The “Tequila Boom” has officially moved from the high-end cocktail shaker to the Maine cooler. Whether you prefer the term canned cocktails, ready-to-drink, or the industry-standard RTD, the category has undergone a massive transformation. We are moving away from the era of “mystery alcohol” bases and sugary malt liquors toward a more refined, transparent experience. Leading this charge is the Tequila Soda—the drier, crisper cousin of the traditional Margarita.
The market data confirms this shift. While traditional malt-based hard seltzers have seen their explosive growth begin to plateau, spirit-based RTDs have surged, growing by over 50% in recent retail cycles. In a historic turn, tequila officially outsold vodka in American bars for the first time recently, and tequila-based RTDs are currently projected to grow at nearly double the rate of wine or malt-based alternatives through 2026.
The Appeal of the “Dry” RTD
The draw of the Tequila Soda lies in its simplicity. Typically composed of just blanco tequila, carbonated water, and a hint of real citrus, it offers a “cleaner” profile that appeals to those of us looking for a more straightforward drink. By stripping away the heavy syrups and artificial dyes found in many pre-mixed cocktails, these sodas offer a significantly lower calorie count—often hovering between 100 and 130 calories per serving.
Our staff is consistently hearing the same thing… that a drier product with fewer additives simply leaves people feeling better the next day than the sugar-heavy alternatives of the past. It is about balance, transparency, and knowing exactly what is in your glass—or your can.
Local Excellence: Maine’s Agave Pioneers
While our state is celebrated globally for its craft beer, two local powerhouses are proving that Mainers have a knack for agave as well. Both brands have gone to the source, utilizing authentic 100% Blue Agave Tequila from traditional distilleries in the Jalisco region of Mexico to ensure a premium foundation.
Cushnoc Tequila Soda: Augusta’s Cushnoc Brewing Co. has delivered a standout entry into the category. Their Tequila Soda is characterized by a high level of effervescence and a remarkably smooth finish. It’s a true local gem; while it’s a favorite across the state, it remains a rare find once you cross the Maine border.
Pricing: $3.29 for a 19.2 oz “Tall Boy” single; $10.99 for a 12 oz 4-pack.
Wild Maine Tequila Soda: Orono Brewing Company has expanded its popular “Wild Maine” line to include a brand-new Tequila Soda. Utilizing the high-quality sparkling Maine water they are known for, this release is exceptionally light and refreshing. While Orono’s beer distribution reaches into New Hampshire, Massachusetts, and New York, this specific spirits-based line is currently found primarily within our borders.
Format: Available in 12 oz 4-packs.
Navigating the Spirits Aisle
It is easy to get lost in the “Agave Aisle,” so here’s how we explain it to customers in the store. You’ve likely seen High Noon Tequila, which leans into a juice-forward, fruitier profile that is slightly sweeter than a standard soda. Meanwhile, Ranch Water—a Texas staple—traditionally features a specific mineral profile and lime for a saltier, more savory finish. Finally, Canned Margaritas remain the “indulgent” choice, offering full-flavor citrus and sweetness, albeit at a higher calorie count.
