The rise (and hard fall) of tequila

Video Description

Tequila wasn’t always cool. In fact, just a few decades ago, tequila was the cheap stuff college kids took shots of to regret later. But today? It’s America’s #1 premium spirit — beating out whiskey, vodka, and everything else. ------------------------------------------------------------------ ► Join 40,000+ business minds who read my newsletter: http://bit.ly/SmallBusinessMBA ► Deep dives on businesses for sale: https://www.youtube.com/@AcquisitionsAnonymousPodcast ► Follow me on Twitter/X: https://x.com/girdley ------------------------------------------------------------------ This didn’t happen by accident. This is the story of tequila’s wild rise… and its even crazier fall. From clever marketing to celebrity-backed brands like George Clooney’s Casamigos (which sold for $1 billion), the tequila industry turned a bottom-shelf drink into a luxury status symbol. But now? The market is collapsing. Oversupply, price wars, agave shortages, and new tariffs from Trump are threatening to send the entire industry crashing down. In this video, we’ll break down: → How Mexico trademarked tequila and cornered the market → Why Patron changed everything → How George Clooney made a billion dollars off tequila → And why the tequila boom is now turning into a bust If you love stories about business, marketing, and how brands get built (or destroyed)… this one’s for you. Mexican tequila makers fret as US tariffs threaten their business https://www.reuters.com/world/americas/mexican-tequila-makers-fret-us-tariffs-threaten-their-business-2025-02-17/ Sources: Jose Cuervo tequila maker warns of potential Trump tariffs hit, shares fall https://www.reuters.com/business/retail-consumer/jose-cuervo-tequila-maker-warns-potential-trump-tariffs-hit-shares-fall-2025-02-27/ Tequila - Wikipedia https://en.wikipedia.org/wiki/Tequila WSJ - The Tequila Boom Is Over. The Tequila Price War Has Begun. https://www.wsj.com/business/retail/casamigos-patron-tequila-price-b0a462a6 How oversupply is affecting Mexico's Tequila industry https://www.thedrinksbusiness.com/2025/01/how-oversupply-is-drowning-mexicos-tequila-industry/ Mexico left with 500mn-litre tequila lake after demand slows https://www.ft.com/content/f4f7e557-d480-4b8d-a401-720476966703 https://www.theiwsr.com/wp-content/uploads/2023/12/iii-chart_Premium-plus-tequila-cognac-vodka-volumes-in-the-US-scaled-1.jpg https://www.reddit.com/r/AskFoodHistorians/comments/1hg6d3i/when_and_how_did_tequila_become_popular_in_the/ https://tastetequila.com/2018/agave-crisis-boom-bust-or-business-as-usual/ https://www.statista.com/statistics/311742/mexico-s-export-amount-of-tequila/ https://www.liquor.com/oral-history-of-tequila-5271627 https://sherwood.news/world/tequila-sales-have-shot-up/