National Tequila Day: Deals plus why more women are taking a shot at the industry

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Tequila remains a spirit on the rise. Could women's taste for tequila be helping continue its two-decade climb?

Of course, women aren't strangers to tequila. Some well-known examples: Miranda Lambert sang its praises in her 2019 song "Tequila Does" and Kendall Jenner launched her 818 Tequila brand in 2021.

While there's no new survey suggesting more women are drinking tequila – as we prepare to sip and celebrate National Tequila Day on Thursday, July 24 – there's plenty of evidence to support the claim, especially with a woman's touch coming to more tequila brands.

"Every woman we know drinks tequila," Shivam Mallick Shah and Lindsey Davis Stover, two of the three co-founders of 1953 Tequila, told Paste BN. They started 1953 Tequila in winter 2020 and in October 2023 launched their first product, an ultra-premium añejo tequila crafted by a female distiller at a woman-owned distillery with agave sourced from a women-owned farm.

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"Tequila is the number one spirit for women, yet if you look at the market, so many brands are marketed towards men," said actress Eva Longoria, who in addition to directing the film "Flamin' Hot," is co-founder of Casa Del Sol tequila, in a recent interview with luxury lifestyle and travel blog The Pursuitist.

The women-run brand, launched in 2021, is about "more than just selling tequila," Longoria said. "I want to uplift the women behind it and disrupt the industry with a fresh perspective."

Tequila sales outpacing other spirits

A thirst for tequila continues to drive ever-higher sales and volumes in the U.S. Tequila sales have risen about 6% over the past 12 months, according to research firm NIQ, based on its sales tracking in U.S. supermarkets, drug stores, mass-merchandise stores, convenience stores and liquor stores for the 52-week period ending July 12, 2025.

Meanwhile, sales of all other spirits including whiskey, vodka and gin, have been declining. Beyond tequila, the only other spirits category to see steady increases has been spirits-based ready-to-drink cocktails, up nearly 18% the first half of 2025, according to NIQ.

Women's uptick in tequila consumption is a factor "that I have heard cited as a driving factor for the widespread and consistent growth that the category has experienced," said Dave Williams, president of Bump Williams Consulting of Shelton, Connecticut, which services the alcoholic beverage industry.

What is happening is that some consumers are shifting from other spirits to tequila at times, Williams said, "which is keeping that category on an upward/stable trajectory in the short-term, but I do wonder about the long-term momentum once the shifting aspect of the growth runs out of steam."

Tequila is also the only spirit – other than ready-to-drink cocktails – to see an increase in volume (6.2%) sold over the past year, according to NIQ. In comparison, vodka declined 2.8% and whiskey fell 3.2% (those two spirits accounted for 19% and 18% of the spirits market share, while tequila grew to 17%).

National Tequila Day deals

Need a reason for a tequila tasting? Here are some specials for National Tequila Day on Thursday, July 24. Remember to check the social media accounts of your favorite local restaurants and bars for more deals.

• Chili's: On National Tequila Day, July 24, you can get the restaurant chain's Tequila Trifecta for just $5; the cocktail is made with three premium tequilas: el Jimador Silver, 1800 Reposado and Jose Cuervo Gold. Also on the menu: Patrón Frozen Margarita, the Flamingo Freeze and the Arctic Drift.

• Cuervo and CheapCaribbean Vacations: You could win the Ultimate Tequila Lover's Trip – a trip for two to visit Fábrica La Rojeña, the world's oldest tequila distillery, and vacation at Riu Palace Pacifico in Puerto Vallarta. Sign up by Aug. 22.
• Marcado 28: Get $5 off per bottle of the tequila brand co-founded by "Top Chef" season 6 winner Michael Voltaggio, through July 30. Use code NationalTequilaDay when you order online.

• Margaritas Mexican Restaurant and Watering Hole: The New Hampshire-headquartered restaurant chain has Don Julio tequila specials on July 24 including $5 Don Julio blanco shots, $7 Cadillac margaritas made with Don Julio reposado, and the $19.42 Don Julio 1942 margarita, made with its 1942 ultra-premium añejo tequila. (You can also get a free Don Julio hat with the purchase of a 1942 margarita, while supplies last.)

• Eddie Merlot’s: From 4 p.m. to 6:30 p.m. on July 24 get $5 off select cocktails such as the Spicy Pineapple Margarita, made with Flecha Azul Blanco Tequila, and the Prickly Pear Paloma, made with Teremana Blanco Tequila. (Some exclusions may apply.)
• Native Grill & Wings: You can get a Native Rita for $6.50. (Offer good for dine-in only and available at participating locations with valid ID.)
• Pantalones Organic Tequila: On July 24, get $2 off a "Filthy Paloma" made with Pantalones Organic Tequila Blanco, ruby red grapefruit, key lime juice, and a Tajin rim, at all Florida restaurants in Crabby Bill's Group including Crabby Bill's St. Pete, Jake's Coastal Cantina, and Monstah Lobstah. Also on that day in Las Vegas, Mas Por Favor Taqueria y Tequila will have Pantalones tequila specials at an open bar from 9-10 p.m.
• Sullivan’s Steakhouse: Get $5 off select cocktails including the Strawberry & Agave Fields made with LALO Blanco Tequila. (Some exclusions may apply. Check your local Sullivan’s Steakhouse for more details.)

• Taco Cabana: The San Antonio-headquartered Mexican-inspired food chain has $1.50 margaritas all day made with Casa Alta, a premium additive-free tequila. Customers in Texas can also compete in a statewide margarita recipe contest for a trip to Jalisco, Mexico, known as the birthplace of tequila. For more information go to the Taco Cabana website; enter by Aug. 10.
• Tacodeli: All day at the Texas-based restaurants, you can get $5 16-ounce margaritas.
• Tanteo: The tequila brand is offering free shipping (a $15-$20 value) on July 24. Use the code NTD2025.
• Tocaya Organica: Margaritas start at $6, beer at $3 and chips and salsa start at $2 from 3-6 p.m. on July 24.
• Via 313: All day on July 24 get Tommy's Margaritas for $5 at Colorado and Texas locations.

Women in tequila: A refined taste

Consumers have been willing to migrate to higher-end tequila purchases, Williams said. That's good news for 1953 Tequila because they think women will be willing to pay for quality.

Their initial tequila, ultra-premium priced at about $200 per bottle, is aged for 15 months in vintage American oak barrels previously used for bourbon. "We chose to focus on añejo and the idea of an additive-free sipping tequila because we wanted to present an elevated spirit that truly reflects the history, elegance, and authenticity of Mexico," Mallick Shah and Davis Stover said.

Along with fellow co-founder Alison Kiehl Friedman, the trio of Washington, D.C. area women bonded over tequila and – after Davis Stover read a Texas Monthly article about tequila – set out to create a women-focused company with a woman distiller and an agave farm run by four sisters.

"There wasn’t a single woman mentioned (in the article)," they said. "Through our initial research, it became clear that tequila is indeed a male-dominated industry that simply doesn’t reflect the diversity of the people who make or consume the product – we decided to change that."

1953 Tequila was included in a March 2024 Forbes story documenting the rise of "more women launching tequila brands" highlighting nine that are "not only owned and operated by women, but also prioritize the employment of women throughout the tequila-making process," wrote contributor Jillian Dara.

Other women in tequila include Tequila Casa Dragones founder and CEO Bertha González Nieves, who is also the first woman to be certified as a Maestra Tequilera by the Mexican Academy of Tequila Tasters, and Valor Bebidas founder and CEO Christiane Maertens.

In addition to Jenner and Longoria, other women celebrities with tequila brands include actress Shay Mitchell, a co-founder of tequila cocktail brand Onda, singer and actress Rita Ora, who is chief creative officer for Próspero tequila, and Hailee Steinfeld, co-founder of Angel Margarita ready-to-drink cocktails, which came to market in March.

Other women involved in tequila include Camila Alves McConaughey and Behati Prinsloo, who have each launched tequila brands with their husbands Matthew McConaughey (Pantalones Organic Tequila) and Adam Levine (Calirosa tequilas,), respectively.

Tequila cocktails, with the help of Kendall Jenner and Chris Stapleton

Speaking of Jenner, she teamed with country music star Chris Stapleton, who recently launched Traveller Whiskey, on a National Tequila Day cocktail.

“I’ve been a huge fan of Chris and his music for years now, so getting to team up for National Tequila Day was such an honor," she said in a statement. "We had the best time reimagining classic whiskey cocktails with 818 Tequila and Traveller Whiskey. The Calabasas Cowboy is a fun twist on a classic Gold Rush, and I hope everyone has as much fun making it at home as we did making it on set!”

Calabasas Cowboy

• 1 ounce 818 Tequila Reposado
• 1 ounce Traveller Whiskey
• 0.75 ounce lemon juice
• 0.5 ounce simple syrup
• lemon wheel

Combine all ingredients in a shaker with ice. Shake until frosty. Strain into a rocks glass. Garnish with lemon wheel.

You can make your own with a Calabasas Cowboy Cocktail Kit ($69.99) available at VistaWineSpirits beginning July 25; comes with both spirits, premium Viski glassware, a recipe card, and exclusive merch, while supplies last.

Bleeding Heart Margarita

• 2 ounces Marcado 28 Blanco Tequila
• 2 ounces fresh blood orange juice or blood orange purée
• 1 ounce fresh lime juice
• 3/4 ounce light agave nectar
• 10 cilantro leaves
• 1 slice Fresno chili plus 1 slice for garnish

In a mixing glass, muddle chili with cilantro, add remaining ingredients. Shake vigorously over ice and double strain into cocktail glass filled with ice. Garnish with slice of chili and a dehydrated blood orange slice.

Cazcanes No.7 Paloma 

• 2 oz Cazcanes No.7 Blanco
• .5 oz fresh lime juice
• Pinch of sea salt
• Ice
• Grapefruit soda (Squirt)
• Grapefruit slice for garnish and Tajin rim recipe

Rim the glass (optional): Rub a lime wedge around the rim of a highball glass and dip it in salt or Tajin. Add tequila, lime juice, and salt to the glass. Fill with ice. Top with grapefruit soda, about 4 oz or to taste. Stir and garnish with a grapefruit slice.

Tips on trying tequila

If you are interested in trying tequila, the pioneers at 1953 Tequila have some advice. "Today's premium, additive-free tequila is not the same as your college tequila," they said. Instead, it's meant to be "sipped like a bourbon or other fine spirit."

Some pointers:

• Take a look: Notice the color, viscosity and "legs" of the liquid. The color is typically a good indicator of how long the tequila has been aged, the type of barrel it has been aged in, and the presence of additives. Typically, an añejo tequila that is additive-free will have a golden amber or champagne color, whereas an extra añejo, which is aged longer will reasonably be darker. But a reposado, which is aged less but has a darker color, may indicate the use of color-enhancing additives. The viscosity and "legs" can be a further indicator of whether additives are used. Typically, additive-free tequila is full-bodied but not heavy and moves slowly down the glass.
• Take a whiff: Close your eyes and smell your glass with your nose at least three fingers above the liquid to detect the full depth and character of your tequila.
• Sip don't slam: Take a small first sip to open up your palate and then take a normal sip to fully appreciate the layered and nuanced taste of your premium sipping tequila.

This story has been updated to add new information.

Mike Snider is a national trending news reporter for Paste BN. You can follow him on Threads, Bluesky, X and email him at  mikegsnider  &  @mikegsnider.bsky.social  &  @mikesnider & msnider@usatoday.com

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