Jalisco Expands Tequila's Global Reach With Spain Deal

The government of Jalisco and Espirituosos España have signed a strategic collaboration agreement to bolster the international presence of tequila and other iconic beverages from the state. This initiative aims to expand tequila's reach in European markets, promote responsible consumption, and emphasize the importance of its designation of origin.  

Pablo Lemus, Governor, Jalisco announced the agreement during his visit to Madrid, Spain, highlighting its significance for Jalisco's tequila industry. The agreement also includes provisions for the exchange of best practices, training, and international promotion.  

According to the Tequila Regulatory Council (CRT), tequila exports reached 400.3 million L in 2024, with the United States as the primary market, accounting for 334.9 million L, a 4.1% increase from the previous year. Spain follows as the second-largest importer, with 8.3 million L annually. CRT reported that tequila production in 2024 reached 495.8 million L, requiring 1.8Mt of agave. The industry currently includes 206 tequila producers, 42,441 agave growers, and 2,991 brands linked to authorized producers.  

Ramón González, Director, CRT, emphasized the importance of collaboration across the tequila production chain to address challenges and seize opportunities. He highlighted the strategic planning required to strengthen the industry and the ongoing efforts to open new markets in 2025. The designation of origin for tequila is now recognized in 57 countries, with efforts underway to expand this recognition to nations such as Turkey, Taiwan, and South Korea.  

Bosco Torremocha applauded the partnership, noting its potential to further elevate tequila’s international standing. Miguel Ángel Domínguez, President, CRT, described the agreement as a testament to the shared commitment to sustainable development, the protection of designations of origin, and the growth of agro-industrial sectors.  

Governor Lemus highlighted the cultural significance of tequila, mariachi, and charrería as symbols of Jalisco and Mexico, reaffirming the state’s role as a global ambassador for these traditions.