PREMIUMIZATION CONTINUES TO BE THE buzzword in the spirits industry, and one spirits category where that trend is most evident is Tequila. According to Impact Databank, most of the best-selling premium, super-premium and luxury-priced Tequila brands grew in 2020, while all of the top sub-premium labels suffered. Proximo’s Jose Cuervo, the No.-1 Tequila in the United States, increased 21.5% to 4.7 million nine-liter cases last year, and its portfoliomate, No.-3 brand 1800, advanced 31.2% to 1.5 million cases. The No.-2 Tequila, Bacardi’s Patrón, jumped 25.2% to 2.7 million cases, and No.-4 offering Hornitos rose 11.7% to roughly 1.1 million cases. Rounding out the top five is Diageo’s Don Julio, which saw a 24.5% bump to about 1.1 million cases as well. Overall, Tequila depleted 20.6 million cases in the U.S.…