America's Margaritavillians (derogatory?)
Plus: “Check the Forbes list for a reference, bud”
The Masters of the Universe over at Jeffries put out a memo the other day asking whether the red-hot tequila segment is headed for a “Tito’s moment,” a reference to the good-enough vodka that sorta swept the leg on that spirit’s then-enviable growth in the U.S. upon its introduction in 1997. They argued no, pointing to the still-mostly untapped growth opportunity for flavored tequila, and the fact that drinkers who’ve traded up to 100% agave spirits will resist trading back down to mixto on account of it tasting more like shit than comparably priced vodka d’garbage.
Which, fine, but I actually think we’re living through tequila’s Tito’s moment already.