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Percentage of growth in the luxury tequila sector in the past five years. According to the Impact Databank, super-premium and luxury-priced tequila brands are changing the image of the spirit in the US. In the last few years, celebrities such as George Clooney, Dwayne “The Rock” Johnson, Nick Jonas, and Guy Fieri with Sammy Hagar have all launched their own premium tequila brands. Some women have too. Rita Oro and Kendall Jenner to name a few.