NielsenIQ data covering the 52 weeks ending July 11, 2026 shows US tequila sales down 4.3%. Premium-priced bottles remain resilient while ultra-premium declines 9.8% and luxury 7.1%, a sign buyers are getting more selective rather than leaving the category.
Market
US tequila sales slip 4.3% as buyers get selective
NielsenIQ retail data shows the first sustained dip of the boom era. Premium holds; ultra-premium and luxury tiers are falling hardest.
Source
Read the original reporting at DFNI / NielsenIQ ↗
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