A QUIET REVOLUTION

That said, some quiet changes are afoot. Brand owners and some strong work by creative drinks design agencies, have rather subtly been working to change perceptions of the category, shifting packaging design most notably from candy skulls and horns, to a much calmer, more aspirational, and more unisex palette of sunsets and constellations. Think El Rayo and Mijenta, among others. That tequila is being embraced by a younger, increasingly female crowd, is a significant win for the category.

Conjointly, its image as a hedonistic hangover instigator could have alienated it from the younger, hipper crowd it needs to attract, a crowd that has readily embraced wellness and moderation. But the problem may be that its appeal is aesthetic only. Are the consumers lured by its Instagramfriendly aesthetic really going to be consuming it regularly? And that may be the issue; regular, repeat consumption. Brand owners will have to work hard — and together — to champion a serve that feels authentic to the category and its Mexican roots, while still serving the dominant UK consumer’s need for light refreshment. Margaritas may be trending, but with extremely limited availability in venues such as pubs, they won’t keep the category in its current boom for long.

Serves such as the Paloma (tequila, lime, grapefruit, soda) have been championed in the UK by various brands and yet it hasn’t really stuck. With soda trending as the thirst for lighter serves ramps up, could now be the time to try again?