SEGMENT REVIEW · SEP 2026
High proof: the segment changes hands
Growth held through a category decline, then changed hands. The majors moved in, the proof settled at 100, and the price came down.
$26.8M
L52W · +5.3% YOY
+72%
100-PROOF DOLLARS
78%
AF SHARE, WAS 88%
27 PAGES 11 FIGURES TEQUILA
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