Monday is designated National Tequila Day. But lately, tequila has been having its day regularly in the U.S.
The spirit, made from Weber blue agave plant in certain parts of Mexico, has been on the rise over the past several years, with U.S. sales up 7.3% in 2022, and up 6% so far this year, according to Bump Williams Consulting of Shelton, Connecticut, which services the alcoholic beverage industry and uses NielsenIQ data.
Canned cocktails such as Jose Cuervo Sparkling Margaritas and tequila-infused seltzers from popular brands such as High Noon and Topo Chico have become the latest go-to in the surging ready-to-drink category, too.
So, why not celebrate with a National Tequila Day, even if there's no historical significance to the date.
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If there's a National Tequila Day parade, well, its grand marshal would likely be Sammy Hagar.
The Red Rocker and one-time Van Halen lead singer founded Cabo Wabo tequila in the late '90s and sold it to the Campari Group for nearly $100 million a decade later. Then, in 2017, Hagar brought to market Santo Mezquila, an 80-proof blend of mezcal and tequila (tequila is actually a type of mezcal made from blue agave).
Since then, Hagar has expanded the Santo lineup with a blanco tequila in 2019, then two years later, a reposado aged four to five months in American oak bourbon barrels. He and partner celebrity chef Guy Fieri have also just brought to market a Santo Tequila Añejo ($74.98), which is aged 24 months.
Tequila has "grown so big because so many people can tolerate it now," Hagar told USA TODAY. And, there's the margarita, of course. "A great handmade margarita, it's the best drink on the planet."
The super-hot premium tequila trend has fueled in part by celebrity brands, which Hagar says that does get consumers to try tequila.
He says some brands use additives such as sugar and coconut flavors "to make it taste better. … We make real tequila and it should be additive-free." Consumers' palates are changing and that's driving the thirst for tequila – and quality will ultimately win out, he says. "But everybody has to start somewhere," Hagar said.
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For your National Tequila Day observance, here are some deals, recipes and drinks to try.
For National Tequila Day, you can get complimentary shipping with code DRAGONES at casadragones.com.
The Austin-headquartered Tex-Mex restaurant chain Chuy's has drink specials all day Monday including $5 top shelf tequila, $1 floaters to top off your drink, a limited time frozen raspberry margarita and $5 chips 'n' dips from 3-6 p.m.
Drop into your favorite TGI Fridays for some special tequila cocktails including a Dragon Fruit Margarita or opt for a $4 Tequila Sunrise. There's also a selection of other $4 cocktails, $2 beers and $5 wines. And when you dine-in, you can get $3 off any appetizer and get free chips and salsa.
One of the latest ready-to-drink cocktails is Dad Water, from the Indiana start-up that launched Mom Water, a line of non-carbonated fruity vodka drinks in 2019. Dad Water has several flavors: Lime & Tequila, Grapefruit & Tequila, Blood Orange & Tequila, and Pineapple Jalapeno & Tequila. Each 12-ounce can ($19.99, 8-can variety pack) weighs in with 5.25% alcohol by volume, 100 calories with no carbonation, carbs or sugar.
You can get $3 frozen margaritas all day Monday at the three Illinois restaurants.
Keep the tequila celebration going into the week at La Barca Cantina, the New York City cruising Mexican restaurant. Get $10 margaritas and half off tequila flights Tuesday to Thursday this week. Cruises start at 4 p.m., 6 p.m. and 8 p.m.
The Arizona-based restaurant chain, which claims to be have founded the chimichanga, has $7 margarita flights on Monday.
If you can't celebrate Monday, Margaritas has you covered through Sunday with $2 upgrades to Casamigos Blanco tequila – it's the brand George Clooney and friends sold in 2017 for up to $1 billion. Haven't tried all of Casamigos' tequilas? Margaritas has $16 tequila flights as a special, too.
A fairly new line of canned cocktails, MARGS ($12.99, four-pack) tout only natural base ingredients: premium tequila, triple sec, sparkling water, and 5-6 grams of cane sugar. Margarita flavors include classic, mango, mezcal, spicy and coconut.
The South Florida restaurants will be pouring $8.88 margaritas on Monday and Tuesday. That's in addition to daily happy hour session of 3-6 p.m. and all-day specials for Taco Tuesday.
The Dallas-headquartered Mexican casual dining chain is serving up $5.99 house margaritas and $9.99 Marky Margs, made with "Marky Marg," featuring Mark Wahlberg's Flecha Azul Tequila. Also available: $1.29 Meltdowns (a shot of your favorite tequila or liqueur added to your drink, plus ½ off appetizers all day.
Get a margarita made your way – house, spicy or frozen – for $6 all day on Monday at the East Peoria, Illinois restaurant.
This Arizona restaurant chain on Monday has half off all margaritas including its limited-time mango margarita.
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Get a bucket of Epic Western canned tequila cocktails, a $50 value for $35, at this regional Texas restaurant chain.
Maroon 5 frontman Adam Levine his wife Behati Prinsloo invested in the Real family distillery in Jalisco, Mexico and brought to market Calirosa tequilas, which are aged in California red wine barrels. Here's a timely recipe from the distiller.
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The first time you taste a tequila, "I like to put a little touch of salt on the end of my tongue ... just to clear your palate because if you've been chewing gum or you've eaten pizza or whatever. Unless you've been eating chips and salsa, which is cool. Then you don't need it," Hagar said. "So you can really taste the tequila properly. Salt first, then I never do it again. I like salt on a margarita but not a lot."
A tip to change up your margarita: Always use a blanco tequila. And try adding a splash of tangerine juice into your margarita shaker or a slice of orange peel. And, of course, some Santo Mezquila. "Mezcal goes much better with orange, in my opinion, than lime," says Hagar, who also has Sammy's Beach Bar Rum and Sammy’s Beach Bar Cocktail canned cocktails.
Kendall Jenner and her mom, Kris Jenner recently posted a cocktail making video in preparation for National Tequila Day, creating new twists on cocktails – the Cosmopolitan, the Tom Collins and the Old Fashioned – using Kendall Jenner's 818 Tequila. Limited edition cocktail kits are available on ReserveBar.com.
If you can't get a cocktail kit, here's a recipe from 818 Tequila to try your own reimagining of a classic cocktail:
818 Tequila Cosmopolitan
Pour tequila, orange liqueur, lime juice and cranberry syrup into a shaker with ice and shake until well chilled. Strain into a chilled martini glass. Garnish with lime.
Just now hitting stores, Cazadores Café is a tequila-based coffee liqueur made with Cazadores Blanco tequila, coffee and agave nectar. It can be sipped straight over ice or in cocktails such as an espresso martini.
Chef José Andrés is as well-known for his humanitarian efforts with World Central Kitchen as he is as a restaurateur. But you can get a special margarita for National Tequila Day at his restaurants including Jaleo at Disney Springs in Orlando, Florida, China Poblano in Las Vegas, and Oyamel Cocina Mexicana in Washington, D.C. Can’t make it to one, try upping your mixology game and making it at home.
Salt Air Margarita
Fill a cocktail shaker with ice, tequila, Cointreau, and lime juice and shake well. Strain into a chilled margarita glass or coupe. Top with a good spoonful of the salt air and serve immediately.
Salt Air recipe
Combine the water and Sucro in a small saucepan and heat over low heat, whisking constantly to activate the Sucro until the mixture just starts to bubble. Remove from the heat and let cool. Add the lime juice and salt to the Sucro mixture and blend with an immersion blender until the whole mixture is foamy. The salt air can be used immediately or stored in an airtight container in the refrigerator for up to 3 days.
Here's a National Tequila Day cocktail that mixes something aged and something fresh. The Sandia Fresca is made with Herradura Ultra, an añejo tequila aged up to four years, and freshly squeezed watermelon juice.
Sandia Fresca
Combine all ingredients and shake with ice to chill. Pour into a rock glass and garnish with a peel of watermelon.
Since hitting the market in 2020, Lobos 1707 Tequila has gained some big name partners including LeBron James, Drake, Lindsay Vonn, Issa Rae, Draymond Green and Arnold Schwarzenegger.
Here's a recipe for the Lobos 1707 Tequila: “Lobos Colada”
Combine all ingredients in a cocktail shaker, shake for 10 seconds, fill a glass with pebble or crushed ice, pour into a glass with ice, garnish with grated nutmeg, pineapple leaf & pineapple slice (dehydrated or fresh).
The "Black Adam" actor started Teremana in 2020. The brand posted this Mango Margarita add a few days ago.
The paloma is often overlooked in favor of the more popular margarita. But Cincoro Tequila, the premium tequila brand launched in 2019 by Michael Jordan, Los Angeles Lakers owner Jeannie Buss and several other NBA execs, is delivering an assist on National Tequila Day.
Cincoro Paloma Spritz
Combine first five ingredients, stir and serve over ice in a long stemmed wine glass. Top with prosecco and garnish with an orange peel or a grapefruit slice.
Gopuff delivery and JAJA Tequila have teamed up on an over-the-top margarita called the Taquito-rita, made with Delimex Taquitos. You can have the ingredients delivered. If you are in New York, you can order the drink at the Refinery Rooftop from 5-7 p.m. ET. If you want to be an amateur mixologist and try this at home, the recipe, which includes sour cream foam, can be found here.
In a tajin-rimmed Collins glass, pour in 1.5 oz of 1800 Cucumber & Jalapeño Tequila. Fill the glass with ice and top with soda water. Quick stir to incorporate ingredients. Garnish with a lime wheel and jalapeño slice.
Follow Mike Snider on Twitter: @mikesnider.
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