Agave in 2025: Palomas, Negronis, and a Whole Lot of Growth

Agave cocktails

If you thought the agave boom was just a passing margarita-fueled fad on its last leg, well, 2025 is here to prove you wrong. Not only are tequila and mezcal holding their own in the U.S. market, but they're also sprinting past other categories with all the swagger that makes whiskey look like it needs a nap.

The numbers speak, and they're loud:

• Tequila volumes in the U.S. grew by about 7% year-over-year, securing its position as the second largest spirits category after vodka.

• Mezcal, although smaller, is punching above its weight with double-digit growth north of 15%, driven by premium positioning and adventurous consumers.

So, what keeps fueling this agave mania? Besides the romance of smoky terroir and celebrity-backed brands, it's the cocktails. Bar

tenders and home mixologists alike are really leaning hard into agave-based creativity. Tequila continues to shine, from classics like the Paloma-that grapefruit-forward refresher finally stepping out from the shadow of its lime-and-salt cousin-to Tommy's Margarita, a beautifully stripped-down rendition that swaps triple sec for agave syrup-proof that sometimes less really is more. Mezcal, meanwhile, is winning hearts with smoky sophistication: the Mezcal Negroni, a bold twist that makes bitterness downright beautiful, and the Oaxacan Old Fashioned, wherein mezcal cozies up with bitters and agave nectar to deliver depth with a sly wink.

The takeaway? Agave spirits aren't just riding a wave-they're building a tidal surge. For bar professionals, that means the agave section isn't just trendy, it's becoming a staple. Continue experimenting with mezcal beyond the "smoky cousin" trope and give mezcal the premium spotlight it deserves, right next to its tequila cousins. For home enthusiasts, it's an opportunity to impress your guests with cocktails that feel both familiar and daring.

If our work with agave brands like Cierto Tequila, Desolas Mezcal, and Gran Coramino has taught us anything, it's that there's only one plant that can turn a desert into a party, and it wears versatility like a badge of honor.