For the first time ever, agave spirits (made from Mexico’s agave plant such as tequila and mezcal) will outsell vodka in U.S. bars this year, becoming the #1 selling liquor category. And sales for Mezcal in particular, (often referred to as tequila’s smokier cousin) have soared, making it the fastest-growing spirit in North America.

According to a new research report about the skyrocketing growth of mezcal, part of its popularity is due to consumers’ fascination with Mexican cuisine and culture. Others note that more and more people are developing an appreciation for premium artisanal spirits and are drawn to mezcal’s unique flavor profile. Whatever the reason, the hottest bars and restaurants across the country now feature mezcal cocktails on their menus. Previously viewed as an up-and-coming spirit, mezcal has gone mainstream and 2024 is poised to be its biggest year yet.