This edition of Ground Signal’s Menu Insights series analyzes cocktail menu presence across 9,600 independent Mexican restaurants nationwide, tracking which brands and cocktails are winning placements — and which are losing ground — compared to the same time last year. With Tequila cocktails featured on 90% of menus in this account universe, independent Mexican restaurants represent one of the most competitive and brand-contested environments in the On-Premise.

Key Findings Include:

• Patrón leads Tequila menu share at 27% across independent Mexican restaurants — and it’s still gaining, with menu share up 9.8% year-over-year, the strongest momentum of any brand in the top tier of the category.

• Jack Daniel’s holds the top spot in Whiskey at 14% menu share and posted the largest YoY gain among high-share Whiskey brands, growing 28% — a notable move in a category where most other top-ten brands are losing ground.

• Grand Marnier dominates Liqueur with 45% menu share, more than 13 percentage points ahead of second-ranked Cointreau — while the Carajillo emerges as a breakout cocktail format in the category, reaching 8.8% menu share with 42% YoY growth.