International Tequila Day is celebrated every July 24. While this date may feel like an invitation to raise a glass, it also represents an opportunity to recognize the value of one of Mexico’s most important and iconic industries. Tequila is not only a beverage enjoyed worldwide, but it is also the result of a long-standing tradition and sustained efforts to protect a product whose reputation is intrinsically tied to its country of origin.
The Tequila Industry is currently experiencing a period of growth. According to preliminary figures from the Tequila Regulatory Council (“CRT”), 583.53 million liters were produced in 2025, representing a 17.7% increase over the previous year. Exports also maintained a positive trend, reaching 407.8 million liters, with the United States as the leading importer of Tequila. At the same time, agave consumption rose to 2.18 million metric tons—15.8% more than in 2024. These results are particularly significant given the context of trade uncertainty with the United States, which has not yet had a negative impact on the industry’s growth.
However, the identity of Tequila cannot be understood entirely through statistics. Behind these figures are thousands of producers, farmers, distillers, and companies that have made this beverage one of Mexico’s leading symbols. It is an essential part of the country’s gastronomy, tourism, and popular culture, while its prestige continues to gain ground in markets as diverse as China, Brazil, India, and the European Union.
This international recognition did not come about by chance. Much of its success is due to a system of legal protection and the active work of the Tequila Regulatory Council (“CRT”), which has made it possible to preserve the authenticity of Tequila in the face of imitations and misuse. In Mexico, the beverage is protected by the Appellation of Origin (“AO”), an Intellectual Property designation whose ownership is reserved for the Mexican government and which ensures that the name “Tequila” is granted only to products produced in the authorized region and in accordance with established quality standards. This is where NOM-006-SCFI-2012 “Alcoholic Beverages – Tequila – Specifications” comes into play, regulating the production, certification, and labeling processes under the supervision of the aforementioned Tequila Regulatory Council.
This protection does not end at the national borders, as the Tequila Appellation of Origin (AO) is officially recognized in 58 countries. This allows the name “Tequila” to be legally defended against counterfeits or attempts to capitalize on its prestige without complying with the requirements set forth by the AO.
Even so, it would be a mistake to assume that such protection is guaranteed. Experience shows that each new market presents different challenges; in some cases, foreign regulations do not fully recognize the Appellation of Origin as an Intellectual Property Right or seek to establish control mechanisms other than CRT certification. These are scenarios that require maintaining an ongoing strategy of legal defense and dialogue with the authorities of other countries.
For this reason, International Tequila Day is also a good time to remember that the prestige of this product is not sustained solely by its quality or by growing international demand. It is also sustained by a legal system that has protected its origin, its name, and its authenticity for years. Strengthening this system will be essential for Tequila to continue occupying the place it holds in the world today and to remain one of the most valuable symbols of Mexican heritage.
At VAHG, we understand the critical importance of protecting and managing intellectual Property Assets in the Tequila Industry. Our expertise spans a broad spectrum of legal services designed to support the several stakeholders in this emblematic industry. From collaborating with the Tequila Regulatory Council (“CRT”) on diverse initiatives to analyzing foreign regulatory proposals, our goal is to strengthen our clients’ legal certainty and protect the integrity of the Tequila Appellation of Origin. We have also advised individuals and companies interested in entering the industry as distributors, particularly in the strategic identification and protection of their trademarks, as well as in the drafting, review, and negotiation of tequila manufacturing and distribution contracts.
With a solid track record in Appellations of Origin and Intellectual Property, at VAHG we offer strategic and specialized advice. We are committed to helping our clients make informed and proactive decisions that drive their growth in the tequila industry, while anticipating risks and avoiding legal setbacks. If you need advice on Intellectual Property or the Tequila Industry, our team of experts is available to provide you with the support you need.
| Mariana González Sánchez | Partner
Intellectual Property +52 (33) 38171731 Ext. 222|mgonzalez@vahg.mx |
Martín Arias Cuevas | Associate
Intellectual Property +52 (33) 38171731 Ext. 236 | ariascuevas@vahg.mx |
**The publication of this document does not constitute legal, accounting or professional advice of any kind, nor is it intended to be applicable to particular cases. This document refers to laws applicable in Mexico.