Diageo tequila

TEQUILA

Creating tequila is a distinctive blend of art and science, with craftsmanship and knowledge equally significant to the process. Tequila is distilled from the heart of the blue agave plant, a member of the lily family and native to Mexico, and involves a four-step process of cultivation, fermentation, distillation, and maturation.

A GROWING CATEGORY

The popularity of tequila is on the rise among consumers, representing a great opportunity to drive growth.

Tequila value has consistently grown ahead of total alcohol for the past four years, experiencing 106% value growth vs. pre-Covid (20219) in duty-free Europe (2023).

Higher value tequilas are driving the growth for the category, as well as total alcohol. Tequila was part of the top 3 category contributors to total spirits growth in 2022.

EXPLORE THE BRANDS

Are you familiar with the different types of 100% agave tequila?

Blanco - tequila in its purest form, clear and unaged

Reposado - aged up to one year in bourbon barrels

Añejo - aged up to two years in oak barrels

DID YOU KNOW?

Tequila is a distilled spirit, made from the Agave Weber Blue Variety, a plant that’s a member of the lily family native to Mexico. An agave plant takes from 5 to 8 years to mature.

Tequila has a DO (Denomination of Origin) - just like cognac and champagne. In 1974, tequila became the first Mexican product to have a denomination of origin.

Tequila was first created in the 1700s-1800s. The name tequila was adopted from the region of Jalisco in Mexico, where the spirit originates.