Middle East & Africa Tequila Market Outlook, 2028

The rising popularity of cocktails and mixology has influenced the tequila market in the Middle East and Africa. Bartenders and mixologists are experimenting with tequila-based cocktails, creating unique and innovative recipes that cater to local tastes. This trend has not only increased tequila consumption but also opened opportunities for tequila brands to collaborate with bars, restaurants, and events to promote their products. The tequila market in the Middle East and Africa has been driven by factors such as increasing disposable income, urbanization, changing consumer preferences, and a growing interest in Mexican spirits. Consumers in these regions are becoming more open to trying different types of tequila and exploring premium offerings. Tequila consumption in the Middle East and Africa is primarily driven by urban areas and emerging nightlife cultures. Major cities in countries like the United Arab Emirates, Saudi Arabia, South Africa, and Nigeria have seen a rise in the popularity of tequila, particularly among young adults and the middle class. The consumption of tequila is often associated with socializing, nightlife, and trendy bars and restaurants. Cultural considerations and regulations influence the tequila market in the Middle East and Africa. For example, in predominantly Muslim countries, tequila brands may need to adhere to halal certification requirements to cater to the local market. Additionally, cultural preferences and drinking habits impact consumer choices, marketing strategies, and the availability of tequila in different regions. In the Middle East, countries such as the United Arab Emirates, Lebanon, and Saudi Arabia have witnessed a rising demand for tequila. The trend of luxury and nightlife in major cities has also contributed to the demand for tequila. In Africa, tequila has been gaining traction, particularly in countries like South Africa, Nigeria, and Kenya. The rise in urbanization, a burgeoning middle class, and an expanding nightlife culture have played a significant role in the increased consumption of tequila.

According to the research report, “Middle East & Africa Tequila Market Outlook, 2028” published by Bonafide Research, The Middle East and Africa Tequila market is projected to reach market size more than USD 167.31 Million by 2028. The Middle East and Africa tequila market presents some unique characteristics and opportunities compared to other regions. A few notable aspects are Cultural Adaptation, Halal Certification, Premiumization and Luxury, Tourism and Duty-Free, Cocktail Culture and Mixology. There are some events and government engagement play a role in shaping the tequila market in Middle East & Africa regions. Events like Trade Shows and Exhibitions., Festivals and Celebrations, Mixology Competitions and Events. Government Engagement includes Import Regulations and Licensing, Taxation and Excise Duties, Marketing and Advertising Regulations, Collaborations and Partnerships. The popularity of different tequila types and some well-known brands in the market. Such as Blanco Tequila, Reposado Tequila, Añejo Tequila. In addition to the traditional categories, the tequila market also offers variations such as Extra Añejo, which is aged for more than three years, and flavored tequilas infused with ingredients like fruit or herbs. These specialty tequilas cater to niche markets and specific consumer preferences. However, some well-known tequila brands that have gained recognition in these markets include Jose Cuervo, Patrón, Don Julio, Herradura], Sauzal, El Jimador, Casamigos, Clase Azul, Avión, 1800 Tequila.

The tequila market in a few countries in the Middle East and Africa region are differ with the preferences and culture. The United Arab Emirates (UAE) has a well-developed market for imported spirits, including tequila. Dubai, in particular, is known for its vibrant nightlife and luxury hospitality industry, which attracts a diverse range of alcoholic beverages. Tequila can be found in upscale hotels, bars, and specialty liquor stores catering to a cosmopolitan clientele. South Africa has a relatively mature and diverse alcoholic beverage market, including a wide range of spirits. While tequila is not as popular as other spirits like whiskey, vodka, and rum, it is available in some liquor stores and bars, primarily in major cities like Johannesburg and Cape Town. Imported tequilas can be found in upscale establishments that cater to international spirits. The market for tequila, including its grading categories, may be relatively limited compared to other spirits more popular in these regions. However, if tequila is available, it may be categorized based on its quality and price range, including Value Grade category typically includes tequilas that are more affordable and targeted towards budget-conscious consumers. These tequilas may be mass-produced and offer a standard quality without extensive aging or complex flavor profiles. Premium tequilas are of higher quality compared to value-grade tequilas. They may be made from better-quality agave plants and undergo more meticulous production processes. These tequilas may have smoother flavors and may be aged for a moderate period to enhance their characteristics. High-End Premium Grade represents tequilas that are considered even higher in quality and price compared to premium tequilas. They are often made from premium agave plants and produced with great attention to detail. These tequilas may undergo longer aging periods in oak barrels, resulting in more complex flavors and smoother finishes. Super Premium Grade tequilas are at the top tier in terms of quality and price. They are often produced from carefully selected agave plants and undergo extensive aging in high-quality barrels. These tequilas are known for their exceptional flavors, nuanced profiles, and luxurious experiences.

Several factors influence the consumption patterns of tequila grades in the Middle East and Africa, including disposable income, cultural preferences, and market maturity. As the region continues to experience economic growth and increasing urbanization, consumer preferences and purchasing power may evolve, leading to a potential shift towards higher-end tequila grades. In the Middle East and Africa tequila market, tequila is typically distributed through two main channels, off-trade and on-trade. The off-trade distribution channel refers to the retail sector where tequila is sold for consumption at home. This includes various retail outlets such as supermarkets, liquor stores, duty-free shops, and online platforms. Off-trade channels are crucial for reaching a wider consumer base and catering to individuals who prefer to purchase tequila for personal consumption or gifting purposes. The on-trade distribution channel comprises establishments where tequila is consumed on-premises, such as bars, nightclubs, restaurants, hotels, and lounges. On-trade channels provide opportunities for tequila brands to create brand awareness, showcase their products, and engage directly with consumers through tastings, promotions, and specialty tequila cocktails. The on-trade sector plays a significant role in introducing tequila to consumers and influencing their preferences. Factors Influencing Distribution Channels are Cultural Preferences, Tourism and Hospitality Industry, Regulatory Environment, Consumer Behavior and Preferences. Consumer preferences, lifestyle choices, and convenience play a role in determining the demand for off-trade or on-trade channels.

Considered in this report



• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East & Africa Tequila Market with its value and forecast along with its segments
• Country-wise Tequila Market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• UAE
• Saudi Arabia
• South Africa

By Type

• Blanco
• Reposado
• Anejo
• Others

By Grade

• Value
• Premium
• High - End Premium
• Super Premium


By Distribution Channel

• Off-Trade
• On-Trade


By off-trade Distribution Channel

• Supermarkets and Hypermarkets
• Discount Stores
• Online Stores
• Others


By On-trade Distribution Channel

• Restaurants and Bars
• Liquor Stores
• Others

The approach of the report

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Artificial Lawn industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.