Margaritas Are Up. Alcohol Is Down. The Math Is Mathing.

Something funny is happening in American drinking culture.

Margaritas are everywhere. They've been the most-ordered cocktail in the country for years running. Tequila is now one of the largest and fastest-growing spirit categories in the US. There are entire restaurants whose business model is, essentially, "we make margaritas."

And at the same time? People are drinking less alcohol than they have in decades.

Gen Z drinks significantly less than Millennials did at the same age. Millennials drink less than Gen X. Dry January isn't a fringe wellness thing anymore - it's a category. "Sober curious" went from TikTok term to magazine cover story to full-blown lifestyle. The non-alcoholic beverage aisle is one of the fastest-growing sections of the entire grocery store.

Two things that shouldn't be true at the same time. Both are.

So what's actually going on?

People aren't drinking less because they hate fun.
They're drinking less because they figured something out.

The hangovers aren't worth it. The 3 a.m. anxiety isn't worth it. The lost Sundays aren't worth it. The blurry conversations and the day-after regret and the slow creeping sense that maybe, just maybe, they could feel better than this.

What they don't want to give up is the ritual. The cold glass in your hand. The salt rim. The clink of ice. The way a great drink anchors a great night. The ceremony of "let's get one."

That's what they're keeping. Everything else is on the chopping block.

The margarita is the perfect drink for this moment.
It's flavor-forward. It's unapologetically a cocktail - not a wellness shot, not a kombucha, not a creepy mushroom tonic. It's bright, salty, and a little bit dangerous-looking, even when it's not.

It's also the rare cocktail that translates beautifully without alcohol. A margarita is lime, salt, sweetness, and structure. The tequila adds heat - but the soul of the drink is the citrus. Strip the booze and you've still got everything that made you order it in the first place.

Which is exactly why it makes sense that the margarita is winning at the same time alcohol is losing. People want the drink. They're just rethinking the proof.

Cinco de Mayo is where it all collides.
May 5th is one of the biggest cocktail occasions on the American calendar. It rivals New Year's Eve for tequila pours. The country drinks an absurd number of margaritas in a single 24-hour stretch.

This year, a lot of those margaritas won't have any alcohol in them. And the people drinking them won't be missing a thing.

That's not a compromise. That's the whole point.

Make it Dos.
We're celebrating Cinco the only way we know how - by giving you twice as many margaritas.

For the first time ever, we're doing buy one, get one free on our Margarita 4-packs. Variety Pack, Mango Margarita, Paloma - all in. In stores now. Limited time.

SIGN UP NOW TO REDEEM THE OFFER.

The math is mathing. Show up clear, show up loud, show up Free AF.

[Find a store →]