A heat wave is hitting liquor shelves as spirit brands and ready-to-drink (RTD) cocktails aim to spice up sales with new fruit and hot pepper-driven flavors.
With spirit companies looking for new angles to recruit customers, many of them are pushing the boundaries of spicy flavors in recent years. The trend seems to be accelerating, with several releases landing in stores just in March. Those include Gran Malo, a spicy tamarind flavored shot brand, which was expanded in the U.S. by Spirit of Gallo after a successful launch in Southern California in 2024. Also made for the shot occasion, a release from Lo Siento came gunning for Fireball fans with Caliente, which spikes the label’s tequila with a spicy twist of cinnamon. Not to skip out on the party, the Captain also brought the heat to spring break shores with The Captain Morgan Sweet Chili Lime.
Spicy and hot pepper-inspired spirits is still a small segment, accounting for just 0.3% of total dollar sales for spirits in off-premise channels in the 52 weeks ending February 22, according to NIQ data compiled by 3Tier Beverages. But sales for the segment are growing, up 5% for the 13 weeks ending February 22.
Flavors look like anything from jalapeño pineapple or cucumber, to mango chili, ghost pepper, or spicy tamarind or watermelon. Tequila and prepared cocktails make up most dollars, accounting for more than two-thirds of total spicy spirits off-premise dollars for the 13 weeks. Prepared cocktails is the largest category among spicy products, accounting for 35.1% of spicy dollars, and tequila is a close second, with 34.5% of spicy dollars.
Trends for the spicy products differ greatly across categories, with spicy tequila (+22.5%), prepared cocktails (+6%), and non-alc (+149%) driving growth, according to 3Tier. However, tequila is the chief driver of the segment, accounting for 73% of growth dollars.
Many major brands have already made their play. Diageo, for example, scooped up infused tequila 21Seeds in 2022 and released – with some contention – Casamigos Jalapeño Tequila last year.
Fruity Flavors Picking Up
While flavored tequila has been a slow burn, some of the brands making gains are showcasing the power of tried and true Mexican street food and candy combinations involving sweet, fruity and spicy flavors.
Some of the biggest brands in the segment include Smirnoff Spicy Tamarind vodka, On The Rocks Jalapeno Pineapple margarita, and 21Seeds Cucumber Jalapeno.
Brands driving growth include Casamigos Jalapeno Blanco tequila, Buzzballz Chili Mango, and Ghost Spicy Reposado Tequila.
Innovation is fueling expansion in the spicy segment, with new products introduced over the past year accounting for approximately 40% of brands that are growing. As spirit suppliers look to recruit new audiences, they could be banking on the spicy-fruity flavors being more familiar or exciting to the most diverse generation.
“Flavors have always represented an opportunity to introduce consumers who are less amenable to spirits to the category; this remains the case, but the approach must differ to meet changing consumer expectations,” read a 2025 report from investment firm No Sleep Beverage. “The strategy for growing a flavored spirit is much the same as any other, and should emphasize owning an occasion or consumer needstate that has lasting power.”
The need for spicy tequila cocktails has had more staying power, at least so far. After tequila and prepared cocktails, vodka is the third largest category in the segment, but spicy vodka dollars declined 10.7% in the 13 weeks compared to last year. Spicy whiskey (-13.3%), rum (-15.8%), and cordials (-11.8%) are also declining.
“More Complex” Spice On The Rise
One of the original spicy tequilas on the U.S. market, Ghost Tequila, launched in 2016, and is now available across the U.S., and in 27 international markets. On-premise channels have driven sales, while its reposado, launched last year, has added more versatility for cocktails beyond margaritas, according to David Gordon, CEO and co-founder. Gordon has seen fruit and spice-based cocktails picking up, like creative blackberry basil margaritas and mango-based drinks.
“That sweet and spicy component is not only helping us but becoming more of a trend,” he said.
Still, some on-premise operators opt to explore different methods to add heat, illustrating the push for more complex flavors. Bar lead John Gibian of San Diego’s The Lion’s Share has infused various spirits with peppers in-house, and in his cocktail “Cheeto Fingers” uses kitchen byproduct, adding fermented fresno pepper juice to tamarind-infused mezcal, cucumber and lime.
Other options are also on his bar shelf, he added. Those include tinctures such as Scrappy’s Firewater Habanero or Bitterman’s Hellfire Bitters Spirits, and liqueurs such as St.George Green Chile Vodka, Ancho Reyes & Verde, and a soon to be released chili and citrus product from San Francisco amaro distillery Brucato.
“Spicy cocktails are more popular than ever,” Gibian said. “With shows like Hot Ones booming and palates becoming more refined, better, more complex spice is also on the rise.”