The trend surrounding the Spicy Margarita is now firmly established in the United States and is rapidly gaining ground across Europe and Italy, according to the latest consumption and consumer data. Here is why this drink is taking off, which age group is driving its success (spoiler: younger drinkers lead the way), along with a brief look at its history and recipe.
What is a Spicy Margarita
A quick definition first: as the name suggests, the Spicy Margarita is a twist on the classic Margarita, defined by a spicy profile. A typical recipe combines tequila, lime juice and orange liqueur, with the addition of fresh chili or chili bitters to introduce heat and intensity.
Spicy Margarita: Why it’s Trending
The rapid rise of the Spicy Margarita stems from a combination of favorable factors. First, the recent surge in agave-based spirits, particularly tequila and mezcal.
According to IWSR data, tequila performed strongly in 2024, with +2% in volume and +4% in value outside Mexico. Growth is expected to continue at an annual rate of 5% in value through 2029. Few other spirits are showing similar momentum. In addition, Drinks International reports that in 2025 the Margarita ranked as the most ordered cocktail in the United States and the third globally.
At the same time, consumer preferences have shifted toward spicier, more assertive flavors. Tastewise reports a +6% annual increase in interest in spicy drinks, with the Spicy Margarita leading the category. It is a cocktail that brings together these two macro trends, placing it in a strong position within the global mixology landscape.
Who Drinks the Cocktail
In the United States, the Spicy Margarita has already reached a mature stage, with stable and widespread consumption.
The majority of consumers (54%) fall within the 18–34 age group, which also shows a stronger inclination toward premium tequila, supporting the broader premiumization trend. Among consumers aged 35 to 54, smoky flavor profiles are particularly popular, contributing to the rise of the Mezcal Spicy Margarita. The preference for premium products is also linked to income levels, typically medium to high, and to consumption in quality cocktail bars, especially those aligned with a craft cocktail philosophy.
At the same time, the category is beginning to expand toward lower income segments, as several international brands launched ready-to-drink versions of the Spicy Margarita in 2025. Some analysts see this as a sign of the trend moving beyond bars into more mainstream consumption.
Spicy Margarita in Italy
The US market has driven growth across Europe and Italy, accelerating interest in tequila (and to a lesser extent mezcal), spicy flavors and the Spicy Margarita itself. However, some differences remain. The most notable concerns the average age of consumers, which is higher in Italy than in both the United States and Europe overall. In Italy, the trend is particularly strong among Millennials, while elsewhere Generation Z leads.
There is also a clear acceleration phase. Within the mixology sector, this translates into stronger visibility in major cities: Milan, Rome and Florence are leading the way, while in the United States the trend has already spread widely beyond large urban centers.
A Brief History
Given the central role of the United States in the rise of the Spicy Margarita, it is no surprise that its story begins there. Many trace the origins of the spicy twist on the Margarita to the early 2000s.
Early experimentation likely took place at the restaurant of Julio Bermejo, creator of the Tommy’s Margarita. According to Scott Hocker (writing for Punch), Bermejo began infusing tequila blanco with habanero peppers. In 2005, at Tommy’s, bartender David Nepove gained attention with a cocktail made from tequila, liqueur and chili muddled with lime.
Bar consultant Jacques Bezuidenhout later tasted Nepove’s creation, appreciated it and began introducing spicy tequila drinks across the venues he worked with. Eventually, the idea reached Chris Ojeda, bar manager at Soho House (West Hollywood, Los Angeles). In 2012, Ojeda developed what is considered the definitive Spicy Margarita recipe, simplifying an existing drink on the Soho House menu: the Margarita Picante.
From that point onward, the drink’s rise was steady, and about a decade later it was widely expected to become a defining cocktail of the US mixology scene in 2024—which it did.
Spicy Margarita, the Recipe
Preparing a chili-infused tequila at home remains a benchmark approach in craft cocktail culture. Chris Ojeda, however, opted for a more accessible version, outlined below.
Ingredients
- 50 ml reposado tequila
- 25 ml fresh lime juice
- 20 ml agave syrup
- 1 slice of Fresno chili
Method
Add the chili slice to a shaker and gently muddle it. Add ice, tequila, lime juice and agave syrup. Shake for about 15 seconds, then strain into an Old Fashioned glass filled with ice.
Garnish
Cut the tip of the chili and place it on top of the ice. No rim.
Photo by Emanuel Florentin x Coqtail, location Bob Milano – all rights reserved
