With Americans’ taste for tequila continuing to grow, this beloved spirit hardly needs a special day for celebration. Yet, National Tequila Day, which falls on Wednesday, provides the perfect occasion to highlight its rising popularity and rich heritage.

The Growing Demand for Tequila

Tequila has evolved significantly from its traditional shot glass, salt, and lime accompaniments. Sales of tequila in the U.S. surpassed $1 billion in 2004, and last year, U.S. tequila suppliers recorded $6.5 billion in revenue, an 8% increase from 2022, according to the Distilled Spirits Council of the United States. So far this year, tequila sales have accounted for over 14% of total spending on spirits, trailing only whiskey and vodka, according to research firm Bump Williams Consulting.

Sue Hrib, founder and CEO of the recently launched Biatch tequila brand, attributes this growth to tequila’s perception as a healthier choice due to its natural production and high-quality process. “Its rich heritage and artisanal production contribute to its genuine authenticity,” says Hrib. “Tequila’s market share has increased significantly as people consume more mindfully, appreciating both the craft and versatility of the spirit.” Ready-to-drink tequila cocktails are also gaining traction in retail, further boosting sales.

National Tequila Day Deals

Several restaurants offer special deals for National Tequila Day. Here are some highlights:

• Buffalo’s Cafe: Buy any tequila drink, including margaritas, and get a free order of chips and queso (dine-in only).
• Chili’s: Enjoy $5 Tequila Trifecta cocktails made with el Jimador Silver, 1800 Reposado, and Jose Cuervo Gold. Join My Chili’s Rewards for a free order of chips and salsa.
• Dave & Buster’s: Celebrate with $5 Happy Hour and Late Night Happy Hour specials.
• El Camino Mexican Soul Food: $7 margaritas all day, with additional taco and tequila deals.
• Hurricane Grill and Wings: $3 tequila shots (dine-in only).
• On The Border Mexican Grill & Cantina: Margaritas starting at $4 and beers at $3, plus half-price appetizers all day.
• TGI Fridays: $5 tequila cocktails all day (participating locations, dine-in only).

Understanding Tequila Varieties

Tequila, made from the blue agave plant, comes in various types: Blanco (or silver), typically aged for two months; reposado (aged up to one year); añejo (aged up to three years); and extra añejo (aged three years or more). As tequila ages in oak barrels, it gains a deeper amber shade and more complex characteristics, similar to whiskey and scotch.

Tequila’s evolution includes more brands and special takes on the spirit. For instance, cristalino tequila, which is reposado or añejo tequila that has been charcoal-filtered to be clear, offers the complexity of aged tequila with the appearance of a blanco. Concerns about additives in tequila have also led to a rise in additive-free brands. Not A Celebrity Tequila, co-founded by Andrew Bushby, prides itself on its additive-free nature, standing out among the numerous celebrity-backed brands.

As tequila’s popularity grows, so does the demand for high-end expressions. Premium tequilas have seen a significant increase in volume since 2003. Exclusive offerings like Patrón El Alto and Gran Centenario Gallardo showcase the luxurious side of tequila, with prices reaching several hundred dollars. The limited-edition Clase Azul Tequila’s The Loft Brooklyn Collection I, priced at $1,250, exemplifies the exclusive nature of some high-end tequilas. Whether enjoyed in a margarita, sipped neat, or explored in its premium forms, tequila’s versatility and rich heritage make it a spirit worth celebrating on National Tequila Day and beyond.