Hangover: Teakila Market Kendal Slows and threatens brands
On the shelf of the most popular drinks of USAA. Takeila The hangover lives a moment – and not even celebrities Kendal JennerWere, and,, and,, and,, and,.. Matthew McConaghe E. Dwayne “The Rock” Johnson escaped from Thud.
The sector has achieved great growth in the last decade. Now, facial stress. It comes from a number of factors, such as the fall in consumption and the threat of trade tariffs.
According to CNN. Mike Novi, CEO DA 818 TeakilaSaid the brand Jenner Reduced the recruitment and reduced marketing costs.
“We are focusing on our main Teciles to ensure the best price as possible,” he said.
Tightening in accounts is not a discrete case. The recent report of the OHBEV Marketing Agency has called the “critical point” moment for the industry. There are clear signs that the market will normalize after years of happiness.
By 2022, celebrity -related Tekila brands increased by 40%, three times higher than the normal market. But this rhythm has been in the past.
The sector faces two challenges. First, consumption of the pandemic peak has fallen. Second, there is a high supply of the agave, which is the raw material of the tekila. This has declined prices and influenced the profits of producers.
There is yet geographical political danger: Donald Trump’s return to Presidency in 2025 can add 25% tax on Mexican products plannedSimilar to the tekila produced in the country.
Low performance and large stocks
To prevent surprises, brands like 818 stored a half -year list in the US.
According to BloombergThe company also rethinks limited editions and special reserves. “We want to avoid the increase in prices that distance the user,” said Novi, whose standard bottle price ranges from $ 30 to $ 40.
Other players also experience the effect.
Casamigos, which was created by George Clooney and sold to Diageo to over $ 1 billion, fell 22% in the first financial semester of 2025. According to Diageo CEO Debra Crew, customers will no longer go back to buy a second bottle. “There are so many new brands. Now we are looking at some doubt about retailers,” he said.
McConaghe bets on Tekila Pantolons created with his wife Kamila. Two -year -year -old brand has an affordable price: $ 45 per bottle. She tries to attract customers who have stopped spending more than $ 150. This price range includes brands like Class Blue, which is a favorite of celebrities.
“Today has a better search for less enthusiasm and quality with a good price,” said the brand’s co -founder Andrew Chrisomalis.
The foreign market becomes the way to escape
To escape the US dependence – it consumes more than 80% of the exported Tekila – brands focusing on international markets.
Tesco in the UK has entered into an agreement with the supermarket of UK, reaching 2,500 stores. It already plans a selective entry in countries like 818 Italy and Germany, which already works. Even with all the challenges, the Jenner brand is expected to increase by 30% by 2025.
Other celebrities also came into fashion. There is tereuman in the rock. Lebron James started the wolves 1707. Kevin created Hart Gran Coramino. Michael Jordan is the owner of the Fevero.
But the scenario has changed. By 2024, the number of Teaklas and Majeasies has fallen nearly 20%, which reflects saturated and less attractive market.
Experts warn that brands led by celebrities are particularly harmful. According to the VAS Art from OhBEV, “personal millions can help start, but do not replace the ability of the legends and negotiation of this sector.”
Hype, he said, was brittle.
Takeila, so I want you
In Brazil, the Takeila He got his place in the shelves of luxury bars and restaurants. People Drinking lessBut not Are ready to pay more.
The global Tekila market is expected to reach 458 million liters by 2024. Mordor Intelligence said it would increase by 5.48% per year by 2029. Leads to consumption Millennials And the popularity of drinks in parties, bars and restaurants is driven by the popularity of the drinks.
In Brazil, Jose Curvo is leading the brand Tekila market in the market. The group invests in premium labels such as conductor Dobel Diamante, which is priced at $ 499.
Another important movement comes from large international compounds. Moite Hennessey of the LVMH group brought to Brazil My Earth XA’s volcanoLuxury Tekila close to Value 1,900.
The future depends on the equilibrium
Waiting now for adjusting the way. “Wisdom is the word of this moment,” McConaghe said CNN.
“If you have a different product, you will still feel better.” But in a field that has grown greater by image than consumer reliability, survival depends more than popular faces.
Celebrities, who once helped to sell, now need to prove that their brands are more than crossing fashions and presidential tariffs.
