The CEO of Ghost Tequila, Jeff Popkin, said in an interview that spicy flavour is a major trend. He points out that Ghost Tequila is mainly consumed in bars and restaurants, where the product has enjoyed some success.
However, inflation has had an impact on consumer habits, with consumers spending less outside the home.
Despite this, sales of Ghost Tequila are on the rise, and tequila has become the best-selling spirits category, overtaking vodka, whisky and rum.
Popkin adds that the sector is being impacted by the trend towards moderation and initiatives such as January Dry. The company is aligning itself with this trend by offering products at low prices to encourage consumption.
Finally, he points out that the price of agave, the main ingredient in tequila, is falling, which is benefiting the industry. The CEO concludes with an announcement, he plans to develop a range of spicy margaritas to match the growing demand for spicy drinks.
Bloomberg TV provided by MT Newswires
