Don Julio Becomes First Net-Positive Water Tequila Maker

Don Julio has achieved net-positive water use at its tequila production centers in Jalisco, according to Vice President of Corporate Relations Alan Loredo. Ranked as Mexico’s most valuable brand by Brand Finance 2025, the company had set a 2026 goal to replenish more water than it consumes. 

This milestone—a first for the tequila industry—was made possible through investments of more than MX$100 million (US$5.38 million) in water quality improvements, cogeneration and reuse technologies, and local ecosystem restoration. The initiative is part of Don Julio’s 10-year sustainability plan, which focuses on water efficiency and emissions reductions.

Water scarcity is a critical challenge for the industry, as it is vital for both agave cultivation and distillation, and equally essential to the survival of local communities—a reality Loredo says the company fully recognizes. “Returning only what we take is no longer enough: we must contribute effectively to the communities in our value chain,” he said.

Loredo outlined sustainable practices Don Julio plans to implement by 2030, including rainwater harvesting, treated water reuse, reforestation, and process optimization at production facilities. He also noted that the company aims to introduce energy efficiency measures to reduce emissions during distillation and bottling.

On the social front, Loredo highlighted Don Julio’s Learning for Life program, which has trained more than 30,000 people in Jalisco, creating long-term economic opportunities in the region. He emphasized that local communities remain “the heart” of the company’s sustainability strategy.