Off-trade sales of tequila cocktails have surged by nearly 200% in the space of a year, amid growing thirst for ready-to-drink margaritas among UK shoppers.
Value sales of tequila-based pre-mixed drinks have grown by 193.8% over the past 52 weeks [NIQ 52 w/e 11 July 2026]. Now worth £98.7m, they account for over 11% of all value sales across the premix category in grocery.
“Frequent flavour and cocktail innovation” were driving sales of tequila-based RTDs, said Tom Oakton, UK thought leadership specialist at NIQ.
“BuzzBallz have driven significant growth of the category, particularly with one of their core flavours being a margarita, which has boosted the tequila-based RTD category,” he said. “This is alongside other high-growth brands like Moth who are meeting the desire for premium cocktails either on the go or to help recreate the on-trade experience at home.”
Following the decision by BuzzBallz to swap tequila for vodka in its bestselling Lime ’Rita cocktail, Moth is now the UK’s market leader in tequila-based RTDs, with a three-strong margarita cocktail range, alongside its canned Paloma SKU.
Ethan Hogan, head of off-trade for Moth, credited the brand’s multichannel ‘Summer of Marg’ campaign, alongside NPD and in-store activity, for helping drive interest in its tequila-based RTDs.
“Moth’s Summer of Marg campaign has focused heavily on grocery activation from digital screens in top performing stores to branded fridges in Waitrose and Sainsbury’s,” he said. “We’ve invested in promoting our growing margarita range, including our new tequila variant, Mango Margarita.
“Currently, a Moth is sold every four seconds [NIQ 52 w/e 13 June 2026] and a big contributing factor to that is our tequila-based SKUs.”
Tequila category growth
Meanwhile, value sales of tequila have climbed a more modest 1.7% to £53.0m in the past year, set against a spirits category that has declined by 1.9% [NIQ 52 w/e 11 July 2026].
While the category remains nascent, representing only a tiny percentage of the wider £5.4bn spirits category, brands and retailers are working together to grow awareness and sales.
For example, Pernod Ricard and Rémy Cointreau recently teamed up for a joint margarita activation in Sainsbury’s stores.
Altos Plata tequila, Cointreau and newly launched Cointreau Spicy were co-merchandised in 300 stores nationally under the banner “Partners in lime…and in margaritas”.
Shoppers were incentivised to purchase products by both brands via Nectar Card price promotions to create classic or spicy margarita cocktails at home.
“Collaborations such as Partners in Lime with Cointreau and Sainsbury’s bring together the key ingredients for a perfect margarita and help inspire consumers with simple, great-tasting serves,” said Andy Walton, head of off-trade customer marketing at Pernod Ricard UK. “We’ve seen first-hand how the margarita continues to drive engagement with the category.
“We expect the cocktail to remain a major growth engine for tequila in the years ahead, with Altos well positioned to capitalise through our core range and expanding ready-to-serve offering.”
Cointreau also recently partnered with Tesco, Patrón, Casamigos and Jose Cuervo for a ‘Summer of Margarita’ collaboration, encouraging shoppers to make their margaritas using Cointreau, tequila and fresh lime at home via Clubcard discounts, brand stands and in-aisle activations.
The activity, coupled with Cointreau’s ‘MargaRight’ media campaign starring Aubrey Plaza, has helped drive a 5.2% uplift in Cointreau sales year on year [NIQ 12 w/e 11 July 2026].
“Our retail and tequila partners play an important part in bringing the margarita experience home and helping shoppers recreate them easily,” said Lee James, UK, Ireland & Nordics MD at Rémy Cointreau. “Backing the margarita really is a win-win-win for the shopper, category and suppliers.”
Presently five tequila brands – Sierra Tequila, Jose Cuervo, Altos, El Jimador and Casamigos – account for 79% of all tequila category sales by value [NIQ].
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