The North America tequila market thrives in both on-premise (bars and restaurants) and off-premise (retail and online) channels—but the strategies and consumer behaviors differ significantly.

On-Premise: Brand Building and Experience

Bars and restaurants offer opportunities for consumer education and trial. Bartenders play a key role in introducing consumers to new tequila varieties and cocktails. Premium and craft tequilas often gain initial exposure in this environment.

Off-Premise: Volume and Loyalty

Retail sales dominate in terms of volume. Supermarkets, liquor stores, and e-commerce platforms provide broad access to tequila across all price points. In this segment, consumer convenience and brand familiarity are crucial drivers.

Pricing and Promotion Differences

Promotional strategies differ. On-premise, value is delivered through curated experiences, while off-premise relies on discounts, visibility, and bundling. Both channels must be addressed differently to maximize market penetration.

Growth of Ready-to-Drink Products

Ready-to-drink tequila cocktails are gaining momentum in the off-premise segment. These convenient formats appeal to younger consumers and contribute to category expansion beyond traditional bottles.