Pernod Ricard’s Olmeca Tequila has reached a significant milestone – surpassing one million cases sold globally for the first time in the brand’s history. This landmark achievement not only marks Olmeca as the #2 premium tequila brand worldwide (excluding the US and Mexico)[1], but also makes it the first Pernod Ricard tequila to cross the coveted million case threshold.
The accomplishment follows several years of exceptional growth, with Olmeca posting an impressive +17% average annual increase since 2021. The brand’s momentum continues to build across key emerging tequila markets – from China and Turkey to Colombia, South Africa, and across the African continent – where Olmeca’s bold positioning and vibrant spirit are striking a chord with the next generation of tequila drinkers.
“Reaching one million cases is more than a volume milestone – it’s a testament to the strength of the Olmeca brand and the unwavering commitment of our global teams and partners,” says Daniela Via, VP Marketing & S&R at House of Tequila – Pernod Ricard. “From the heart of Los Altos de Jalisco in Mexico to the back bars in Johannesburg and Beijing, Olmeca is bringing quality, energy, and accessibility to markets that have long been underserved. Its uninterrupted growth is reflective of the wider, global trend towards Premium Tequila.”
While super and ultra-premium expressions often dominate headlines, it’s the premium segment that drives scale. Between 2019 and 2024, the segment delivered +58% of volume gains and +41% of value growth for the category beyond the US and Mexico, underscoring its critical role in tequila’s global expansion.
“Premium tequila is an important gateway for consumers discovering the category,” Via adds. “As one of the leading brands globally, Olmeca has opened the door to high-quality, accessible tequila, welcoming curious newcomers. It’s where discovery begins – with distinctive flavour, lively character, and a deep respect for its Mexican roots.”
Olmeca’s success reflects a focused brand strategy, brought to life through standout initiatives – from the range’s bold bottle redesign in 2021 to the launch of indulgent Olmeca Chocolate, and the brand’s recent limited-edition bottles inspired by traditional Zapotec art. These efforts have been supported by a wave of high-impact on- and off-trade activations.
With refreshed packaging, a dynamic focus on shots and shot-tails, and marketing targeted at next-gen tequila fans, Olmeca has cemented its position as a tequila that is both deeply rooted in Mexican heritage and commercially relevant across both established and emerging global markets.
Distilled in the heart of Jalisco, Olmeca’s award-winning portfolio – including Silver, Gold, Reposado, and Chocolate – is crafted to deliver character, connection, and a confident expression of contemporary Mexican culture.
[1] IWSR 2024