California Market Report: Tequila

Find out how the blanco, reposado, añejo, extra añejo, cristalino and rosé tequila subcategories are performing in venues in the key markets of Los Angeles, San Diego, and San Francisco / San Jose.

In total, 921 venues are included in the California Market Report on Tequila. The trend report (573 venues) compares data collected between Sept. 2021 and Jan. 2022, with data collected between Feb. and Sept. 2022. The tequila report (879 venues) includes the top performing suppliers and brands in California, in the key markets of Los Angeles, San Diego, and San Francisco / San Jose, and in the blanco, reposado, añejo, extra añejo, cristalino and rosé subcategories.

How the California Market Report on Tequila was Made

Overproof’s leading menu analysis technology uses artificial intelligence and machine learning to read and extract insights from beverage menus at scale. Our proprietary algorithms scan any type of online (PDF, HTML) or physical (photograph) menu to break down its composition and capture individual cocktails, branded beers, wines, spirits and non-alcoholic beverages, product categories and subcategories, price point, promotional indicators, sponsorship indicators, cocktail styles and cocktail families.

In a matter of seconds, Overproof generates an analysis that identifies the brands, products, suppliers, distributors and recipes present on each menu.

Understanding the California Market Report on Tequila

We distinguish the dataset by:

Venue placements – total venues that mention the supplier, brand or product category.

Total mentions – amount of times a product is mentioned.

Unique products – amount of unique products mentioned. Percentage of mentions – a supplier or brands share of all mentions.

California Tequila Data: Key Takeaways

Diageo USA brands Don Julio and Casamigos commanded the tequila market at the start of the year but both lost venue placements over the next two quarters. Bacardi Limited successfully grew both its tequila brands, pushing Patrón over Casamigos to number 2 by venues placements, and adding 6 venues for Cazadores.

Of all suppliers, Brown Forman showed the most traction, gaining 15 venues since January. Beam Suntory saw the largest loss with mentions on 13 less menus.

Industry-loved brands, like El Tesoro (Beam Suntory) and Tequila Ocho (Samson & Surrey), which were performing well in the mainstream, lost market share to staples Milagro (William Grant & Sons) and El Jimador (Brown Forman), which each added 12 venue placements. In particular, El Tesoro dropped 23 venue placements.

With its vast tequila portfolio, Proximo Spirits maintained its top position by unique products mentioned, and Beam Suntory and Bacardi Limited held their number 2 and 3 spots respectively.

California Market Report Breakdown

What’s included in the California Market Report:

  • 921 Venues
  • 1,856 Menus
  • 135 Suppliers
  • 237 Brands
  • 708 Products

Download the complete report to get the full data breakdown on tequila, plus key stats on California market data for mezcal and celebrity brands

About Overproof

This report was built by Overproof – the most powerful business intelligence platform for fast-growing alcohol brands. At the core of our products is the belief that actionable insights inform better decisions that fuel business growth. Overproof’s innovative solutions help brands leverage predictive and prescriptive market intelligence, access account level insights, and identify microtrends to outsmart the competition at every touchpoint: in the field, on the bar and in liquor stores.

Overproof’s products are powered by Overproof Insights, an artificial and business intelligence repository that combines proprietary, aggregated, and real-time data generated by day-to-day actions on the Overproof platform and app. The innovative suite includes Overpoof, a commercial planning and execution management portal and mobile app; Tastings, a platform to create and execute off-premise sampling programs while gathering retail data; and F&B Insights, which integrates with merchant POS systems to offer comprehensive on-premise insights to suppliers.



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