Germany Tequila Market Overview, 2028

Germany Tequila Market Overview, 2028

Germany's market embraces the spirit's bold heritage, elevating your drinking experience to new levels of sophistication and excitement. Tequila is commonly enjoyed in Germany as a shot or as the base for cocktails like Margaritas, Palomas, and Tequila Sunrises. Tequila shots, often accompanied by salt and lime, are popular in bars and clubs. German consumers are also increasingly interested in sipping tequila and exploring the different expressions and ageing categories. Tequila has become a staple in the German cocktail scene, particularly in mixology and craft cocktail bars. Bartenders and mixologists experiment with tequila, creating innovative and unique cocktails that showcase its versatility. This creativity has contributed to the popularity of tequila and expanded its presence in the German drinking culture. The growing popularity of Mexican cuisine in Germany, including tacos, nachos, and guacamole, has also contributed to the increased demand for tequila. Tequila is often associated with Mexican food and is seen as a complementary spirit to enhance the dining experience. Tequila brands, both established and emerging, have invested in marketing efforts to promote their products in the German market. This includes collaborations with bars, restaurants, and influencers, as well as engaging social media campaigns. Effective marketing and branding strategies have helped create a buzz around tequila, generating curiosity and attracting new consumers. The availability of information, tastings, and educational events has helped raise awareness about tequila among German consumers. Through workshops, seminars, and brand initiatives, consumers have learned about the production methods, different types of tequila, and the rich cultural heritage associated with the spirit.

According to the research report Germany Tequila Market Overview, 2028, published by Bonafide Research, the Germany tequila market was valued at above USD 183.23 million in 2022. In Germany, there is a general preference for Blanco, Plata, and Reposado tequilas. These two types tend to be more commonly consumed and preferred by a larger segment of the population. Blanco tequila is often favoured for use in cocktails, especially classic recipes like Margaritas, due to its fresh and vibrant flavours. Blanco tequila, also known as Plata or Silver, is unaged or aged for a short period, typically up to two months. This type of tequila is known for its clear appearance and fresh, vibrant flavours. Blanco tequila is often preferred for use in cocktails, especially for classic recipes like Margaritas and Tequila Sunrises, where its agave-forward flavour shines through. Reposado tequila, with its smoother and more complex character resulting from ageing, appeals to consumers who enjoy sipping tequila neat or in cocktails. Value tequilas, often referred to as entry-level or affordable tequilas, are popular among consumers who prioritise affordability without compromising on taste. These tequilas provide a good quality-to-price ratio and are suitable for those who are new to tequila or prefer to use it primarily in cocktails. Premium tequilas are favored by many German consumers who are willing to spend a bit more for higher quality and a more refined drinking experience.

Tequila sold in Germany must comply with European Union regulations regarding spirit labelling. This includes an accurate indication of the product's origin, alcohol content, and other mandatory information. The label must clearly state that the spirit is tequila and specify the category (e.g., blanco, reposado, aejo). It is also common to find additional information on the label, such as the producer's name, the distillation method, and the specific region of production. German regulations regarding tequila are aligned with the international standards set by the Tequila Regulatory Council (CRT) in Mexico. These regulations aim to protect the authenticity and quality of tequila and ensure that consumers are accurately informed about the product they are purchasing. Tequila imported into Germany must comply with customs and import regulations, including appropriate documentation and duties. Importers and distributors must ensure that the tequila they handle adheres to the legal requirements for labelling and production. Numerous well-known tequila brands are widely available and well-liked by consumers in Germany. Jose Cuervo, Patrón, Sauza, Don Julio, Herradura, and El Jimador are some of the major brands in the tequila market. In Germany, tequila is available for purchase through various sales channels. Specialised liquor stores, also known as Spirituosen or Getränkemärkte, are dedicated retail outlets that offer a wide selection of alcoholic beverages, including tequila. Many supermarkets and hypermarkets in Germany have a dedicated section for alcoholic beverages, including tequila. Edeka, Rewe, and Kaufland retail chains have dedicated sections for alcoholic beverages, including tequila.

Tequila is often associated with partying or shots rather than being appreciated as a sophisticated spirit. Overcoming this perception and educating consumers about the craftsmanship, diversity, and quality of tequila can be a challenge. The country has a well-established and diverse spirits market, including popular categories like whisky, vodka, and rum. Tequila competes with these spirits for consumer attention and market share, requiring effective marketing and differentiation strategies. Importing and distributing tequila in Germany requires adherence to government regulations, including labelling requirements and customs procedures. Compliance with these regulations adds complexity to the supply chain and can pose challenges for importers and distributors. The craft distillery movement is gaining momentum globally, including in Germany. This presents opportunities for local producers to experiment with tequila production techniques and create unique expressions. The expansion of craft distilleries adds to the overall diversity and innovation within the tequila market. Tequila brands are exploring cross-category collaborations and innovations, such as tequila barrel-aged beers, tequila-infused wines, and tequila-based liqueurs. These unique products can attract new consumer segments and create excitement around the tequila category, fostering further growth and diversification.

Considered in this report
• Geography: Germany
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Germany Tequila market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type
• Blanco
• Reposado
• Anejo
• Others

By Grade
• Value
• Premium
• High - End Premium
• Super Premium

By Distribution Channel

• Off-Trade
• On-Trade

By off-trade Distribution Channel

• Supermarkets and Hypermarkets
• Discount Stores
• Online Stores
• Others

By On-trade Distribution Channel

• Restaurants and Bars
• Liquor Stores
• Others

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us. we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Tequila industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.