Global tequila sales have been rising since 2004 in impressive numbers, with nearly 32.2 million 9-liter cases sold last year––a two percent growth over the previous year––and it remains most popular with the age group from 24 to 34, which has otherwise shown a decline in the consumption of many other spirits. The U.S. is the top importer; and José Cuervo is the top seller.

The majority of the tequila is still consumed in cocktails, with bartenders coming up with endless variations on the margarita while creating wholly different drinks using the Mexican agave-based spirit.

But a lot of the interest is in the ever-growing premium bottlings for sipping that can cost as much as a single malt Scotch, with several enlisting celebrities as a promotional tool, including Carlos Santana for Casa Noble, George Clooney for Casamigos, Michael Jordan for Cincoro and Mark Wahlberg for Flecha Azul.

Since National Tequila Day (according to the industry) is coming up July 24, I had a good excuse to sample several of the new tequilas coming into the market, some from established producers, some brand new.

HERRADURA LEGEND($149). Made by one of the oldest tequila distilleries still in operation today, founded in 1879, made from 100% blue agave is naturally fermented and matured for 12-14 months in heavily charred American White Oak barrels, which softens the flavor and bite of this añejo, at 40% alcohol. Since introduction in 2020 it’s won a good number of awards I’ve seen this bottle, with a $149 SRP for as low as $85 on line.

CHICAS DIVERTIDES REPOSADO ($90). Here’s a celebrity tequila with a snappy video on its website from Megan Three Stallion, which she says is to be “shared and savoured with your hotties.” Whatever. It is a single source reposado made by Casa Centinela in Jalisco from 100% Blue Weber agave and has a pleasantly caramelized undertone and spiciness with notes of vanilla. Pretty gift-giving bottle.

CAPE HORN BLANCO ($50). All these new tequila have back stories, and Cape Horn’s is that it is made by Navy rescue swimmer Taylor Grieger, who sailed around Cape Horn to “shed light on the invisible battles Veterans and First Responders face with PTSD, a struggle he experienced firsthand,” told in the documentary Hell or High Seas, as part of the Skeleton Crew Adventures nonprofit offering free adventure therapy to help Veterans and first responders heal. Profits from Cape Horn Tequila help support Skeleton Crew’s work to end Veteran suicide. Until now it’s only been available for purchase online and in select Texas locations but is no sold in 24 states. It is made in small batches at 40% alcohol, and the blanco (they also make reposado and añejo) has a fine citrusy, peppery flavor and comes in a handsome rectangular bottle.

PARTIDA AÑEJO ($54). This tequila ages for 18 months in ex-bourbon barrels, giving it a smooth but intense taste. Even more so, distiller José Valdez makes a FINO AÑEJO ($145), aged five more months in ex-single malt, sherry-seasoned casks, giving it a deeper, slightly sweeter flavor, with 45% alcohol. Things get more complex––and a lot pricier­­––with Partida’s EXTRA AÑEJO ELEGANTE ($400), a deep amber Grand Reserva tequila aged for a minimum of 48 months. With a fine toasty quality for sipping, not mixing.

THE LOST EXPLORER TEQUILA BLANCO ($50). Renowned tequila master Enrique de Colsa’s inaugural bottling made in small batches “made with the rhythm of nature” at the El Magnífico distillery in the Valles region near El Arenal, Jalisco. No additives are used, it is double-distilled and produced in collaboration with local farmers, using regenerative harvesting practices. The agave is grown for 8-12 years till at its ripe peak. It is 40% alcohol. It makes a superior margarita, with some pineapple notes.