The 10 Largest Tequila Brands in the United States (2026 Update)
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The largest tequila brand in the U.S. is Sauza, with a 2021 annual sales of $19.8 billion.
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As of 2021, the global tequila market had a market size of $9.7 billion.
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72% of all tequila produced in 2020 was consumed in the United States.
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The global tequila market is projected to grow at a CAGR of 5.70% through 2028.
The U.S. tequila market has seen remarkable growth over the past two decades, with a CAGR of 6.2% since 2002. The demand for tequila in the United States has continued to rise, establishing the U.S. as the leading consumer globally. In 2020, over 23 million 9-liter cases were sold, equating to 254 million liters, far outpacing Germany, the world’s second-largest importer, by a staggering factor of 63 to 1.
Analyst forecasts suggest that the rapid growth of the U.S. tequila market will persist throughout the decade, with total sales expected to reach $14.7 billion by 2028. This article provides an in-depth look at the ten largest tequila brands in the U.S. by revenue, exploring their histories, brand identities, and product offerings.
Largest Tequila Brands in the United States by Revenue
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Sauza.
2021 Annual Sales: $19.8 billion
Sauza is a tequila brand owned by the Sauza Tequila Import Company, established in 1873 by Don Cenobia Sauza. Production began at the La Perseverancia distillery, which remains the site of their operations today. Initially family-owned, the brand was sold in the 1970s to Pedro Domecq, a major Spanish brandy producer. Sauza’s best-selling tequila lines include:
- Blanco
- Extra Gold
- Blue Silver
- Blue Reposado
Sauza tequilas have garnered numerous awards, including:
- Gold at the 2006 San Francisco World Spirits Competition
- A score of 81 from the Beverage Testing Institute in 2006
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Jose Cuervo.
2020 Annual Revenue: $4.21 billion
Jose Cuervo is not only the world’s best-selling tequila brand, but it also accounts for over a quarter of all global tequila sales. Founded in Mexico in 1795, it gained prominence in the U.S. market during the 1940s amidst post-war production shortages of European beverages. The brand has significantly benefited from the rising popularity of tequila in the U.S. In 2012, demand reached 12 million cases, marking a 54% increase over the previous decade. Currently owned by Proximo Spirits, production continues at the La Rojena distillery in Jalisco, Mexico. The brand’s primary tequila lines include:
- Especial Silver. An unaged white tequila made from blue agave and sugarcane spirit.
- Especial Reposado. Known as Cuervo Gold, it consists of reposado and younger tequilas with caramel coloring.
- Cinge. A cinnamon-infused mix of Especial Silver.
- Tradicional. Made from 100% blue agave tequila.
Jose Cuervo products have won multiple awards, including recognitions from the San Francisco World Spirits Competition.
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2020 Annual Sales: $1.37 billion
Patrón, produced and distributed by the Patrón Spirits Company, is known for its handmade, hand-distilled products. Each bottle, cork, and barrel is crafted by artisans. Since its inception in 1989, Patrón has positioned itself as a premium tequila brand. It appeals to a sophisticated audience, especially vodka drinkers in upscale bars. The brand gained further prominence after being sold to Bacardi in 2018 for $5.1 billion. Patrón’s best-selling products include:
- Patrón Silver
- Patrón Anejo
- Patrón Reposado
- Gran Patrón Burdeos
Patrón also offers a unique coffee-infused tequila known as Patrón XO Cafe.
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Don Julio.
2020 Annual Sales: $1.12 billion
Don Julio, created by Don Julio Gonzalez-Frausto Estrada in 1942, has grown from local beginnings to global distribution since 1999. The blue agave used for Don Julio products is cultivated entirely on the family estate. The brand’s best-selling products include:
- 70 Anejo Claro
- 1942 Anejo
- Real Extra Anejo
- Reposado
Don Julio has received multiple accolades, including double gold at the San Francisco World Spirits Competition in 2008 and 2011.
All production occurs at a facility in Atotonilco El Alto, Jalisco, with distribution handled by Diageo in the U.S.
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El Jimador.
2020 Annual Sales: $967 million
El Jimador, owned by Brown-Forman, debuted in the U.S. in 1994 as “the world’s first premium tequila at an accessible price.” The name honors “Jimadores,” the harvesters of blue agave. All El Jimador tequilas are distilled at Casa Herradura in Jalisco. Popular products include:
- Reposado. Aged for two months in charred American white oak barrels.
- Silver. Made from 100% Weber agave, unaged.
- New Mix. A line of ready-to-drink single-serve products.
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Hornitos.
2020 Annual Sales: $944 million
Hornitos, owned by Beam Suntory, was launched in 1950 to celebrate Mexican Independence Day. The name means “little ovens,” referring to the oven-baking method for cooking blue agave.
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1800 Tequila.
2020 Annual Sales: N/A
1800 Tequila, owned by the Beckmann family (who also owns Jose Cuervo), distributes its products in the U.S. through Proximo Spirits. Named after the year tequila was first aged in barrels, this brand was introduced in 1975. Its offerings include:
- Silver (Blanco). Made from blue agave, aged for 15 days.
- Reserva Reposado. Aged for six months in French and American oak.
- Reserva Anejo. Aged for three years in French oak.
1800 Tequila is recognized for its distinctive trapezoidal packaging and engages in high-profile sponsorships, including partnerships with the New York Knicks and Los Angeles Lakers.
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Tequila Herradura.
2020 Annual Sales: N/A
Tequila Herradura, distilled by Grupo Industrial Herradura in Jalisco, was founded in 1870 by Felix Lopez and has been recognized globally since its acquisition by Brown-Forman in 2007. Herradura’s products, made from 100% blue agave, are distributed in 135 countries. Popular lines include:
- Antiguo
- Seleccion Suprema
- Blanco Suave
- Reposado
Brown-Forman promotes Herradura through various marketing strategies, including celebrity endorsements and major sponsorships.
Notable events include:
- Becoming the official tequila brand of the Kentucky Derby in 2008.
- Launching a “Buy-the-Barrel” program in 2010.
- Partnering with artists for charity in 2012.
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Clase Azul.
2020 Annual Sales: N/A
Clase Azul is an ultra-premium tequila brand, renowned for its artisanal production methods. Each tequila is crafted from 100% blue agave, cooked for 72 hours in masonry ovens, and bottled in hand-painted decanters by local artisans. Their core offerings include:
- Ultra
- Anejo
- Reposado
- Plata
The brand also features the “Mexico Through Time” collection, celebrating Mexican culture with exclusive materials like amber and Talavera. This collection is priced at $450,000, with proceeds going to charity.
Clase Azul partners with several distributors in the U.S., including Wine & Spirit and Southern Glazer’s Wine & Spirits.
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Milagro Tequila.
2020 Annual Sales: N/A
Founded in 1998 in Mexico City, Milagro was created by Moy Guindi and Danny Schneeweiss to blend traditional tequila roots with the modern Mexican nightclub scene. Initially available only in Mexico, it was introduced to the U.S. market in 2006 after being acquired by William Grant & Sons. All Milagro products are made from 100% blue agave from the Jalisco Highlands. Popular offerings include:
- Silver. Known for its smoothness and agave-forward flavor.
- Reposado. Aged for six months in American oak.
- Select Barrel Reserve Reposado. Aged for three to six months in oak.
- Select Barrel Reserve Añejo. Aged from 14 to 24 months.
Milagro has received accolades for both high-end and affordable products and utilizes street art for marketing, collaborating with prominent graffiti artists.
Additionally, Milagro has sponsorships with various sports teams, including the Sacramento Kings and San Jose Sharks.
As the tequila market continues to evolve, these brands remain at the forefront, adapting to consumer trends and preferences while maintaining their unique identities. From traditional methods to modern marketing strategies, the largest tequila brands in the U.S. are poised for a bright future in the ever-growing spirits industry.
Author
Chris Kolmar is a co-founder of Zippia and the editor-in-chief of the Zippia career advice blog. He has hired over 50 people in his career, been hired five times, and wants to help you land your next job. His research has been featured on the New York Times, Thrillist, VOX, The Atlantic, and a host of local news. More recently, he's been quoted on USA Today, BusinessInsider, and CNBC.
