• by Teresa Buyikian , May 14, 2025

Image above: Fortaleza, favorite brand of respondents in "Tequila Seekers" survey.

Tequila remains one of the top-selling U.S. spirits, falling just behind vodka and ahead of whiskey in popularity with $6.7 billion in sales for 2024. A recent report looks into exactly who is driving the agave spirit's continuing popularity.

The “Tequila Seekers” is published by Slingshot Tequila, which defines itself as a collective of craft tequila brands, “working together to educate consumers and build a better tequila industry.” The report was compiled from data gained from 1,244 participants surveyed across 50 states. The study narrowed these “seekers” down to the most dedicated tequila drinkers, who owned at least four bottles at home, studying their preferences and buying behaviors.

The study found that the vast majority of “tequila seekers” are predominantly "affluent" men aged 40-59, with an average annual household income over $170,000. The highest concentration of these men live in California, Texas and Florida .

Of top concern to these drinkers: the purity of their drink. Ninety-five percent  place “great importance” on tequila being additive-free. Of the several types of tequila, Reposado (translating to "rested"), is the favorite, with 41% preferring this smooth option, aged from between two months to one year. The unaged Blanco was second, at 36%.  The seekers also eschew margaritas and palomas; 82% want their tequila served neat with no embellishment.

Respondents voted the top favorite brands as Fortaleza, Tequila Ocho, and LALO, respectively.

Despite the affluent status of these tequila drinkers, a whopping 75% still buy their liquor of choice at the local liquor store. Sixty-five percent also frequent large liquor retail outlets, with 63% also reporting having purchased at least one bottle online. 65% of their purchases are mostly directed by wine-related social media influencers, with only 14% driven to select a tequila based on a friend’s recommendation.