GLOBAL – Tequila, the latest category to join the pink liquid drinks trend, continues to grow as producers explore innovation in distillation and aging techniques to attract new consumers, IWSR reports.
According to the global alcohol market research firm, the global tequila category which has enjoyed ongoing growth after volume increases of 17% in 2021, is projected to grow at a volume CAGR of 7%, from 2021-2026.
IWSR attributes the growth to brand owners who are looking to be differentiated in a crowded marketplace, by tapping into the enduring popularity of the color pink, both in drinks and beyond.
Known as both millennial pink and Tumblr pink, the color pink, particularly prevalent in gin, has enjoyed growing popularity over the years, the market research firm notes.
Pink gin volumes, for example, are reported to have grown 16% in 2021 and are forecasted to keep the growth at a volume CAGR of 4% from 2021-2026.
The hue has also shifted its cultural associations, to become gender-neutral, and indeed gender-inclusive.
An example of a hue that targets a male audience is E&J Gallo’s Pink Whitney launched in 2019.
IWSR says before the color’s rise in fashion and culture, rosé wine was already growing in popularity which made it to be associated with millennials as well as the perceived approachability of the style.
This approachable image led to many other drink trends such as frosé which became inherent suitability for social media.
IWSR details that there are a number of different methods being used to achieve a pink color, just like the hue has come from the addition of berry flavors, tequila largely seems to be treading a slightly different path.
Some pink tequila producers are making use of a technique already used by distillers to differentiate their products, one that is also increasingly being used in the tequila industry for barrel-aging and finishing.
In addition to giving these spirits a point of difference, and allowing for a wider range of flavors, they also offer a way of adding color, for example through the use of a former red wine barrel.
The additional benefit of aging or finishing tequila in former wine casks is the bridging of two drinks categories, allowing for collaborations between producers of different drinks and creating cross-category appeal too.
The alcohol research market firm reveals that a number of producers have made use of specific red wine barrels.
The red wine barrels include the ones sourced from Napa for Código’s 1530 Rosa-Reposado, or the Mexican cabernet sauvignon barrels for Ana María Tequila Rosa.
The firm adds points out that the first in the industry to make use of former rosé barrels is Inspiron Tequila, to produce its Rosa Reposado.
According to IWSR,barrel-aging isn’t the only way tequila producers are adding color to tequila.
For example, Casa Rica makes use of the red color of mature agave plants to create a dye that is added to its Tequila Rosado.
Meanwhile, the Butterfly Cannon uses carmine to color its Rosa Tequila, also infusing it with pink grapefruit.
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