Wonder

Research Outline

Prepared for josh k. | Delivered September 26, 2019

Premium Tequila Industry

Goals

To understand the premium tequila industry.

Early Findings

TEQUILA INDUSTRY (PREMIUM)
Pricing on a bottle has been increasing. The price range for premium and ultra premium is now from under $50 up to $1,000. 
Premium ranges from $50 to $300.
Consumers who understand the quality of this are driving these prices.
Most of them are aged in ex-bourbon barrels. 
As the quality and price increase, the consumer interest increases as well.
LEADING BRANDS
Patron were the first producers of the ultra-premuim tequila.
About 6 brands control 85% of the market share in this space. Some of these companies include Patron, Don Julio, and Herradura.
Some producers from the top 12 brands include Casa Noble, El Tesoro, Espolòn, Milagro, and Partida.
RECENT NEWS
Patron is acquired by Bacardi.
Bacardi is a family-owned company that has acquired 100% of Patron Spirits.
Other premium tequila brands acquired by this company include Cazadores and Corzo.
During this acquisition, Patron's enterprise value stood at US$5.1 billion. 