Fingers

Fingers

Share this post

Fingers
Fingers
America's Margaritavillians (derogatory?)

America's Margaritavillians (derogatory?)

Plus: “Check the Forbes list for a reference, bud”

Dave Infante's avatar
Dave Infante
Sep 20, 2023
∙ Paid
1
Share

The Masters of the Universe over at Jeffries put out a memo the other day asking whether the red-hot tequila segment is headed for a “Tito’s moment,” a reference to the good-enough vodka that sorta swept the leg on that spirit’s then-enviable growth in the U.S. upon its introduction in 1997. They argued no, pointing to the still-mostly untapped growth opportunity for flavored tequila, and the fact that drinkers who’ve traded up to 100% agave spirits will resist trading back down to mixto on account of it tasting more like shit than comparably priced vodka d’garbage.

Which, fine, but I actually think we’re living through tequila’s Tito’s moment already.

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 David Infante
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share