Tequila Overtakes Gin as the UK's Favourite Warm-Weather Spirit
For many Britons, a crisp gin and tonic has long been the quintessential summer refreshment. However, new consumer data reveals a significant shift: tequila has now surpassed gin as the preferred warm-weather spirit in the United Kingdom for the very first time. This transformation is reshaping pub and bar menus across the nation, with classic lime margaritas increasingly gracing tables instead of traditional gin and vodka favourites.
Sales Soar as Tequila Experiences a Major Glow-Up
The Marks & Spencer summer trends report highlights tequila as the retailer's hottest spirit, with sales skyrocketing by an impressive 50% year on year. Margarita sales have jumped a staggering 75%, cementing tequila's status as one of the most sought-after spirits this summer. This surge coincides with the 40th anniversary of high street canned cocktails, a market M&S pioneered with its "gin in a tin" in 1986. To capitalize on tequila's rising popularity, M&S is launching a canned tequila and tonic and introducing a new range of premium "sipping tequilas" for the first time this season.
Celebrity Influence and Changing Drinking Habits
Publicans and bar owners nationwide are witnessing the tequila boom firsthand. George Pell, owner of The Suffolk in Aldeburgh, notes that their sea buckthorn margarita is currently the top-selling cocktail. "There's certainly been a shift in drinking habits: people are consuming less overall, but when they do, they're opting for higher-quality options," Pell explains. He attributes part of this trend to celebrity-backed brands like George Clooney's Casamigos, which have encouraged more consumers to explore tequila.
At The Mariners in Rock, Cornwall, operations director Joe Rozier reports that their spicy yuzu margarita is outselling other cocktails by a wide margin. "In March alone, we sold more than double the number of spicy yuzu margaritas as elderflower gin fizzes," Rozier states, highlighting the traditional strength of gin now being challenged. He also observes strong demand for simpler tequila serves, such as tequila with lime and soda or ginger beer, with expectations for sales to climb significantly as summer progresses.
The Rise of Tequila-Based Cocktails and Market Growth
Spicy margaritas, a piquant twist on the classic tequila, lime, and triple sec cocktail, have taken the UK by storm in recent years. This has led many to order tequila and tonic instead of the classic G&T. The popularity of canned cocktails, such as the Moth range and BuzzBallz with spicy margarita flavours, has further exposed consumers to easy-to-drink tequila-based options, accelerating the trend.
Simone Spagnilo, head of bars at Inception Group, which operates 15 venues in London, confirms that margaritas tie with espresso martinis as the most popular cocktail across their Mr Fogg's bars. "Tequila-based drinks can provide a slightly lighter alternative to a G&T when the weather is warmer," Spagnilo notes, also mentioning the growing popularity of the paloma, a blend of tequila, grapefruit soda, agave, and lime.
Import Growth and Comparative Popularity
While tequila has long been a staple in the United States, where it ranks as the second-most popular spirit after vodka, its rapid growth in the UK is notable. In a market traditionally dominated by gin and vodka, tequila is experiencing a remarkable ascent. Trade data from Volza indicates a 22% import growth between 2024 and 2025, underscoring its expanding presence in the British spirits landscape.
This shift marks a departure from past consumer trends, such as the 1980s canned cocktail lines from M&S that included snowballs, gin fizzes, and Harvey Wallbangers—offerings rarely seen today. As tequila continues to gain momentum, it is clear that the UK's summer drinking preferences are evolving, with this vibrant spirit now leading the way in warm-weather refreshment.
