# Sweet Heat Tequilas Devil’s Reserve by Cuervo Aligns with the Preferences of a New Generation By Laura McQuarrie | Published 2024-09-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/devils-reserve-by-cuervo References: [bottleraiders](https://bottleraiders.com/agave/tequila/jose-cuervo-summons-devils-reserve-spicy-tequila-launch/) & [DevilsReserve](http://www.DevilsReserve.com)  [Devil’s Reserve](https://www.trendhunter.com/trends/wormwood-vodka) by [Cuervo](https://www.trendhunter.com/trends/ultimate-margarita-season) is a new tequila with a "devilishly sweet heat" that's smooth with a lower ABV to support mischievous nights out, exceptional spicy margarita cocktails, chilled party shots and more. “Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” said Lander Otegui, Senior Vice President of marketing at [Proximo Spirits](https://www.trendhunter.com/trends/cristalino-nights). This "swicy" tequila speaks to Gen Z and younger Millennials who are reportedly consuming more tequila than any other generation, gravitating toward flavor-first spirits with lower alcohol by volume. Coming in at 30% ABV, Devil’s Reserve has 10% less ABV than the norm for tequila sold in the United States. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 24% | Activity: 28% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Gen Z Tequila Preferences:** The rising consumption of tequila by Gen Z and younger Millennials signals a shift towards flavor-driven, lower ABV spirits. - **Flavored Spirits Innovation:** Devil’s Reserve introduces a unique 'swicy' profile, combining sweetness and heat in a tequila, reflecting a growing trend in flavor exploration. - **Low ABV Cocktails:** Crafting cocktails with spirits like Devil’s Reserve, which have a lower ABV, is becoming popular for consumers seeking enjoyable yet moderated drinking experiences. ### Where This Applies - **Alcoholic Beverages:** The alcoholic beverage industry can innovate by developing unique, lower ABV options that cater to emerging generational tastes. - **Cocktail Mixology:** Professionals in the cocktail mixology industry can harness the trend of 'swicy' flavors and low ABV spirits to create new and exciting drink menus. - **Young Adult Nightlife:** The nightlife industry is witnessing a demand for smoother, flavor-forward drinks that enhance social experiences without high alcohol content. ## Related on Trend Hunter - [Spicy Premium Tequilas](https://www.trendhunter.com/trends/ghost-tequila.md) - [Spicy Pepper Tequilas](https://www.trendhunter.com/trends/zarpado-reaper.md) - [Low-ABV Party Tequilas](https://www.trendhunter.com/trends/sierra-tropical-chilli.md) - [Dualistic Small-Batch Tequilas](https://www.trendhunter.com/trends/tequila-cayeya.md) - [Low-ABV Light Tequilas](https://www.trendhunter.com/trends/light-tequila.md) - [Cucumber Jalapeño Tequilas](https://www.trendhunter.com/trends/1800-cucumber-jalapeo.md) - [Cinnamon-Infused Tequila Expressions](https://www.trendhunter.com/trends/cinnamoninfused-tequila.md) - [Complexly Flavored Aged Tequilas](https://www.trendhunter.com/trends/dead-mans-fingers-tequila-reposado.md) - [Jalapeño-Infused Spicy Tequilas](https://www.trendhunter.com/trends/superbird-fuego.md)