Insights from Drizly’s Top 5 Reposado Tequilas
Premiumization is driving reposado tequila growth, led by these top SKUs
As tequila rose over the past couple of years, more and more consumers are increasingly reaching for one subcategory in particular: reposado. Reposado tequilas accounted for a 25 percent share of the tequila category in 2019, 27 percent in 2020, and 30 percent share of tequilas sold on Drizly in 2021.
The growing preference for reposados tracks with the recent premiumization of tequila as a whole. The average unit price of a reposado tequila in 2021 is $53, which is 24 percent higher than the average tequila price on Drizly.
“As the pandemic took hold we saw consumers purchase more liquor at higher price points — likely a result of the shift from on-premise to at-home consumption,” says Liz Paquette, Drizly’s head of consumer insights. “Instead of spending around $15 on a cocktail at a restaurant, consumers were mixing up their own drinks and willing to spend more on ingredients. However, as the pandemic has continued and on-premise has returned, we have seen this premiumization trend hold strong, particularly in tequila.”
Reposado has especially gained share against silver and blanco tequilas. In 2020, silver and blanco tequilas held a 42 percent share of tequila sales, while the subcategory commands a 37 percent share in 2021 to date.
And consumers aren’t just keeping the reposados for themselves. In 2021 to date, 18 percent of reposado sales were gift orders, whereas gift orders make up 14 percent of tequila purchases and 10 percent of overall orders. Reposados are the fourth-most gifted subcategory after bourbon, Scotch, and silver and blanco tequila, Paquette notes.
From celebrity-backed brands to tequila mainstays, here are 2021’s top five best-selling reposado tequila SKUs on Drizly.
Clase Azul Reposado Tequila
Clase Azul is a premium tequila brand owned by Arturo Lomeli, who was born in Guadalajara. The bottles are instantly recognizable due to the fact that each is hand-crafted and painted in Santa María Canchesdá, Mexico. The sipping tequila is made with blue agave from the Jalisco Highlands and is aged in American oak for eight months.
This best-selling reposado certainly pushes the category’s average price up with bottles that start at around $150. Clase Azul is the fifth-best selling tequila brand on Drizly overall, and the reposado is Clase Azul’s most popular SKU, followed by the plata and añejo.
Casamigos famously comes from owners George Clooney, Rande Gerber, and Mike Meldman. The premium tequila is made using Highlands blue agave from Jalisco and is aged for seven months.
Like Clase Azul, the other SKUs Casamigos produces are popular as well. The brand holds the top spot in the blanco and silver tequila subcategory, and it’s the second-most popular brand for añejo tequilas after Don Julio — the same spot it holds for reposado tequilas. Casamigos, along with Dwayne Johnson’s brand Teremana (at No. 5 in most popular reposados), are part of Drizly’s top five celebrity-owned tequila and mezcal brands, Paquette says.
“Overall, on Drizly we have seen a rise in celebrity-owned brands’ share in specific subcategories — particularly tequila and rosé,” Paquette says.
Hornitos Reposado Tequila
Hornitos Reposado has been sold since 1950 — a full 18 years before the official reposado style was defined. It sits as the No. 3 best-selling reposado tequila in 2021 to date. Hornitos has moved up a position since 2020, when it was No. 4 behind the previous No. 3, Espolòn. While Hornitos is a historic and well-known brand, the reposado is by far its most popular SKU on Drizly.
“There is significant overlap among the top five brands across all three tequila subcategories on Drizly,” Paquette says. “However, for reposado, Hornitos and Teremana have broken into the top five while they do not in the other subcategories.”
Espolòn Tequila Reposado
Espolòn’s reposado is made using agave from the Highlands region of Jalisco and is aged for between three and five months. It’s designed for cocktails unlike some of the top-selling reposados like Clase Azul, which is intended to sip straight. The price point is more cocktail friendly at about $30.
Though it was pushed down to No. 4 in 2021 to date from its No. 3 position in 2020, Espolòn remains a crowd-pleaser. The brand’s blanco is a favorite as well as the No. 3 most-purchased blanco or silver tequila after Casamigos and Patrón.
Teremana Reposado Tequila
Teremana, like Casamigos, is a celebrity-backed spirit brand that has won the hearts of tequila drinkers who purchase through Drizly. It is, however, a slightly more budget-friendly celebrity tequila than Casamigos, with prices around $40. The brand was launched by Dwayne “The Rock” Johnson in 2020 and shot up to the No. 7 best-selling reposado the same year. In 2021 to date, Teremana replaced Don Julio Reposado as the No. 5 best selling reposado on Drizly.