The spirit that enchants the world
Tequila may be Mexico's most emblematic product worldwide. Currently, the country exports 338 million liters, or 64% of total production. The United States is the country with the highest demand, representing 85% of this export, followed by Germany, Spain and Japan, according to Luis Fernando Félix Fernández, president of the National Chamber of the Tequila Industry.
Currently, Mexico is the only origin of tequila. The Tequila Denomination of Origin (DOT) comprises 181 municipalities in five Mexican states: Jalisco with its 125 municipalities, Nayarit with 8, Guanajuato with 7, Tamaulipas with 11 and Michoacán with 30 municipalities. Only in these municipalities is it possible to use Agave tequilana Weber Variedad Azul for the production of Tequila. Jalisco represents 77% of total production.
During the COVID-19 emergency, the Chamber ensured the continuity of operations of the tequila industry. This allowed the industry to grow significantly during the pandemic. In the midst of consumption restrictions and supply shortages, production grew by 41%.
Mexico is the second-largest consumer of tequila in the world, after the
United States, and continues to gain market share. Tequila demonstrated its acceptance in the U.S. market during 2021, with a 30.1% increase in sales, equivalent to 1.2 billion dollars more than in 2020, according to figures from the Distilled Spirits Council (Discus).
In fact, it will be the U.S. consumer who causes the Mexican industry -again- to register growth of up to 10% in production and sales volume in 2022.
“There is a great versatility in the beverage and that is what we are promoting; there are few distillates that serve as appetizers, digestives, which can also be taken in cocktails or enjoyed alone,” adds Felix.
Every company dedicated to this industry has an impressive story to share, as is the case of Casa Sauza, which began in 1873. The company’s most recognized building, “La Perseverancia,” is part of the so-called “Agave Landscape and the old industrial facilities of Tequila,” recognized as a World Heritage Site by UNESCO.
One of Casa Sauza's iconic products is Hornitos tequila, a brand created by Eladio and Francisco Sauza in 1950. Its name alludes to the place where the agaves were cooked, as this is a tequila house that keeps a strong seal of tradition.
Hornitos, which is its main product