According to CGA figures, sales of tequila in the Scottish on-trade increased to over £23 million by the middle of last year, placing it just behind white rum in the spirits pecking order.
The category’s rise shows no sign of slowing down, as a spirit once looked down upon as a cheap party shot, best served with lime, salt and regret, evolves into a premium product with tremendous variety, complexity and provenance.
Chris Jones, managing director at Paragon Brands, said: “Tequila is no longer just a quick shot at the bar; it’s becoming a stand out spirit in its own right.
“We’re seeing demand for premium and super-premium spirits, with consumers more interested than ever in how it’s made, where it’s from and how to enjoy it properly.
“This curiosity means people are becoming more experimental with cocktails, with both tequila and mezcal making their way into a wider range of drinks.”
Mangrove Global’s country manager for Scotland and Northern Ireland, Adam Murphy, credited the revival in cocktail culture for the rise in agave spirits.
“Tequila is booming across all types of venues in Scotland, thanks to the popularity of Margaritas, Palomas and of course, the Spicy Margarita or Picante,” said Murphy.
“Every venue doing cocktails – from your high-end cocktail bars to your local pub – has the Margarita as one of the most popular cocktails on the menu. It remains the most common way to drink tequila and serves as a great entry point into agave spirits.
“It’s also a welcome change from the days of cheap mixto tequilas that left people regretting and disliking the whole category.”
Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, said that tequila’s growth in the Scottish on-trade had been ‘remarkable’, particularly as it was premium and 100% agave expressions that had led the charge.
“Consumers are moving away from cheap mixto shots and embracing tequila as a high-quality sipping spirit or cocktail ingredient,” said McFarland. “Margaritas remain a top choice, but we’re also seeing a rise in Palomas and tequila highballs as lighter, more sessionable options.”
Agave spirits’ transition from a one-trick pony to a multi-faceted category has also been propelled by interest in mezcal, said McFarland. While that smokier, more storied variant is still relatively niche, it is gaining traction amongst adventurous drinkers.
“The smoky, earthy profile of mezcal is perfect for riffs on classic drinks, and bartenders are increasingly using it to add depth to everything from old fashioneds to spritzes,” he said.
Murphy agreed: “Mezcal is still up-and-coming among general consumers, but there’s definitely increased knowledge and awareness.
“Within the bar community, it’s very much the bartender’s agave of choice. Most cocktail bars are now stocking at least one mezcal, and it’s becoming increasingly commonplace in cocktail menus.”
Jones concurred: “Blanco is the gateway for most drinkers because of its versatility in cocktails, but the real growth opportunity is in aged tequila and mezcal. Once people try either they’re hooked.”
Angus Russell, Scotland sales manager at Speciality Brands, noted that highland tequila had a ‘more approachable’ flavour style, with lighter citrusy notes, combined with the richer cooked agave flavours that bartenders prefer.
“Within the mezcal category, Oaxacan Espadin reigns supreme, but consumers are starting to edge towards unsmoked mezcals from our Derrumbes range of Durango and San Luis Potosi,” added Russell.
Amidst this emergent complexity within the agave spirit world, how should a licensee set about building a range of quality tequilas and mezcals on their back-bar?
Kieran Woods at newly-launched Glaswegian brand Jalisgow advised: “Start by stocking a variety of tequilas that represent the key styles: Blanco (unaged or lightly aged), Joven (young or gold), Reposado (aged 2-12 months), Añejo (aged 1-3 years), and Extra Añejo (aged 3+ years). This approach gives you a good range of flavours and profiles, allowing you to gauge which styles resonate most with your customers,” said Woods.
“If you’re looking for an easy entry point, consider adding flavoured tequilas to your range. These can serve as a gentler introduction for those who are hesitant about the traditional sharpness of tequila.
“What works for one venue may not work for another, but that’s all part of the fun!”
“The category is bigger than people realise,” added Jones. “Stocking more than one product not only gives your team more to work with, but it also shows your customers that you take agave seriously.”
Murphy suggested: “Start small, with a well-balanced range that covers the basics. Begin with a house tequila that’s a solid all-rounder and works well in cocktails – something like El Sueno (still a mixto, but made with 70% agave and no diffuser or additives).
“Then, depending on your budget and back-bar space, add two-to-three 100% agave tequilas. Aim for at least one lowland and one highland expression, and include a reposado and/or an añejo.
“Finally, include at least one mezcal. Choose something accessible in both flavour profile and price, like Ojo de Tigre or Del Maguey Puebla, which are great entry points for the general consumer.”
