After a long-term growth run in the U.S. the mezcal category stalled over the past two years, registering 580,000 cases in 2024 on a 55,000-case decline, according to Impact Databank. Still, mezcal remains well above its pre-pandemic position of 371,000 cases.
“Mezcal declined slightly in 2024 and trailed overall spirits growth and Tequila growth,” said Zach Poelma, senior vice president, supplier strategy and insights at Southern Glazer’s. “Across the category, the premium price segment grew in 2024. But the largest segment, which is the super-premium price tier—representing about 40% of the category—was flat, while the mid-price tier declined almost 10%.”
While category conditions have been challenging overall lately—and could be further impacted by tariffs on Mexican goods—the on-premise has been a growth area. “For SGWS, the number of new accounts carrying mezcal in 2024 was up nearly 5%. Most of these new accounts came via the on-premise channel,” said Poelma. “Within our mezcal account universe, casual and fine dining represent about half of the customer base.”
Del Maguey remains the leading mezcal in the U.S. at 83,000 cases. Part of the Pernod Ricard portfolio, Del Maguey helped to architect the U.S. mezcal market through its entry-level Vida mezcal, and has provided a pathway for consumers to trade up through its higher-priced expressions showing off individual villages and unique varieties of agave.
Another leading brand is Bacardi’s Ilegal mezcal at 76,000 cases. In 2024 Ilegal saw a small uptick of 2%, continuing its consistent upswing over the last five years. “Tequila and mezcal are at the top of consumer interest, with 72% and 66% of consumers, respectively, saying they’re drawn to these spirits,” said Bacardi global advocacy director Jacob Briars.
Proximo Spirits’ largest mezcal brand, 400 Conejos, now ranks third in the category after surging by 38% last year to hit the 70,000-case mark. The brand has added 40,000 cases over the last two years.
CNI Brands’ Banhez is likewise a pillar of the category at 67,000 cases. Last year the brand was flat, with CEO Curt Goldman forecasting a 10% increase in depletions for 2025. “There were a lot of price markdowns from a lot of the brands that were having liquidity issues,” he said. “The fact that we were able to maintain our positioning and keep our case volume up I think was a victory for us.”
Other brands targeting U.S. growth in recent years have included Mezcal Amarás, which Suntory Global Spirits added to its import portfolio in 2023; Derrumbes, which Gallo is handling in the U.S.; Mezcal de Leyendas, part of the M.S. Walker portfolio; Bozal Mezcal, marketed by the newly formed Maguey Imports; Lobos 1707, whose investors include LeBron James and Arnold Schwarzenegger; Su Casa, an independent brand that includes blanco and a recently launched reposado variant; Bosscal; El Silencio; and Campari’s Montelobos.—Shane English
