Overview: G4 Tequila has experienced rapid expansion within the super-premium tier, with case volume nearly doubling to 87,000 units in 2025. The brand, part of the PKGD Group portfolio, continues to outpace total market growth while targeting full 50-state availability.
The Full Story
G4 Tequila began at just 3,000 cases in the U.S. in 2022 before growing nearly 500% between 2022 and 2023, and more than doubling again between 2023 and 2024. According to Impact Databank, the brand reached 87,000 9-liter cases in 2025, playing in the super-premium $40 and up segment. This growth significantly outpaced the total Tequila market and its competitive set across all measured periods.
Regionally, California, New York, and Texas remain the brand’s largest markets, with Georgia, Colorado, and Arizona also showing strength. For the four weeks leading up to June 27, G4 saw sales rise 35% to just under $3 million in NielsenIQ channels. Over the 13-week period prior, dollar sales were up 55% to $8.5 million, while the 26-week period showed a 73% increase to just over $30 million.
PKGD cofounder Shawn Miller notes that while Blanco is the brand’s largest SKU, Reposado is increasingly driving growth as more aged Tequila becomes available. Full-year sales for G4 Reposado jumped 252% in 2025 compared to 2024. Miller emphasizes velocity as a critical metric, stating that turns per location are increasing even faster than distribution.
Production & Profile
The spirit is produced at El Pandillo Distillery in Jalisco by Felipe Camarena, who represents four generations of master distillers. The portfolio includes Blanco, Reposado, Añejo, Clasico Blanco, Reposado, Blanco 108, and Blanco de Madera. Higher-end marques include the brand’s 5-year-old Añejo.
The brand has invested in expanding its output to make more of the standard portfolio available while continuing to produce G4 as it should be made. This production capacity allows for special releases to come out in greater quantities, including expressions like G4 Clásico and improving availability of Blanco de Madera.
Brand & Industry History
G4 Tequila is part of the PKGD Group portfolio of spirits. The brand’s name refers to the four generations of Camarena master distillers who produce the spirit at Jalisco’s El Pandillo Distillery. Shawn Miller, a cofounder of PKGD, oversees the expansion strategy alongside the production investments made by Felipe Camarena.
What This Means
The brand is focused on increasing availability and has invested in expanding its output to support full 50-state availability. Marketing will expand as the brand grows, but the focus remains on helping more people discover the distinctive spirit. The production investments allow for limited editions to come out in greater quantities while maintaining the standard portfolio.
Consumer Takeaway
The brand’s production investments will allow for G4’s limited editions to come out in greater quantities, alongside improving availability of Blanco, Reposado, Blanco 108, and Blanco de Madera. Marketing efforts aim to help consumers understand why the spirit is distinctive and be able to find a bottle when they want one.
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