Investopedia·2025-12-04 23:10Core Insights - Sales of high-end tequila, particularly brands like Don Julio and Casamigos, have softened as consumers are opting for less expensive alternatives amid economic concerns [1][5][6] - The spirits industry is witnessing a significant decline in the sales of bottles priced at $100 or more, with an 18% drop reported in the last three months [3][8] - Consumers are increasingly "trading down" to more affordable options, indicating a shift in purchasing behavior due to economic pressures rather than health concerns [4][6][10] Industry Trends - The demand for premium spirits has decreased, with consumers prioritizing budget-friendly options as inflation and job market uncertainties loom [2][4] - Diageo's "super premium" tequila brands have experienced weakened sales, reflecting a broader trend in the spirits market [5][6] - The competitive landscape of the tequila category has intensified, leading consumers to consider alternatives like Astral, which is priced lower than traditional high-end brands [6][8]