Few spirits categories have shown the same trajectory of growth in the United States as tequila. Over the last decade, tequila has shifted from being largely associated with shots and nightlife to becoming a sought-after spirit for sipping, mixology, and premium retail. In particular, the premium and premium-plus segments have seen double-digit growth, driven by consumer demand for authenticity, craftsmanship, and quality.

Unlike standard tequila, which can be blended with other sugars and grains, 100% Blue Weber Agave tequila has become the benchmark for excellence. This type of tequila requires 7–8 years of maturation before the agave can even be harvested, which increases costs but delivers unmatched flavor and quality. For buyers, this growing consumer education and appreciation for agave-based spirits represent an opportunity to stock brands that align with these values.

Why Consumers Are Trading Up

The shift in tequila consumption habits can be attributed to several factors:

• Authenticity & Craft: Drinkers want products with heritage, provenance, and a story.
• Transparency: Zero additives, organic production, and natural ingredients are now baseline expectations in the premium category.
• Convenience & Variety: Tequila-based ready-to-drink (RTD) cocktails and flavored extensions continue to drive new entry points for consumers.
• Celebrity Influence: High-profile launches by athletes, musicians, and actors have accelerated tequila’s popularity, bringing fresh attention to the category.

For distributors and retailers, this means stocking brands that combine authenticity with modern consumer appeal is critical to capturing both current demand and long-term loyalty.

Bandero: A Premium Tequila Built for Today’s Market

Bandero Tequila embodies the exact qualities fueling the premium tequila boom. Founded by John Paul DeJoria, the brains behind Patrón, and supported by Johanna DeJoria, Bandero was created with a forward-looking approach to tequila that still respects tradition.

What makes Bandero stand out?

• 100% Blue Weber Agave – No grain spirits, no shortcuts. Bandero is crafted entirely from mature agaves, ensuring superior flavor and smoothness.
• Zero Additives, Organic Process – Bandero is free from preservatives, artificial flavorings, or sweeteners. As John Paul DeJoria explains, “We wanted to have what we would think would be the smoothest tequila ever out there…where you could still taste the agave. And we pulled it off.”
• Sustainability & Zero Waste – Beyond the bottle, Bandero’s operations are focused on environmental responsibility. Johanna DeJoria emphasizes, “We are a zero waste operation. We really try and work with local communities to prolong tequila for as long as possible through sustainable practices.”
• Award-Winning Packaging – In addition to multiple accolades for quality, Bandero has been recognized for its standout packaging. Made from recycled glass and wrapped in vegan leather, the bottle itself is designed to attract attention on shelves while reinforcing the brand’s sustainability ethos.

Positioning Bandero for Trade Buyers

For distributors, and retailers, the key to capitalizing on tequila’s premium momentum lies in offering brands that deliver both consumer pull and category differentiation. Bandero achieves this balance:

• Consumer Pull: The brand taps into growing demand for smooth, sippable tequila that aligns with wellness and sustainability trends.
• Differentiation: Its unique bottle and vegan leather design create standout shelf presence, while its zero-additive formula ensures credibility with knowledgeable drinkers.
• Versatility: From sipping neat to premium cocktail applications to flavored extensions like Bandero Coffee, the range provides multiple selling points for different customer segments.

The Bottom Line

The U.S. tequila market is not just growing—it’s evolving. Consumers are moving away from commodity offerings and toward brands that reflect quality, authenticity, and responsibility. Bandero, with its 100% agave production, sustainable ethos, and award-winning presentation, is perfectly positioned to meet this demand.

For trade buyers, Bandero represents more than just another tequila brand. It’s a premium-plus product with strong consumer appeal, a clear differentiation story, and a forward-looking commitment to sustainability—exactly the kind of spirit that adds long-term value to a portfolio.

Header image sourced from Bandero (Instagram).