven by a deeply ingrained cocktail culture, strong consumer demand for premium spirits, and effective marketing strategies by major brands. The region's established distribution networks and the popularity of Mexican cuisine further bolster tequila consumption. Meanwhile, Asia Pacific is emerging as the fastest-growing region, propelled by increasing urbanization, rising disposable incomes, and a growing Westernization of consumer tastes. The expanding young adult population in countries like China and India, coupled with the increasing awareness of international spirit brands, is creating a fertile ground for tequila market penetration. Key players in this dynamic market include industry giants such as Diageo, Brown-Forman, and Pernod Ricard, alongside specialized tequila producers like Jose Cuervo, El Jimador, and Don Julio. These companies are employing a range of strategic initiatives, including product innovation to introduce new flavor profiles and premium expressions, aggressive marketing campaigns to expand brand visibility, and strategic partnerships to strengthen their distribution networks. Emphasis on sustainable sourcing and authentic brand storytelling is also becoming increasingly important.
The ongoing trend of premiumization continues to reshape the tequila landscape, with consumers showing a willingness to spend more on high-quality, craft, and artisanal tequilas. This trend is further supported by the growing interest in mixology and the rising popularity of tequila-based cocktails, both at home and in on-trade establishments. Innovation in packaging, particularly with eco-friendly and aesthetically pleasing designs, also plays a crucial role in attracting discerning consumers. Furthermore, the expansion of e-commerce platforms and online alcohol retailers has significantly broadened the accessibility of tequila to a wider audience, especially in regions with developing retail infrastructure. However, potential health and wellness trends impacting alcohol consumption habits, along with the competitive threat from other spirit categories, could act as restraints on overall market growth. To capitalize on the opportunities, market players are focusing on product diversification, exploring new geographical markets, and leveraging digital marketing to engage with a younger demographic.
Quick Stats
Market Size (2025):
USD 16.5 BillionProjected Market Size (2035):
USD 30.2 BillionLeading Segment:
Blanco (45.2% Share)Dominant Region (2025):
North America (81.3% Share)CAGR (2026-2035):
6.4%
What is Tequila Sales?
Tequila sales encompasses the entire commercial process of bringing tequila products to market and consumers. It involves strategies for distribution, pricing, promotion, and branding specific to tequila. Key aspects include understanding consumer demographics, retail channels like liquor stores and bars, and adapting to regional regulations. Successful tequila sales depend on effective marketing campaigns, inventory management, and building relationships with distributors and retailers. Data analysis of sales trends, market share, and consumer preferences guides future production and marketing efforts. Its significance lies in driving brand growth, influencing production volumes, and reflecting the overall health and trends within the alcoholic beverage industry.
What are the Trends in Global Tequila Sales Market
Premiumization Fuels Agave Spirit Growth
Ready to Drink Tequila Innovation
Sustainability Shapes Consumer Choice
Flavor Infused Tequila Broadens Appeal
Celebrity Endorsements Drive Brand Awareness
Premiumization Fuels Agave Spirit Growth
Consumers increasingly seek higher quality, more sophisticated agave spirits, driving premiumization. This trend elevates the entire tequila and mezcal categories. Drinkers are moving beyond basic options, embracing aged expressions, small batch productions, and brands emphasizing craftsmanship and unique flavor profiles. This shift reflects a growing appreciation for the heritage and complexity of agave spirits, much like the evolution seen in whiskey or wine. Producers respond by investing in higher quality agave, traditional distillation methods, and unique finishing processes. The perceived value and distinct character of these premium offerings attract discerning buyers, boosting overall market growth by increasing the average price point and encouraging exploration within the category.
Ready to Drink Tequila Innovation
Ready to Drink Tequila Innovation reflects a significant shift in consumer preferences and industry strategy. Manufacturers are actively developing convenient, pre mixed tequila beverages to meet the growing demand for on the go consumption and simpler cocktail experiences. This trend encompasses diverse flavor profiles, from traditional lime and grapefruit to more adventurous fruit infusions and spicy variations. The focus is on premiumization, offering high quality tequila bases with natural ingredients and lower sugar content. Innovation also extends to packaging, utilizing sleek cans and bottles that appeal to a younger, more design conscious demographic. This segment capitalizes on tequila's rising popularity by offering accessible and enjoyable ways to consume the spirit, expanding its reach beyond traditional bar settings into everyday occasions.
What are the Key Drivers Shaping the Global Tequila Sales Market
Premiumization and Super-Premiumization Trends
Expanding Cocktail Culture and Mixology Innovation
Health and Wellness Trends (e.g., Agave as a 'Natural' Base)
Geographic Expansion and Emerging Market Penetration
Celebrity Endorsements and Influencer Marketing
Premiumization and Super-Premiumization Trends
The premiumization and super premiumization trend is a significant driver in the global tequila market. Consumers are increasingly willing to pay more for high quality tequilas, seeking out products with superior ingredients, longer aging processes, and sophisticated brand stories. This shift reflects a growing appreciation for tequila as a nuanced spirit, moving beyond its traditional image as a party shot. Brands are responding by launching a wider array of premium and ultra premium expressions, often highlighting artisanal production methods, limited editions, and luxury packaging. This upward movement in consumer preference for higher end tequilas is elevating the entire category, driving both innovation and increased revenue within the market. This trend is reshaping how tequila is perceived and consumed worldwide.
Expanding Cocktail Culture and Mixology Innovation
Expanding cocktail culture and mixology innovation is a significant driver for global tequila sales. The increasing sophistication of bartending and a growing consumer appreciation for craft cocktails have spurred a demand for high quality spirits like tequila. Mixologists are experimenting with diverse tequila expressions, from Blanco to Añejo, incorporating them into inventive and flavorful concoctions beyond traditional margaritas. This creativity showcases tequila's versatility and premium qualities, attracting new consumers who might not have previously considered the spirit. The trend extends to home entertaining, where consumers replicate bar quality drinks, further boosting retail sales. Social media and cocktail focused publications amplify these trends, exposing a wider audience to tequila's potential in modern mixology and reinforcing its image as a sophisticated and essential spirit.
Health and Wellness Trends (e.g., Agave as a 'Natural' Base)
Consumers increasingly prioritize health and wellness, driving demand for beverages perceived as natural or wholesome. This trend significantly impacts global tequila sales. Agave, the core ingredient of tequila, benefits from this perception. Marketers often position agave as a natural, plant based sweetener or spirit base, aligning with consumer desires for less processed and more authentic products. This emphasis on agave's natural origins appeals to health conscious individuals seeking alternatives to synthetic ingredients or heavily processed spirits. The clean label movement also contributes to this driver, as consumers gravitate towards products with simpler ingredient lists. This focus on tequila's natural base resonates with evolving dietary preferences and a greater awareness of product origins, stimulating further growth.
Global Tequila Sales Market Restraints
Supply Chain Disruptions & Raw Material Volatility
Global tequila sales face a significant restraint from supply chain disruptions and raw material volatility. The core ingredient, blue agave, has experienced inconsistent harvests due to weather variations and disease, directly impacting availability and driving up costs. Transportation and logistics are further complicated by port congestion, shipping container shortages, and fluctuating fuel prices, leading to delays and increased freight expenses. Essential bottling materials like glass and corks also see price hikes and limited supply. These interconnected issues create uncertainty for distillers, making production planning difficult and potentially limiting their ability to meet growing consumer demand. Ultimately, this volatility can erode profit margins and slow market expansion.
Intensified Competition & Market Saturation
The global tequila market faces significant pressure from intensified competition and market saturation. Numerous established brands, international spirits conglomerates, and craft distillers are fiercely vying for consumer attention and market share. This crowded landscape leads to aggressive marketing campaigns, product differentiation strategies, and pricing pressures. New entrants find it increasingly challenging to carve out a niche and gain traction against well-resourced incumbents. Furthermore, the market is experiencing saturation in key consumption regions, meaning the pool of untapped consumers is shrinking. Growth becomes more reliant on converting consumers from other spirit categories or encouraging increased consumption among existing tequila drinkers. This environment necessitates substantial investment in innovation and distribution to maintain or expand presence.
Global Tequila Sales Market Opportunities
Premiumization & Craft Tequila: Capturing Growth in High-End and Añejo Categories
The global tequila market offers a compelling opportunity through premiumization and craft expressions, particularly in high end and Añejo categories. Consumers worldwide are increasingly seeking sophisticated, authentic, and higher quality spirits, driven by a desire for refined taste experiences and greater appreciation for artisanal production methods. Craft tequila brands can capitalize on this trend by emphasizing unique heritage, small batch processes, and distinctive flavor profiles derived from extended aging. The Añejo and Extra Añejo categories, known for their complexity and smoothness, are experiencing robust demand as discerning drinkers explore beyond traditional options. Regions like Asia Pacific, with its rapid growth, show strong propensity for luxury goods, making it a prime target for premium tequila. Brands focusing on superior ingredients, intricate distillation, and distinctive bottle designs will attract affluent consumers willing to invest in an elevated drinking experience. This strategic pivot towards luxury and craftsmanship promises substantial growth and market share capture by meeting evolving consumer preferences for quality and authenticity.
Global Market Expansion: Tapping into Emerging Economies and E-commerce Channels
The global tequila market can unlock significant growth by strategically expanding into emerging economies. Regions like Asia Pacific, experiencing rapid economic development, present vast untapped consumer bases with evolving tastes and rising purchasing power for premium spirits. This shift represents a prime opportunity to introduce tequila to new demographics eager for authentic and unique beverage experiences. Complementing this geographical expansion, leveraging e commerce channels offers a powerful, efficient route to market. Online platforms dismantle traditional distribution barriers, providing direct access to millions of digitally savvy consumers across diverse markets. E commerce enables targeted marketing, facilitates product discovery, and streamlines purchasing, thereby accelerating market penetration. This dual approach of entering burgeoning economies and utilizing digital storefronts allows tequila brands to cultivate new consumer segments, build brand loyalty remotely, and capture substantial incremental sales, driving overall category growth worldwide.
Global Tequila Sales Market Segmentation Analysis
Key Market Segments
By Type
- •Blanco
- •Reposado
- •Aejo
- •Extra Aejo
- •Cristalino
By Distribution Channel
- •Online Retail
- •Supermarkets
- •Specialty Stores
- •Duty-Free Shops
By Packaging
- •Bottles
- •Cans
- •Boxes
By Alcohol Content
- •Low Alcohol
- •Medium Alcohol
- •High Alcohol
Segment Share By Type
Share, By Type, 2025 (%)
- Blanco
- Reposado
- Añejo
- Cristalino
- Extra Añejo
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Why is Blanco tequila dominating the Global Tequila Sales Market?
Blanco tequila leads the market due to its inherent versatility and widespread appeal. Unaged and often clearer in taste, it serves as the foundational spirit for numerous popular cocktails, making it a go to choice for bars and home mixologists alike. Its crisp profile allows the natural agave flavor to shine through, attracting consumers seeking authentic tequila experiences, whether enjoyed neat or as part of a refreshing drink. This accessibility across various consumption occasions significantly bolsters its market share.
How do diverse distribution channels influence global tequila sales?
Different distribution channels strategically cater to varied consumer needs and purchasing behaviors. Supermarkets and hypermarkets drive significant volume sales due to their broad reach and competitive pricing, making tequila accessible for everyday consumption. Specialty stores and premium liquor outlets focus on offering an extensive range including higher end and limited edition tequilas, providing a curated experience and expert advice. Online retail further expands market reach, offering convenience and direct access to consumers, while duty free shops target travelers seeking premium or gifting options.
What role does packaging innovation play in the evolving tequila market?
Packaging is increasingly vital in segmenting and appealing to diverse consumer preferences. Traditional bottles remain crucial for maintaining the premium image and heritage of tequila, particularly for aged expressions and gifting. However, the emergence of alternative packaging such as cans caters to evolving lifestyle trends, offering convenience and portability for outdoor events or casual consumption. This diversification in packaging helps brands tap into new market segments and consumption occasions, expanding tequila’s presence beyond conventional settings.
What Regulatory and Policy Factors Shape the Global Tequila Sales Market
Global tequila sales are profoundly influenced by Mexico's strict Denomination of Origin (DO) status, which mandates production exclusively within specific Mexican regions using blue Weber agave. This protection, governed by Mexican Official Standard NOM 070 SCFI 2016 and enforced by the Tequila Regulatory Council (CRT), is fundamental to authentic tequila's global market presence. Beyond origin, importing countries impose diverse regulations covering labeling requirements, such as alcohol content disclosure and health warnings, which vary significantly across continents like North America, Europe, and Asia. Tariffs and excise taxes also impact pricing and market accessibility. Furthermore, global policies concerning responsible alcohol advertising and distribution licenses create a fragmented but controlled environment. Emerging trends include increasing scrutiny over sustainable agave sourcing and environmental impact, potentially leading to future regulatory frameworks for production and trade. These multi layered policies ensure product integrity while navigating varied international market entry hurdles.
What New Technologies are Shaping Global Tequila Sales Market?
The global tequila market thrives on continuous innovation. Emerging technologies are fundamentally transforming production, distribution, and consumer engagement. Sustainable agave cultivation is paramount, utilizing advanced agricultural analytics and biotechnology to optimize yields and minimize environmental impact. Blockchain technology provides unparalleled supply chain transparency, guaranteeing product authenticity from field to bottle, building robust consumer trust, and combating counterfeits effectively. Distilleries are integrating IoT sensors and artificial intelligence for precision fermentation and distillation, refining flavor profiles and boosting operational efficiency. Personalized experiences are emerging through AI driven recommendations and interactive marketing platforms, including augmented reality experiences that immerse consumers in the brand story. Eco-friendly packaging solutions and smart labels further differentiate products. These advancements collectively drive premiumization, expand market reach, and cater to evolving consumer preferences for quality, transparency, and sustainability.
Global Tequila Sales Market Regional Analysis
Global Tequila Sales Market
Trends, by Region
North America Market
Revenue Share, 2025
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Dominant Region
North America · 81.3% share
North America stands as the dominant region in the global tequila sales market. With an impressive 81.3% market share, it significantly overshadows all other regions. This dominance is primarily driven by robust consumer demand and strong distribution networks within the United States and Mexico. The cultural significance of tequila in Mexico, coupled with its growing popularity as a premium spirit and cocktail base across the United States, fuels this substantial market presence. Extensive marketing efforts and a diverse range of tequila brands, from value to ultra premium, further solidify North America's leading position, making it the most influential region for tequila sales worldwide.
Fastest Growing Region
Asia Pacific · 9.2% CAGR
Asia Pacific is emerging as the fastest growing region in the global tequila market, projected at an impressive Compound Annual Growth Rate of 9.2% during the 2026-2035 forecast period. This robust growth is fueled by several key factors. Increasing disposable incomes across major economies are driving consumer willingness to experiment with premium spirits. Furthermore, the rising popularity of Westernized cocktail culture in urban centers is creating a significant demand for tequila based beverages. Millennials and Gen Z are actively seeking new and diverse drinking experiences, and tequila fits this preference perfectly. The expansion of international liquor brands and the development of local distribution networks are also crucial in making tequila more accessible to a wider consumer base in the region.
Top Countries Overview
The U.S. dominates global tequila sales, accounting for over 60% of volume and even more in value. Driving this growth are premiumization trends, growing interest in agave spirits, and effective marketing. This robust demand makes the U.S. the most critical and influential market for tequila producers worldwide, shaping industry trends and product development.
China, a nascent but rapidly growing force, is emerging as a significant player in the global tequila market. Domestic producers are increasingly prominent, leveraging local ingredients and modern techniques. Simultaneously, international brands are actively expanding their presence, recognizing China's burgeoning middle class and evolving consumer preferences for premium spirits. This dual growth is making China a key market for both production and consumption.
India's tequila market, though nascent, is experiencing growth, particularly in premium segments driven by rising disposable incomes and changing consumer preferences. While global sales remain dominated by traditional markets, India presents a promising future for high-end tequilas and craft brands. Local entrepreneurs are exploring agave cultivation, potentially making India a player in the global tequila supply chain.
Impact of Geopolitical and Macroeconomic Factors
Geopolitically, tequila sales are sensitive to US Mexico relations given Mexico's dominant production. Trade agreements like USMCA and evolving political climates impact tariffs, supply chain stability, and consumer access. Growing demand in emerging markets like China and India presents opportunities but also risks related to their economic stability and trade policies with Mexico. Political shifts in these regions could create new barriers or open new markets for premium tequila brands.
Macroeconomically, disposable income levels in key markets directly influence premium tequila consumption. Economic downturns lead consumers to trade down to cheaper alternatives. Inflation impacts production costs for agave, water, and energy, affecting producer margins and potentially retail prices. Currency fluctuations, particularly the Mexican Peso against major currencies, influence export competitiveness and profitability for distillers. Global tourism trends also play a significant role, as travel often exposes consumers to new spirits like tequila.
Recent Developments
- March 2025
Diageo launched a new line of ultra-premium, aged tequilas under its Don Julio brand, targeting high-net-worth consumers and the luxury gifting market. This strategic initiative aims to capitalize on the growing demand for top-shelf spirits and further solidify Don Julio's position in the high-end segment.
- January 2025
Jose Cuervo announced a partnership with a major international e-commerce platform to expand its direct-to-consumer sales channels globally, particularly in emerging markets. This move is designed to reach a broader customer base and adapt to evolving consumer purchasing habits favoring online retail.
- April 2025
Brown-Forman acquired a significant stake in a burgeoning craft tequila distillery known for its sustainable farming practices and unique flavor profiles. This acquisition allows Brown-Forman to diversify its portfolio and tap into the rapidly growing niche market for ethically produced, artisanal spirits.
- February 2025
Pernod Ricard unveiled a new ready-to-drink (RTD) tequila cocktail line, featuring innovative flavor combinations and convenient packaging, aimed at younger demographics and the on-the-go consumption trend. This product launch responds to the booming RTD market and seeks to introduce tequila to new consumer segments.
- May 2025
Heaven Hill Brands initiated a strategic expansion into several Southeast Asian markets, establishing new distribution networks and localized marketing campaigns for its tequila offerings. This geographical expansion aims to capitalize on the increasing disposable income and growing Western spirit consumption in these regions.
Key Players Analysis
The Global Tequila Sales market is dominated by key players like Jose Cuervo, El Jimador, Don Julio (Diageo), Espolon Tequila (Campari Group), and Cazadores Tequila (Bacardi). These companies leverage advanced distillation technologies, brand heritage, and extensive distribution networks to drive market growth. Strategic initiatives include premiumization, flavor innovations, and engaging marketing campaigns targeting younger demographics and cocktail culture. BrownForman (Herradura, el Jimador), Pernod Ricard (Olmeca Altos), and Heaven Hill Brands (Lunazul) also play significant roles, focusing on diverse portfolios and regional expansion. Premiumization and the growing demand for craft spirits are key market growth drivers across all major players.
List of Key Companies:
- El Jimador
- Diageo
- BrownForman
- Pernod Ricard
- Cazadores Tequila
- Heaven Hill Brands
- Don Julio
- Casa Noble
- Jose Cuervo
- Espolon Tequila
- Tequila Herradura
- Avion Tequila
- Milagro Tequila
Report Scope and Segmentation
| Report Component | Description |
|---|---|
| Market Size (2025) | USD 16.5 Billion |
| Forecast Value (2035) | USD 30.2 Billion |
| CAGR (2026-2035) | 6.4% |
| Base Year | 2025 |
| Historical Period | 2020-2025 |
| Forecast Period | 2026-2035 |
| Segments Covered |
|
| Regional Analysis |
|
Table of Contents:
List of Figures
List of Tables
Table 1: Global Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 2: Global Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 3: Global Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 4: Global Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 5: Global Tequila Sales Market Revenue (USD billion) Forecast, by Region, 2020-2035
Table 6: North America Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 7: North America Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 8: North America Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 9: North America Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 10: North America Tequila Sales Market Revenue (USD billion) Forecast, by Country, 2020-2035
Table 11: Europe Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 12: Europe Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 13: Europe Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 14: Europe Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 15: Europe Tequila Sales Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 16: Asia Pacific Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 17: Asia Pacific Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 18: Asia Pacific Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 19: Asia Pacific Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 20: Asia Pacific Tequila Sales Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 21: Latin America Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 22: Latin America Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 23: Latin America Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 24: Latin America Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 25: Latin America Tequila Sales Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 26: Middle East & Africa Tequila Sales Market Revenue (USD billion) Forecast, by Type, 2020-2035
Table 27: Middle East & Africa Tequila Sales Market Revenue (USD billion) Forecast, by Distribution Channel, 2020-2035
Table 28: Middle East & Africa Tequila Sales Market Revenue (USD billion) Forecast, by Packaging, 2020-2035
Table 29: Middle East & Africa Tequila Sales Market Revenue (USD billion) Forecast, by Alcohol Content, 2020-2035
Table 30: Middle East & Africa Tequila Sales Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035