Heritage Identity, Economic Engine and Legal Challenges
Every July 24, the World celebrates International Tequila Day, a commemoration that recalls when UNESCO declared, in 2006, the agave landscape and industrial facilities of Tequila, Jalisco, a World Heritage Site. This date recognizes not only the cultural value of tequila, but also its economic relevance and complex international regulation.
In the 20th century, key steps were taken for its protection and regulation, such as the Tequila Denomination of Origin (DOT) in 1974 and the Tequila Regulatory Council (CRT) in 1994, essential frameworks for the protection, standardization and promotion of the national product in Mexico and at a global level.
Production 2024: A Year of Historic Figures
The end of 2024 showed an outstanding scenario for the tequila industry. To capture this year in figures, here are a few numbers:
– Production: 495.8 million liters of tequila were produced.
– Agave Consumption: On the part of the agro-industrial sector, 1.8 million tons of Agave Tequilana Weber of the Blue Variety, raw material for Tequila, were cultivated.
– Exports: 400.3 million liters were exported, mainly to the United States, which increased its consumption from 321.6 to 334.9 million liters (4.1%).
– Productive links: At the end of 2024, 206 tequila companies were in operation, 42,441 agave producers and 2,991 brands registered for Tequila.
– DOT Protection: currently recognized in 57 countries, with projected expansion to the United Arab Emirates, Paraguay, South Korea, Angola and OAPI.
Current Outlook: Sustainability and Agribusiness Challenges
Although the industry has a solid inventory with more than 500 million liters in warehouses, it faces problems of overproduction of agave that have generated market imbalances and price volatility. However, the CRT and producers have implemented strategic planning focused on sustainability, with clear goals for 2030 and constant analysis of environmental indicators.
In addition, the opening of new markets has been promoted, especially Asia and Africa, and international promotion measures have been strengthened to consolidate Tequila as a high quality, authentic and sustainable beverage.
The integration of the productive sector, the CRT and authorities from the three levels of government is essential to maintain tequila’s competitiveness and safeguard its cultural and commercial values.
International Tequila Day is, above all, an opportunity to celebrate a beverage that represents the soul of Mexico, its cultural richness and its great economic weight worldwide. The impressive closing of 2024, with almost 500 million liters produced, demonstrates the strength of the sector, although not exempt from logistical, environmental and market challenges.
Our Firm is an expert in the Tequila Industry, providing legal advice on Intellectual Property, Corporate Law, Mergers and Acquisitions, as well as on Regulatory, Tax and Foreign Trade Matters. We accompany our clients at all times, throughout the entire Tequila value chain, from the field to the international markets, offering them legal security with innovative strategies and solutions focused on sustainable growth and the protection of Tequila as Mexico’s National Heritage.
At VAHG, we are happy to celebrate this day and we are deeply committed to the Tequila Industry. If you would like to receive specialized advice on any of our Tequila Industry Practices mentioned above, please contact our Attorneys.
| Fernando Hernández Gómez | Partner
Mergers & Acquisitions/Propiedad Intelectual +52 (33) 38171731 Ext 225 | fhernandez@vahg.mx |
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 only refers to laws applicable in Mexico.