A data profile of the people who buy, follow and care about Tequila in Mexico — modelled from more than twelve digital signal sources. Tequila has an estimated audience of 5,498,374 people in Mexico.
The average Tequila fan in Mexico is 34.0 years old, balanced, and lives primarily in Distrito Federal.
The audience is concentrated in Distrito Federal, State of Mexico, Jalisco.
Top brand affinities include Whisky, Vodka, Tequila, Jalisco, with strongest over-indexing on Whisky (1.58× the country average).
Demographically, the Tequila audience skews balanced with an average age of 34.0, and over-indexes on personality traits such as Tradition, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Tequila fan in Mexico is balanced, around 34.0 years old, with strong Tradition tendencies and a notable affinity for Whisky.
The key figures that characterise the Tequila profile in Mexico.
47.7% are female, 52.3% are male, average age 34.0.
| Metric | Value |
|---|---|
| Female | 47.7% |
| Male | 52.3% |
| Average age | 34.0 |
| Estimated audience size | 5,498,374 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 27% | |
| 30-39 | 21% | |
| 40-49 | 16% | |
| 50+ | 8% |
of the worldwide Tequila audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 40.1% |
| Mexico | 9.4% |
| Japan | 7.9% |
Where the Tequila audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Jalisco | ~1M | 2.49× | |
| 02 | Nayarit | ~90K | 1.64× | |
| 03 | Distrito Federal | ~1M | 1.50× | |
| 04 | State of Mexico | ~1M | 1.38× | |
| 05 | Guanajuato | ~400K | 1.35× | |
| 06 | Puebla | ~400K | 1.30× | |
| 07 | Hidalgo | ~200K | 1.16× | |
| 08 | Michoacan de Ocampo | ~200K | 1.14× | |
| 09 | Aguascalientes | ~80K | 1.10× | |
| 10 | Veracruz (state) | ~300K | 1.02× | |
| 11 | Chihuahua | ~200K | 1.01× | |
| 12 | Baja California Sur | ~40K | 1.01× | |
| 13 | Coahuila de Zaragoza | ~200K | 0.95× | |
| 14 | Morelos | ~90K | 0.92× | |
| 15 | Colima | ~30K | 0.89× | |
| 16 | Yucatan | ~100K | 0.88× | |
| 17 | Durango | ~70K | 0.88× | |
| 18 | Zacatecas | ~60K | 0.87× | |
| 19 | Chiapas | ~100K | 0.84× | |
| 20 | Nuevo Leon | ~300K | 0.81× | |
| 21 | Baja California | ~200K | 0.75× | |
| 22 | Guerrero | ~100K | 0.71× | |
| 23 | Campeche | ~30K | 0.71× | |
| 24 | Tamaulipas | ~100K | 0.59× | |
| 25 | Tlaxcala | ~30K | 0.55× | |
| 26 | Sinaloa | ~50K | 0.37× | |
| 27 | Oaxaca | ~40K | 0.27× |
The strongest cross-interests of the Tequila audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Geographical indications and traditional specialities in the European Union | Politics & Society | 2.14× | ||
| 02 | Don Julio | Food & Beverages | 2.04× | ||
| 03 | 1800 Tequila | Food & Beverages | 2.00× | ||
| 04 | Tequila Herradura | Food & Beverages | 1.99× | ||
| 05 | Jose Cuervo | Food & Beverages | 1.98× | ||
| 06 | Tequila, Jalisco | Travel & Leisure | 1.90× | ||
| 07 | Portland Timbers | Sports | 1.74× | ||
| 08 | Twin Peaks | Movies & TV | 1.71× | ||
| 09 | Vodka | Food & Beverages | 1.69× | ||
| 10 | Mezcal | Food & Beverages | 1.66× | ||
| 11 | Rum | Food & Beverages | 1.64× | ||
| 12 | San Miguel Brewery | Food & Beverages | 1.64× | ||
| 13 | Smirnoff | Food & Beverages | 1.62× | ||
| 14 | Johnnie Walker | Food & Beverages | 1.61× | ||
| 15 | Chivas Regal | Food & Beverages | 1.60× | ||
| 16 | Kate del Castillo | Movies & TV | 1.59× | ||
| 17 | Absolut Vodka | Food & Beverages | 1.59× | ||
| 18 | Whisky | Food & Beverages | 1.58× | ||
| 19 | Los Temerarios | Music & Radio | 1.57× | ||
| 20 | Blended whiskey | Food & Beverages | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.11× | |
| Indulgence | JOY | 1.09× | |
| Creativity | OPEN | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.90× | |
| Mindfulness | BALANCE | 0.91× | |
| Pet Ownership | JOY | 0.91× |
Tequila has an estimated audience of 5,498,374 people in Mexico, concentrated in Distrito Federal and State of Mexico.
47.7% of Tequila fans are female, 52.3% are male, with an average age of 34.0 years.
Tequila fans show strongest brand affinity for Whisky (1.58×), Vodka (1.69×), and Tequila, Jalisco (1.9×) over the country average.
Tequila fans in Mexico are most concentrated in Distrito Federal (reach ~1M), State of Mexico (reach ~1M), and Jalisco (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Tequila itself, the audience over-indexes on Vodka (1.69×), Tequila, Jalisco (1.9×), Rum (1.64×), and Mezcal (1.66×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico who actively search for Tequila. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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