"Data is getting even more gravity in this space because the more data you have, the more accuracy these parameters in get in your model," said Bill Vass.

Though tequila has shaken its bad rap, there is still some mystery surrounding the spirit. Here's everything you need to know ...

Once a sleepy category dominated by heritage brands, hydration has become a fan favorite driven by new wave brands, social media trends and an emphasis on simply drinking more water.