Premium wave of brands propel tequila upscale

Chura, Hillary
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, p86
Trade Publication
This article reports on the emergence of upscale-priced brands of tequila in the U.S., as of September 1999. Although still a minute segment of the thriving $875 million tequila category, super-premium tequila is posting double-digit gains. Super-premium tequila probably sells fewer than 200,000 cases in the U.S. each year, compared with 6.5 million for all tequilas, estimated Frank Walters, research director for the industry newsletter Impact.


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