paint-brush
The U.S. is living in a Tequila Revolutionby@ikuchma

The U.S. is living in a Tequila Revolution

by IgorFebruary 24th, 2022
Read on Terminal Reader
Read this story w/o Javascript
tldt arrow

Too Long; Didn't Read

E-sports is a 21st-century evolution of something that already comes almost instinctively to most humans. People love to play sports, and people love to watch sports. Traditional betting providers are smart enough to notice the growth of E-Sports, and you can now also place bets on pretty much every major E-sport competition. The betting industry pretty much have online gambling nailed down in the 21st Century. There are literally hundreds of well-established betting companies that will let you bet on all manner of sports and e-sports, so accessibly to these markets is pretty straightforward.

People Mentioned

Mention Thumbnail

Companies Mentioned

Mention Thumbnail
Mention Thumbnail
featured image - The U.S. is living in a Tequila Revolution
Igor HackerNoon profile picture


According to the latest data from the Distilled Spirits Council of the United States, in 2021 sales of tequila and mescal in the world's first economy increased by 30.1% (YoY) - to $5.2 billion. The leader, however, is still "live water": in the past 12 months, vodka products were sold for $7.3 billion.


How long will the hegemony of "whitewater" last? According to some estimates, in a few years, the Mexican beverage may come out on top. In particular, the largest producer of strong alcohol in the world Diageo plc (DEO), whose portfolio includes such brands as Smirnoff, Johnnie Walker, Guinness, Baileys, Captain Morgan, and others, predicts that the growth rate of tequila sales continue to gain momentum. It notes that in the first half of the fiscal year 2022, which ended Dec. 31, revenues from sales of "blue agave juice products" jumped 56% year over year.


Why is America’s focus shifting toward tequila? First, of a population of 331.4 million people, about 19% are Hispanics. To be more precise, that number reached 62.1 million in 2020, an increase of 23% over the previous decade.


Second, Hollywood's top names are helping to popularize tequila - in 2017, actor George Clooney sold the rights to produce Casamigos-branded tequila to Britain's Diageo for $1 billion. Last year, Constellation Brands invested to set up the production of Dos Hombres mescal by "Breaking Bad" actors Aaron Paul and Bryan Cranston. Actor Dwayne Johnson and model Kendall Janer also launched their own tequila brands.


What's next? On the one hand, the fact that alcohol consumption is up about 14% since the pandemic began gives the alcohol industry a pretty good outlook, especially for Diageo (DEO), Constellation Brands (STZ), Brown-Forman (NYSE: BF.B, BF.A), Anheuser-Busch InBev (BUD), etc.


On the other hand, diseases associated with excessive alcohol consumption may also grow. As far as pharmaceutical companies are concerned, there is no shortage of drugs for addiction from Pfizer Inc. (PFE), Amphastar Pharmaceuticals Inc. (AMPH), Opiant Pharmaceuticals Inc. (OPNT), and Alkermes (ALKS), the other question is whether they can be used to treat alcoholism.