Insights from Drizly’s Top 5 Añejo Tequilas
This high-priced tequila subcategory is growing in both overall share and average unit price on Drizly
Despite añejo being a higher priced tequila subcategory than blanco or reposado, it’s one that consumers are increasingly seeking out and are willing to pay for as they explore and trade up within the category.
Añejo tequila has accounted for a 19 percent share of the tequila category on Drizly over the past 12 months. While it’s still a lower share than reposado and blanco, the añejo share on Drizly has risen three percentage points from a 16 percent share the prior 12 months.
The añejo subcategory is the priciest among the tequila subcategories, and the average unit price is only going up. Over the past 12 months, the average unit price for añejos on Drizly was $98, compared to $85 over the previous 12 months—a 15 percent increase year-over-year. Añejo has seen the strongest year-over-year growth in tequila subcategories. Reposados reach an average unit price of $57, while blancos have an average unit price of $38.
As with some other spirits categories, the rising average price point can in part be attributed to premiumization trends.
“We’ve seen a trend toward premiumization within the spirits category overall; however, it has impacted different categories differently,” says Liz Paquette, Drizly’s head of consumer insights. “Whiskey and tequila have seen growth in high price-point categories like Scotch and añejo, while other categories like vodka have not seen such impact.”
Another factor in the rising sales of añejo tequila is that people are swapping lower-priced styles for añejo. “We are seeing consumers trade up within tequila as they become more educated on the category and seek to try new styles beyond silver or blanco,” says Paquette.
The subcategory is also attractive for people looking to send gifts. Key sales-driving occasions are days associated with gifting, with Mother’s Day and Father’s Day as important ones to watch coming up as well as looking ahead to the Q4 holidays.
However, with this popularity, retailers should note that there is a risk of product shortages impacting supply when it comes to tequila. “We know consumers are seeking these products, which at times can be more difficult to find in stock, and therefore are potentially willing to pay a little more for them,” says Paquette. “We recommend retailers stock these products when they have the opportunity—particularly ahead of key sales-driving occasions like Cinco de Mayo—and ensure their online inventory reflects what they have in store.”
These are the top five añejo tequilas on Drizly.
Don Julio 1942
A distinctive tall bottle and a name that’s a reference to the year that the real Don Julio González started making tequila makes Don Julio 1942 stand out from the start. It’s aged for a minimum of 2.5 years (just six months shy of the extra añejo category), and is the birthday gift tequila of choice for celebrities—as well as many non-celebrities. It hits a high price point at $150 and up.
The celebrity gifting aspect has helped boost interest in Don Julio 1942. Kylie Jenner showcased a 21st birthday bottle in 2020, while Nick Jonas, Michael B. Jordan, Victoria Beckham, and others have also chosen 1942 for birthday celebrations.
“26 percent share of añejo tequila sales in the past 12 months were a gift, which is well above tequila overall at 16 percent share and liquor category at 11 percent share,” says Paquette. “Gifting is certainly playing a key role in añejo share growth as gifting sees growth overall on Drizly, and this category, particularly products like Don Julio 1942, is a top choice for gift orders.”
Casamigos was started by George Clooney, Rande Gerber, and Mike Meldman, who worked with a master distiller in Jalisco, Mexico. It was famously purchased by Diageo for $1 billion in 2017, and today it’s one of the most popular celebrity-backed tequila brands. The brand’s reposado also makes the list of the top five reposado tequilas sold on Drizly at the same number two spot as it lands with añejo tequila.
The average price point is the highest among the three Casamigos tequila SKUs, yet is still accessible at about $60 for a 750-milliliter bottle and about $75 for a liter bottle.
Don Julio Añejo
1942 isn’t the only añejo that Don Julio makes that’s popular on Drizly. Don Julio Añejo comes in at a more modest average price point (about $65 for a standard size bottle and about $120 for a 1.75-liter bottle) and is aged for 15 months versus the 2.5 years of 1942.
While it lacks the birthday-gift cachet of 1942, the standard añejo is still popular enough to be a top seller among añejo tequilas on Drizly. The spirit performs well in blind tasting competitions as well as among consumers. In 2022, Don Julio añejo won gold at the Global Spirits Masters.
Don Julio 70 Cristalino Tequila
The final Don Julio to round out its dominance in the top five añejos on Drizly is the Don Julio 70 Cristalino. Cristalinos are aged añejo tequilas (18 months in Don Julio’s case) that have been charcoal filtered to take out the color, allowing the tequila to be clear yet retail some of the aged tequila flavors. It’s still a relatively new category to many consumers. Cristalinos provide another premium-priced option for people looking for the characteristics of aged tequila. The price point for this particular cristalino comes in between $75 and $95.
Jose Cuervo Reserva De La Familia Extra Añejo
The fifth añejo in the top five on Drizly comes from another mainstay brand in the tequila category: Jose Cuervo. It took the spot from Patrón’s añejo, which was the No. 5 top añejo on Drizly the prior 12 months. Jose Cuervo’s Reserva De La Familia extra añejo is also among the most expensive with the average price point starting at about $170 and going up from there.
It’s a special occasion bottle. The brand commissions a Mexico-based artist for the artwork on the collectors box each year. Additionally, the packaging for the Reserva de la Familia is done by hand, including the label design and wax seal.