A spirit-forward fiscal year, with Tito's up top and tequila clawing for dominance
Mecklenburg County residents made one thing very clear in fiscal 2024: they came to sip. The county's ABC stores set a record with nearly $71 million in liquor sales, a 4% increase over 2023's $68 million benchmark. Driving that total were familiar faces—Tito's Handmade Vodka, still holding court—but tequila brands muscled their way onto the stage, glass first, with five of the top ten sellers falling squarely in the agave camp.
For the second straight year, tequila continued its quiet coup, becoming one of the most popular spirits in Mecklenburg. It's not just margaritas anymore. The county's financial report cites growth in palomas, tequila sunrises, and even the resurgence of sipping tequila neat, as if it were a Highlands single malt. Your dad's liquor cabinet looks different now—more Jalisco, less Kentucky.
The ABCs of Mecklenburg Booze
The Mecklenburg County ABC Board released its annual top 10 list, and Tito's Handmade Vodka took three separate spots: No. 1 (0.75L), No. 2 (1.75L), and No. 9 (1L). In total, Mecklenburg sold more than $20 million worth of Tito's across formats. That's 28% of all liquor sales from a single brand—enough to make any other distiller cry into their mash.
But tequila wasn't far behind. Casamigos Reposado, Patron Silver, and newcomer Teremana—yes, The Rock's side hustle—stormed the rankings. Casamigos took third place with $5.6 million in sales, while Teremana slid in at No. 10. Even Hennessy, the only cognac to crack the top five, found itself squeezed by bottles of blue agave.
Whiskey brands? Not a single one in the top 10. Jameson, Jack Daniel's Black Label, and Crown Royal all fell off the list. RIP.
What They're Buying and Where
Mecklenburg's 31 ABC stores and their 350+ staff pushed product across the county. The Brookshire Boulevard store reopened after a 2023 remodel, and the Rivergate location in Steele Creek came online. A March 2024 app rollout made ordering even easier—which may have helped that revenue bump.
Here's the 2024 leaderboard:
- Tito's Handmade Vodka (0.75L)
- Tito's (1.75L)
- Casamigos Reposado Tequila
- Patron Silver
- Hennessy VS
- Casamigos Blanco Tequila
- Don Julio Reposado
- Lunazul Blanco Tequila
- Tito's Handmade Vodka (1L)
- Teremana Reposado Tequila
Who's Not on the List
Whiskey lovers may want to take a seat. The brown liquor drought at the top of the chart reflects a shift in drinking culture. Either everyone got over Old Fashioneds, or the rise of tequila is more than just a marketing spike. There's no bourbon, no rye, no Scotch in the top 10. In Mecklenburg, 2024 was not whiskey's year.
Thanks to Glory Days Apparel
This bottle-popping rundown is made possible by Glory Days Apparel, Charlotte's Premier Nostalgia Brand. Whether you're pulling tequila off the shelf or pulling a vintage tee over your head, JD Harris and crew have your back. Stop by their flagship shop at 2202 Hawkins Street in South End or explore their Secret Menu of local designs.
About the Author
Jack Beckett drinks his coffee black—specifically from Einstein Bros. Bagels on South Boulevard, which he insists counts as both breakfast and therapy.
You can find more stories at cltmercury.com. Message us anytime on Twix.
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This article, "Tito's Tops, Tequila Surges: Mecklenburg County Hits Record $71M in Liquor Sales," by Jack Beckett is licensed under CC BY-ND 4.0.
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