Tequila has officially claimed its place at the top of the American spirits scene. In 2023, it surpassed whiskey in popularity, and by 2024, it overtook vodka to become the nation’s fastest-growing liquor. More than half of bars across the country – 54 percent – reported that tequila outsold every other spirit last year. Looking ahead, nearly two-thirds say they’re betting even bigger on agave in 2025.
The trend is especially alive in Arizona, where tequila demand continues to surge. In the Grand Canyon State alone, 1.1 million nine-liter cases are sold annually, marking a clear shift in consumer preference toward the complexity and versatility of agave spirits.
Elvira’s DC Ranch is embracing the movement head-on. This upscale Scottsdale eatery will begin opening on Tuesdays for the first time, kicking off with a special event on September 30: a one-night-only Tequila Ocho Dinner. Priced at $95, the four-course menu features a lineup of seafood starters, mesquite-grilled entrées, and a rich dulce de leche flan to finish – all paired with tequila from the Tequila Ocho portfolio.
At the forefront of this celebration is Executive Chef Chris George, who’s on a mission to elevate tequila beyond its party-shot past and into the realm of serious flavor storytelling. For George, tequila is not just a spirit, it’s a narrative of craftsmanship, terroir, and sensory depth.
Part of the evening’s experience will be George’s insights into what he calls tequila’s “glow-up.” Far from the frozen margaritas of spring break, today’s premium tequilas rival fine whiskey or wine in nuance. George will offer insider tips on how to identify quality tequila and why you should never serve it ice-cold.
Instead, diners will learn to “kiss the tequila,” a method that lets you experience each note, from citrus and vanilla to earth and smoke. And when it comes to food pairings, George is turning assumptions on their head: rich, spice-laced dishes like mole don’t overwhelm tequila; they enhance it, particularly when matched with aged varieties like añejo or reposado. As tequila continues to rise, Elvira’s DC Ranch is carving out a space where it becomes an experience. Learn more at elvirasdcranch.com.
