📊 Tequila & Mezcal in the US
Replacing long-time favorites in a massive market.
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The US alcohol market generates an estimated $300B annually and is second only to China in size. Given that China's population is four times that of the US, being close is impressive yet not that surprising. After all, the US has a strong drinking culture and the highest-spending consumer base in the world.
What's surprising is the rise of tequila and, more recently, mezcal in this gigantic market. Big-name celebrities have smelled the opportunity in the past decade and wetted their beaks. George Clooney planted the first seed of this trend when he launched Casamigos in 2013 and sold it for $1B four years later.
Since then, The Rock, Kendall Jenner, and even legendary NBA superstar Michael Jordan have released their brands, sourced from Mexico but marketed towards its rich northern neighbor.
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