The corporate behind Jose Cuervo noticed Tequila gross sales fall by double digits within the last quarter of 2025, dragging full-year income down by 2%.
Mexican spirits agency Becle, which additionally owns 1800 Tequila and Kraken Rum, suffered a 14.1% gross sales drop to MXN11.08 billion pesos (US$645.1 million) within the fourth quarter (This fall) of 2025. The earlier three months of the yr noticed Becle submit stagnant gross sales.
Its October-December efficiency tugged down the corporate’s 2025 full-year gross sales to MXN43.1bn pesos (US$2.5bn), in comparison with 2024.
An announcement from the corporate described 2025 as “a difficult yr for the worldwide spirits business, formed by macroeconomic pressures and shifting client developments, driving steep consumption declines throughout markets”.
“All through this era, we have now sustained and grown our market place by disciplined execution whereas defending profitability and monetary well being,” the assertion continued. “As we transfer into 2026, we are going to deal with strengthening our Tequila management as we navigate continued market volatility.”
Gross revenue for the enterprise was down by 14.1% in This fall and decreased by 2.6% for the 12 months.
In This fall, the flagship Jose Cuervo model noticed internet gross sales fall by 15.1%. The agency’s portfolio of ‘different Tequilas’ – together with 1800, Maestro Dobel and Gran Centenario – was additionally in decline (down 14.9%).
‘Different spirits’, which incorporates manufacturers like Bushmills Irish whiskey, Kraken and Three Olives Vodka, plunged by 14.5% in This fall.
Becle’s whole spirits gross sales (together with all Tequilas) fell by 14.9% for the ultimate three months of 2025.
However, the group’s ready-to-drink (RTD) portfolio noticed an uplift of 13.8% in This fall. The ‘non-alcoholic and different’ section plummeted by 27.8%.
When it comes to 2025 full-year figures, all classes (besides different Tequilas) had been in decline however at a decrease charge.
Jose Cuervo decreased by 3.7%, different spirits fell by 4.8%, non-alcoholic decreased by 6.2% and RTDs had been flat. Different Tequilas managed to submit a slight uptick of 1.2%.
Complete full-year spirits gross sales had been down by 2%, with the Jose Cuervo model representing 34.4% of the corporate’s 2025 income.
From a geographical perspective, the US and Canada noticed gross sales fall by 8.4% final yr. Its house market of Mexico was down by 1.1% and the rest-of-the-world area decreased by 4.4%.
Within the US and Canada (Becle’s largest market), volumes decreased by 7.1% yr over yr. The corporate mentioned this was pushed by a high-single-digit drop for RTDs, ‘reflecting market saturation and elevated competitors’ from smaller codecs.
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