top of page
  • Writer's pictureVik F.

The Tequila Market's Response to the Agave Price Plunge

Over the past year, the tequila industry has witnessed a significant transformation due to an unexpected drop in agave prices. Previously soaring as high as $2 per kilogram, these prices have dramatically fallen to just $0.30, setting the stage for a series of ripple effects across the industry.

The sudden drop in agave prices traces back to a boom in planting several years ago. As tequila's popularity surged, producers and growers expanded their agave crops to meet anticipated demands. Agave, which takes years to mature, has finally come of age, resulting in an oversupply. This glut is primarily responsible for the current price crash.

With more agave available at lower costs, tequila manufacturers have an opportunity to increase production. This could lead to a greater variety of tequila products entering the market at competitive prices, potentially attracting a broader audience. However, this increase in production might also saturate the market, challenging brands to differentiate themselves through unique marketing strategies and maintaining high-quality standards.

The impact of lower agave costs could also prompt a shift in pricing strategies. Some producers might lower their prices to attract new customers, which could initiate a price war, affecting overall profitability, especially among premium brands. Brands will need to balance the potential increase in sales volume against the risk of diluting their brand's perceived value.

Moreover, the current surplus might encourage innovation within the industry. Producers could explore new flavors, aging techniques, or sustainability practices to stand out in a crowded market. Such innovations could not only capture the interest of consumers but also set new trends within the spirits industry.

As the tequila market adjusts to these changes, it's a crucial time for both producers and consumers. For tequila enthusiasts, this period might offer more choices and better prices, making it an exciting time to explore and appreciate the diverse offerings of this spirited market. agave price plunge


With each sip facilitated and every brand story told, we meticulously design moments that resonate, ensuring your brand isn't just tasted, but remembered.

bottom of page