Why Añejo Tequila Sales Surge Before Christmas, According to Jay Baer

In a recent LinkedIn post, Jay Baer discusses a recurring holiday spike in añejo tequila purchases and what it may mean for brands planning seasonal sales. The post reports figures from data analysis by Dave Wiley, Baer’s head of data, and connects the trend to gifting and holiday gatherings. This article covers Baer’s observations and recommendations; it is not written by him.

“In the week before Christmas, Americans buy 2.3 times as much añejo tequila as they do in an average week.”

A seasonal surge with a consistent pattern

According to Baer, the increase has appeared in each of the past three holiday seasons. He also reports that December accounts for more than 12% of annual spending on añejo, compared with about 8.5% in a typical month. The figures suggest a concentrated sales window for the aged tequila category, though the post does not specify the underlying data source or whether the pattern applies equally across brands and markets.

Baer attributes the seasonal demand to gifting and parties. In his view, añejo is more often purchased to give to someone else than as a bottle for personal use. That distinction frames the holiday opportunity around buyers choosing a present or something to bring to a gathering.

“Añejo is the tequila you hand someone, more than it’s the one you buy for yourself.”

Planning for a short retail window

Baer argues that brands should treat aged expressions as seasonal products with a predictable sales period. He recommends arranging inventory, distributor support and retail placement by early fall, rather than waiting until December demand is underway.

The timing matters because stocking and placement decisions need to precede the sales peak. Baer’s advice points to coordination across a supply chain: brands need to forecast demand, distributors need to plan their pushes, and retailers need to make room for the bottles before shoppers arrive. The post does not detail how much stock brands should carry, but its central operational message is to plan early around the recurring seasonality.

Gift appeal may matter more than a higher price

Baer also suggests that a bottle’s story and perceived suitability as a gift can influence holiday performance. He cautions against assuming that a more expensive expression will automatically be the stronger seasonal choice.

“A great $60 añejo outperforms a mediocre $90 one at the holidays.”

That comparison puts product quality and giftability at the center of Baer’s recommendation. For marketers, the implication is to help shoppers understand what makes a bottle worth giving, while keeping price and value in view. It is a perspective offered in Baer’s post, rather than a conclusion established by the sales figures alone.

A consumer guide alongside the business case

Baer closes by pointing readers to a list of 53 añejos priced under $80, presented as suggestions for holiday gatherings. The resource gives consumers a practical next step while reinforcing his broader point: the holiday spike is an opportunity for brands that prepare ahead and for buyers seeking a bottle with a story to share.