Añejo tequila has accounted for a 19% share of the tequila category on Drizly over the past 12 months. While it’s still a lower share than reposado and blanco, the añejo share on Drizly has risen three percentage points from a 16% share the prior 12 months.
The añejo subcategory is the priciest among the tequila subcategories, and the average unit price is only going up. Over the past 12 months, the average unit price for añejos on Drizly was $98, compared to $85 over the previous 12 months—a 15% increase year-over-year. Añejo has seen the strongest year-over-year growth in tequila subcategories. Reposados reach an average unit price of $57, while blancos have an average unit price of $38.
As with some other spirits categories, the rising average price point can in part be attributed to premiumization trends.
“We’ve seen a trend toward premiumization within the spirits category overall; however, it has impacted different categories differently,” says Liz Paquette, Drizly’s head of consumer insights. “Whiskey and tequila have seen growth in high price-point categories like Scotch and añejo, while other categories like vodka have not seen such impact.”
Another factor in the rising sales of añejo tequila is that people are swapping lower-priced styles for añejo. “We are seeing consumers trade up within tequila as they become more educated on the category and seek to try new styles beyond silver or blanco,” says Paquette.
The subcategory is also attractive for people looking to send gifts. Key sales-driving occasions are days associated with gifting, with Mother’s Day and Father’s Day as important ones to watch coming up as well as looking ahead to the Q4 holidays.