Few drinks have the cultural staying power of the margarita. It’s been the most-ordered cocktail in America for over 10 years and accounts for nearly 60% of tequila-based drink sales nationwide.* But in 2024, it’s not just about tequila anymore.

People are rethinking what — and how — they drink. More than one-third of U.S. adults say they’re actively reducing alcohol consumption**, and the rise of non-alc spirits and ready-to-drink cocktails has brought the marg into a new chapter.

We launched our Free AF Margarita Range to meet that shift head-on: real flavor, no alcohol, and a little something extra. Here’s why the marg is still the moment — and how we’re making it even better.

1. It’s bold, but balanced.
A great margarita hits all the marks: sharp lime, a touch of salt, a little heat, and a crisp finish. It’s not trying to hide anything — it’s here to make an entrance.

2. It feels like summer, even when it’s not.
Whether you’re drinking it in January or July, the first sip of a cold marg triggers vacation mode. There’s a reason it shows up at brunch, beach days, birthdays, and Tuesday nights.

3. It can be non-alc and still slap.
Our Margarita Variety Pack includes Classic, Mango, and Chili — all powered by Afterglow™, our all-natural ingredient that delivers the warming, buzzy finish you’d expect from a full-strength drink.

4. It’s a vibe, not just a recipe.
A margarita isn’t just a drink. It’s a statement. It's what you bring when you want the room to loosen up a little — without getting sloppy.

5. It evolves with you.
You can keep the salt rim. You can spike it with spice. You can hold the alcohol and still have the best-tasting drink on the table.

Margaritas are loud, social, and impossible to ignore — just like every good summer. And with Free AF, they’re finally built for everyone.

*Source: Nielsen CGA, 2023
**Source: IWSR Drinks Market Analysis, 2024

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