George Clooney didn't set out to build a billion-dollar brand. He set out to make a tequila he and his friends actually wanted to drink. That distinction is exactly why Diageo paid $1 billion for it.

Agave spirits are about to overtake vodka as the US spirits leader by value. The flavored and flavored-adjacent category is reshaping every shelf in the country. Here is how to read it and where to build.

Tequila is growing faster than any major spirits category in America. Here is what the best brands are doing now to make sure that growth actually lasts.

Tequila and whiskey are leading tequila whiskey spirits market growth in the US. Jason Kane breaks down what the shift means for founders building brands today.