We're in the era of celebrity-backed booze: Why it might 'have a lot of room to grow':
The celebrity hook especially pays off in tequila. While the volume of overall spirits sold in the U.S. rose 4% in 2021, tequila grew almost 17%, according to IWSR, which tracks alcohol sales at retail and at bars, clubs and restaurants.
The tequila category"has been on fire the past few years," Rand said."There’s a lifestyle and luxury element associated with tequila that can pair well with celebrity brand image." Whiskey still makes up the biggest share of spirits sold at $4.4 billion, followed by vodka at $2.7 billion. Tequila, No. 3 at $1.7 billion, is the only spirit showing an increase in sales compared to this time a year ago, according to Nielsen IQ.the 2017 sale of Casamigos tequila
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