Is Tequila Taking Over?
In 2015, the Millennials became the largest consumer group in the world at 53.5 million strong. That's why it is important to know what drives them, what inspires them, and most importantly, what they drink.
Fuelled by the experience econcomy and with a penchant for nostalgia, Millennials are on the quest for authenticity - and convenience. They drink craft beers out of growlers and organic wine in cans, and when it comes to spirits, the have a soft spot for Whisky.
Whilst the prior wine-cooler generations found whisky 'traditional' and 'arrogant', Millennials find it charming, theatrical, and ever-fitting to their retro sensibilities. As Mad Men mesmorised the masses on the small screen, sales of American whiskey rose 7.7 percent in 2016, outpacing the entire spirits industry — helping steal more market share from US brewers for the seventh straight year.
But now that Mad Men is over, is it time for something new? And is that something new Tequila?
Previously, this blue agave fire water from Jalisco was only used as the base for margaritas and as shots for the couragously drunk, but it is now something that is being sipped and savoured. As premium, handcrafted tequila brands begin to emerge in the market, Tequila's status has been elevated with sophisticated Millennial palletes appreciating its distinct profile and unique characteristics.
Now that Mad Men is over, is it time for something new? And is that something new Tequila?
With its a history shrouded in myth and mystery as well as its 'no grit, no glory' drinking ritual, tequila seems poised to capture the Millennials' imagination as well as their purchasing preference. And with 52% of spirit drinking men and 38% of spirit drinking women consuming tequila, the opportunity for tequila seems ever-present.
What do you think? Show you the way to the next whisky bar or is it time for tequila? If you're feeling adventurous and have got the money in the bank, here are some dazzling tequila bottles to tempt you.
2016 Trend Insight Report, Welcome to the Millennials' World - Are You In It, FONA International