Tequila Surpasses Gin as UK's Top Summer Spirit
For many Britons, a crisp gin and tonic has long been the quintessential warm-weather drink. However, new consumer data reveals a significant shift: tequila is now overtaking gin for the first time as the preferred summer spirit across the United Kingdom.
Sales Soar as Margaritas Take Centre Stage
The Marks & Spencer summer trends report highlights that tequila is currently the retailer's hottest spirit, with sales skyrocketing by an impressive 50% year-on-year. Margarita sales have seen an even more dramatic surge, jumping a massive 75%, firmly establishing tequila-based cocktails as one of the season's most popular choices.
Spicy margaritas, offering a piquant twist on the classic tequila, lime, and triple sec cocktail, have particularly captivated the UK market in recent years. This trend has led many consumers to opt for tequila and tonic instead of the traditional G&T, signalling a broader change in drinking preferences.
Canned Cocktails and Celebrity Influence
Celebrity-backed brands have played a crucial role in tequila's rising popularity. George Pell, owner of The Suffolk in Aldeburgh, noted that tequilas like George Clooney's Casamigos have encouraged more people to choose tequila. "There's certainly been a shift in drinking habits: people are consuming less overall, but when they do, they're opting for higher-quality options," Pell explained.
The convenience of canned cocktails has also contributed to this trend. M&S is launching a canned tequila and tonic this summer to capitalise on the spirit's growing appeal, alongside a new range of high-end "sipping tequilas." This move comes 40 years after the retailer first introduced its "gin in a tin" in 1986, highlighting how consumer tastes have evolved from the snowballs and gin fizzes of the 1980s.
Pub and Bar Sales Reflect the Boom
Cocktail bars and restaurants nationwide are witnessing the tequila boom firsthand. At The Suffolk, the sea buckthorn margarita is currently the top-selling cocktail. Similarly, Joe Rozier, operations director at The Mariners in Rock, Cornwall, reported that their spicy yuzu margarita is outselling other options by a considerable margin.
"In March alone, we sold more than double the number of spicy yuzu margaritas as elderflower gin fizzes," Rozier said. "We're also seeing strong demand for simple tequila serves like tequila, lime and soda, and tequila with lime and ginger beer. As we head into summer, I'd expect those numbers to climb significantly."
Market Growth and Future Prospects
Tequila has long been popular in the United States, where it ranks as the second-most favoured spirit after vodka. In the UK, where gin and vodka traditionally compete for the top spot, tequila is experiencing rapid growth. Trade data from Volza indicates a 22% import increase between 2024 and 2025, underscoring its expanding market presence.
Simone Spagnilo, head of bars at Inception Group, which operates 15 venues in London, observed that margaritas tie with espresso martinis as the most popular cocktail across their Mr Fogg's bars. The paloma, a blend of tequila, grapefruit soda, agave, and lime, has also gained traction in recent years.
"Tequila-based drinks can provide a slightly lighter alternative to a G&T when the weather is warmer," Spagnilo added, highlighting the spirit's appeal as a refreshing summer option.
With celebrity endorsements, innovative canned products, and a shift towards premium quality, tequila's ascent in the UK spirits market shows no signs of slowing down as summer approaches.
