What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 64% → 71% | +7pp |
| Consideration | 36% → 46% | +10pp |
| Usage | 27% → 35% | +8pp |
| Preference | 12% → 17% | +5pp |
What's behind the growth
Cuervo brand buildings efforts have been focused on mainstream reach rather than chasing the premiumisation trend reshaping tequila. It's the Official Tequila of NASCAR, a multi-year deal putting Cuervo bars and branded activations at tracks like Daytona and Talladega throughout the season.
Alongside that, it keeps lighter, recurring retail moments in play too, including a Summer Fridays sweepstakes running through Labor Day.
Cuervo has also been explicit about the strategy, with leadership stating the priority is strengthening Tequila leadership through continued market volatility.
