This edition of Ground Signal’s Menu Insights series analyzes cocktail menu placement across 4,100+ independent accounts in Texas, comparing Q1 2026 to the same period a year prior. Covering five spirits categories — Tequila, Vodka, Whiskey, Rum, and Gin — the report tracks which brands are winning menu real estate, which are losing ground, and where the competitive landscape is shifting. For suppliers and distributors operating in one of the country’s most competitive on-premise markets, the data reveals both where Texas operators are placing their bets and where the next wave of menu growth is emerging.
Key Findings Include:
-
Tequila leads all spirits categories in Texas menu penetration, appearing on 81% of independent cocktail menus — a reflection of the Margarita’s dominance as the state’s most featured cocktail at 63% menu share, well ahead of any other classic.
-
Austin-based Still Austin Whiskey Co. is the fastest-growing Whiskey brand in the state, climbing five positions to reach #8 with 4.9% menu share and a +21% year-over-year gain — outpacing every other brand in the category and marking a notable independent win in a top-ten dominated by large national suppliers.
-
Across categories, the strongest menu share gains are concentrated among brands in the 1.5–2.5% menu share range, while most category leaders are holding steady or losing ground. Is this a sign that leading brands have reached saturation on Texas menus — or is something else driving the shift? Either way its a trend to continue to monitor.
