Italy Tequila Market Overview, 2028

Italy Tequila Market Overview, 2028

Italy, a country renowned for its rich culinary traditions and diverse drinking culture, offers an exciting fusion of flavours and traditions. Italian consumers, who are open to trying new spirits and exploring different flavours, are increasingly curious about tequila. They are intrigued by the diverse range of tequila offerings and are willing to expand their drinking preferences beyond traditional Italian spirits. Italy has a thriving cocktail culture, and tequila is a key ingredient in many popular cocktails. Mixologists and bartenders in Italy are incorporating tequila into their creations, experimenting with new recipes and flavour combinations. Tequila-based cocktails, such as Margaritas, Tequila Sunrises, and Palomas, can be found in bars across the country. The popularity of Mexican cuisine in Italy has contributed to the growing interest in tequila. As Italian consumers enjoy Mexican dishes like tacos, guacamole, and quesadillas, they are more likely to explore tequila as a complementary spirit. Tequila tastings and pairing events that combine Mexican food and tequila are gaining popularity in Italy. The Roma Tequila Festival, held in Rome, celebrates all things tequila. It features a variety of tequila brands, tastings, masterclasses, cocktail competitions, and live music. The festival aims to promote tequila culture and educate attendees about different tequila styles and brands. The Tequila Experience Italy event, held in various locations across Italy, offers an immersive tequila experience with tastings, workshops, and educational sessions. Furthermore, the Tequila Sunset Festival, organised in different Italian cities, combines tequila with music, art, and gastronomy.

According to the research report Italy Tequila Market Overview, 2028, published by Bonafide Research, the Italy tequila market is expected to grow at a 6.87% CAGR from 2023 to 2028. Tequila is recognised as a protected geographical indication, meaning it can only be produced in specific regions of Mexico. The GI ensures that tequila must originate from the designated regions to be labelled as such. Tequila bottles sold in Italy must comply with specific labelling requirements, including the name tequila clearly displayed on the label, the category of tequila (such as Blanco, Reposado, Aejo, or Extra Aejo), and the official tequila logo. Certification by the Tequila Regulatory Council (CRT) in Mexico is also required for tequila imported into Italy. The Italian market offers a number of well-known tequila brands. Jose Cuervo, Patrón, Don Julio, Herradura, Sauza, and El Jimador are among them. In Italy, several hypermarkets and supermarkets sell tequila. Some well-known hypermarkets and supermarkets that often carry a selection of tequila brands include Carrefour, Coop, Esselunga, Conad, and Auchan. Additionally, travellers passing through international airports or seaports can explore duty-free shops, which offer a selection of spirits, including tequila, at tax-free prices. E-commerce platforms and online retailers provide a convenient way to purchase tequila in Italy. Customers can browse through a wide range of tequila options, compare prices, and have the bottles delivered to their doorstep. Amazon Italy, Enoteca Digitale, Tannico, Vino.com, and Drinks&Co are popular online retailers.

Italy has a long-standing tradition of wine and other local spirits, which can make it challenging for tequila to gain widespread acceptance and compete with established alcoholic beverages. Tequila is often perceived as a premium or luxury spirit, which can lead to higher pricing compared to other alcoholic beverages. This perception and pricing can sometimes limit its accessibility and appeal to a broader consumer base. The tequila market in Italy is subject to regulatory restrictions, including import regulations, labelling requirements, and compliance with specific standards set by tequila's country of origin, Mexico. These regulations can impact the availability, distribution, and marketing of tequila in the country. Tequila is often associated with celebratory or party drinking, which may not align with the more moderate and sophisticated drinking culture in Italy. Shifting the perception of tequila from a party spirit to a spirit that can be enjoyed on different occasions and with various food pairings can be a challenge. The country has a diverse range of spirits available, including various types of liqueurs, amaro, and other popular spirits like gin and whisky. Tequila faces competition from these established and well-known spirits, which may already have strong consumer loyalty and preferences.

Tequila brands, both large and small, are actively expanding their presence in the Italian market. This has led to a broader selection of tequila options available to consumers, including different types (blanco, reposado, and aejo) and premium offerings. Tequila producers and importers are investing in marketing initiatives and educational campaigns to raise awareness and educate consumers about the unique qualities and heritage of tequila. These efforts contribute to a better understanding and appreciation of tequila among Italian consumers. Consumers in Italy are showing a greater interest in sustainable and organic products. Tequila producers are responding to this demand by adopting eco-friendly production practises, using organic ingredients, and promoting sustainable farming methods. This focus on sustainability is expected to resonate with environmentally-conscious Italian consumers. Italy has a strong cocktail culture, with a growing number of bars and mixologists experimenting with unique and creative cocktail recipes. Tequila's versatility as a base spirit opens up numerous possibilities for innovative and enticing cocktail creations. This trend is likely to continue driving the demand for tequila in the Italian market.

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

Aspects covered in this report
• Italy 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.