A survey published to mark International Tequila Day today (24 July) has found that 65% of UK drinkers choose to drink Tequila in cocktails rather than as a shot.
The survey, which was published by Patrón Tequila, found that despite Tequila’s association with shot culture, more and more drinkers are selecting cocktails and slow sipping Tequila serves.
After polling 2,000 UK drinkers, research firm Onepoll found that more than half would prefer to drink Tequila in cocktails rather than shots, and of these 70% were millennials or from generation Z.
Matthew Sykes, senior director of international marketing at Patrón, said: “This research supports the trend that consumers are increasingly enjoying super-premium Tequila in mixed drinks and in a variety of occasions – it’s a message we at Patrón have been actively supporting and encouraging across all our education, sales and marketing channels for many years.
“This research reflects what we see as a ground swell in the UK and a tipping point where super-premium Tequila is being seen alongside established, artisanal spirits in the eyes of consumers and trade.”
Despite showing changing drinking habits of the agave-based spirit, the Onepoll survey found that only 23% of drinkers know that Tequila is distilled from agave, 77% of those polled thought it was made with other sources such as grain, botanicals, potatoes or lime.
Onepoll also found that while 75% of respondents knew that Tequila came from Mexico, some also listed Latin America and Spain as origins.
Eduardo Gomez, founder of London-based Tequila & Mezcal Fest, said: “It’s no surprise to see cocktail culture is flourishing. Tequila has come a long way over the past few years, in the UK and globally.
“Knowledge of Tequila is a bigger challenge as the spirit has such a rich history and tradition that consumers are only just starting to learn about.”
Source: Spirits Business Tequila
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