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Today's Tequila Boom Ignited by Sips Not Shots, Patrón CMO Says
The Bacardi brand’s chief marketing officer talks about maintaining the top-selling tequila in the US.
The tequila and mezcal are expected to surpass vodka as the best-selling spirit category in the US this year.
Source: Patrón
Tequila is booming in the US even as Americans are increasingly turning to non-alcoholic options.
This year, agave-derived tequila and mezcal are together set to supplant vodka as the most-purchased spirits by value in the US. As chief marketing officer at Bacardi-owned Patrón tequila, Kathy Parker has a front-row seat to the shifting tastes. Patrón is the top brand in the US with 20% of a market valued at about $13 billion a year.