The legacy and craft of tequila: marking International Tequila Day

24 Jul 2025 Tequila Don Julio Casamigos

On International Tequila Day, we raise a glass to a spirit that embodies culture, craft, and connection – tequila's journey from the heart of Mexico to the world.

Rooted in tradition, fuelled by innovation

With its distinct flavour and rich cultural significance, tequila has long been more than just a drink - it’s a symbol of Mexican identity and artistry. This versatile spirit offers endless ways to enjoy it, for every taste and occasion, whether that’s fresh, vibrant Blanco or rich, aged Añejo.

Tequila is a wonderfully versatile drink, it offers a variety of experiences for consumers, whether it be craft cocktails with food, like margaritas and palomas, or a refined aged sipping tequila served neat. We’re innovating to appeal to new drinkers with new blends and formats that serve the moment like DJ Minis and Casamigos ready to drink Margarita. Through our collaborations with cultural icons and moments, from Peggy Gou to The fifa World Cup, we'll ensure tequila is at the heart of the big socialising moments of tomorrow

Sophie Kelly

Global Category Director for Tequila

Celebrating culture through iconic brands

At Diageo, we’re proud to champion tequila’s story around the world – preserving its heritage, while introducing it to new audiences and occasions, driven by consumer trends around exploration, cocktail culture, premiumisation and food pairing.

Our brands honour the traditions of Mexico while evolving with creativity and care to reflect the craft, beauty and spirit of the people and places they come from. We combine digital innovation, bartender expertise, and premium-led brand building to honour tequila's status, recruiting new consumers and honouring its heritage.

Our AI-powered What’s Your Tequila? tool has engaged over 150,000 consumers across 10 markets, inspiring exploration with personalised serve suggestions. At the same time, our bartender engagement has redefined tequila’s image, introducing consumers to the diversity and history behind brands like Don Julio. When we enter a new market, we begin by showcasing the craftmanship of Don Julio 1942 - our luxury flagship - to establish prestige and desirability. As the category matures, we expand into core variants to capture more occasions and broaden the appeal.

From Mexico to the world

Tequila is more than just a drink, it is a cultural symbol, an emblem of Mexico and a legacy passed through the generations. As our Tequila brands take the world by storm, travel with us to Mexico to learn more about our Tequila production process from the agave fields to the factory, to the drink you know and love. Discover how we are preserving the heritage of Tequila whilst evolving with our consumers to champion culture and new ways to enjoy it.

Quality and premiumisation

Crafting premium Tequila: a labour of love

Every bottle of tequila tells a story, beginning in the red earth of Jalisco and unfolding over years of dedicated craft. Our tequila-making represents centuries of Mexican expertise and dedication. Each bottle reflects five to seven years of blue agave cultivation and strict adherence to Denomination of Origin regulations, offering connoisseurs an unparalleled sensory experience.

1974

The year tequila became the first Mexican product awarded an Appellation of Origin.

35% and 55% ABV

Every bottle must reflect its distinct terroir and bottled between these ABVs, market regulations vary.

5 States of Mexico are authorised to produce tequila - Guanajuato, Jalisco, Michoacan, Nayarit, or Tamaulipas

The art of Don Julio From agave to excellence

Don Julio's artisanal process transforms Jalisco blue agave through traditional cultivation, stone oven cooking, proprietary fermentation, copper pot double distillation, and careful aging in American oak barrels, creating distinctive brand variants.

01.

Cultivation & harvesting

Blue agave plants are carefully harvested in the highlands of Jalisco, requiring 6-8 years to reach maturity. Expert jimadores hand-select and harvest the agave piñas (hearts) at peak ripeness.

02.

Cooking & extraction

The harvested agave piñas are slowly cooked in traditional stone ovens (hornos) or modern autoclaves over 24-48 hours to preserve the agave's natural flavours while ensuring optimal fermentation.

03.

Fermentation & milling

The cooked agave is crushed to extract the sweet aguamiel (agave juice), which is then fermented into alcohol using proprietary yeast strains, developing the complex flavour profiles that distinguish Don Julio's signature taste.

04.

Double distillation

The fermented liquid undergoes careful double distillation in copper pot stills, a time-honoured process that purifies the spirit while concentrating its distinctive agave character. Our team of experts monitor each batch to ensure consistent quality, and the smooth, refined taste Don Julio is renowned for.

05.

Maturation

Don Julio Blanco Tequila is the base from which all of our other variants are derived. At this point, the tequila is usually aged in American oak Bourbon barrels. Reposado matures for 8-10 months, Añejo for 18 months, and Don Julio 1942 undergoes an extended aging process that develops its rich, complex flavours and its signature amber hue.

We celebrate not just the spirit of tequila itself, but the dedication and passion of every individual in our supply chain. From the agave fields to the final bottle, each person plays a vital role in embedding our tequilas with the essence of tradition and legacy. This emblematic beverage is a testament to their hard work and commitment, ensuring that every sip carries the rich heritage that defines tequila.

Wellington Pauperio

Supply Chain Director, Tequila

INNOVATION AND GROWTH

Innovating for future growth

We continue to push the boundaries of traditional tequila whilst meeting rising demand.

From whisky-inspired aging techniques, ready-to-drink formats, limited-edition collaborations, and cask innovations we are elevating premium tequila for future growth.

Don Julio x Peggy Gou Limited Edition

Cultural collaboration & creative partnerships: Don Julio's first global collaboration with superstar DJ Peggy Gou. The limited-edition 1942 bottle fused heritage with pop-culture.

Casamigos ready-to-drink margaritas

Accessibility meets premium quality: These convenient RTD margaritas make premium Casamigos more accessible while maintaining signature taste.

Don Julio Ultima Rese

Heritage-inspired innovation: An ultra-premium 36-month aged Extra-Añejo crafted from Don Julio González’s final agave harvest.

The spirit of Mexico, shared with the world

On this International Tequila Day, we celebrate the people, the land, and the traditions that make tequila extraordinary. At Diageo, we are proud to carry this legacy forward – preserving the craft, championing Mexican culture, and inviting the world to discover the richness and diversity of tequila.

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