July 24, National Tequila Day: A Celebration of Dialogue, Recognition, and a Vision for the Future

• The tequila industry brought together authorities from all three levels of government, experts, and industry leaders to celebrate the legacy, authenticity, and international leadership of Tequila.

• During the event, the Commemorative Institutional Bottle for National Tequila Day was unveiled, and sculptors Camilo Ramírez and Carlos Terrés were honored for their contribution to the cultural heritage of this iconic spirit.

Zapopan, Jalisco, Mexico, July 24, 2026. — The aroma of agave, conversations among experts, recognition of artistic talent, and the pride of an industry that represents Mexico around the world marked the first official celebration of National Tequila Day, which, beginning this year, will be commemorated every July 24.

At Tequila Lab, representatives from the Government of Mexico, the Government of Jalisco, the National Chamber of the Tequila Industry (CNIT), the Tequila Regulatory Council (CRT), producers, academics, and business leaders gathered to celebrate much more than a spirit: today, Tequila is one of Mexico’s foremost symbols of national identity and one of the country’s most internationally recognized products.

Following approval by the Mexican Congress and Senate last May, July 24 was officially published in the Official Gazette of the Federation as National Tequila Day, aligning this national observance with the beverage’s international celebrations. This decision strengthens Tequila’s global projection and recognizes that the country of origin of this Appellation of Origin deserves an official date to celebrate the industry that makes it possible.

The day began with a space for reflection through the panel discussion "Authenticity: The Origin of Tequila." This was followed by a second panel titled "Tequila in Its Main Markets." Before the official ceremony, the Director General of the Mexican Institute of Industrial Property (IMPI), Vidal Llerenas Morales, delivered the keynote address "Tequila: Protected Origin, Recognized Identity," highlighting the strategic role of intellectual property and appellations of origin in protecting products that embody Mexico’s prestige around the world.

A Recognition of Progress

Following the panel discussions and keynote address, the official National Tequila Day Ceremony took place.

Representing the Governor of Jalisco, Pablo Lemus Navarro, the State Secretary of Tourism, Michelle Fridman Hirsch, highlighted the role tourism has played in strengthening the tequila industry, stating:

"Tequila has found in tourism a great ally to diversify its economy—not only through the production and sale of this spirit, but also through the visitors it attracts, an effort on which we have worked hand in hand."

The President of the Tequila Regulatory Council (CRT), Aurelio López Rocha, presented an overview of the industry's performance during the first six months of the year, emphasizing that:

"During the first half of 2026, 302.1 million liters of Tequila were produced, 214.4 million liters were exported—representing a 3.3% increase compared to the same period last year—and 1.17 million metric tons of agave were processed. There are currently 229 authorized Tequila producers and 3,402 Tequila brands linked to authorized producers. These figures represent much more than statistics; they reflect consumer confidence, market preference, and the extraordinary potential of Mexico’s national spirit."

One of the most moving moments of the ceremony was the presentation of awards to sculptors Camilo Ramírez and Carlos Terrés, whose work has contributed to preserving and promoting the cultural heritage associated with Tequila.

The ceremony continued with the unveiling of the Commemorative Institutional Bottle for National Tequila Day, a special edition created through a collaborative blend made possible by the voluntary participation of tequila companies. More than a bottle, it symbolizes the unity of an industry that, beyond individual brands, shares a common origin, a shared commitment to quality, and dedication to Mexico.

Presenting the commemorative edition, Roberto Ciprés Cruces, President of the National Chamber of the Tequila Industry (CNIT), stated:

"This blend is the result of the trust, generosity, and shared vision of an industry that understood that when the purpose is greater than our differences, collaboration becomes our greatest strength."

He also added:

"We hope this celebration in Mexico will help strengthen the Tequila category and project a renewed vision of Tequila—one that recognizes that speaking about Tequila is speaking about our roots."

Tequila: A Source of Pride and Economic Growth

The celebration also highlighted the economic importance of the tequila industry, one of Mexico’s most dynamic productive sectors. Tequila is produced exclusively within the five states protected under the Tequila Appellation of Origin: Jalisco, Guanajuato, Michoacán, Nayarit, and Tamaulipas.

Each year, the industry produces approximately 598 million liters, generates more than 100,000 direct and indirect jobs, and maintains an economic presence across 181 municipalities. Tequila is exported to more than 120 countries, with annual exports exceeding 400 million liters. The United States accounts for nearly 81% of international shipments, followed by Germany, Spain, Canada, France, Japan, the United Kingdom, Australia, and Italy. Domestically, one out of every three distilled spirits consumed in Mexico is Tequila, confirming its leadership both at home and abroad.

In this context, Federal Congressman Carol Antonio Altamirano highlighted the initiatives being promoted by the Legislative Branch to strengthen the industry's competitiveness, stating:

"All parliamentary groups agreed to establish a working group on the tax treatment of alcoholic beverages. It may sound simple, but for many years no one had addressed this issue—how to support small producers, how to strengthen distilled spirits, especially the tequila industry, so it can become even more competitive."

For his part, Mexico’s Undersecretary of Agriculture, Leonel Cota Montaño, recognized the tequila industry as an example of national development, affirming:

"An industry like many others that allows us to say that Mexico is a country of development and social and economic prosperity, and that enables us to raise the flag of Tequila in a highly competitive world. My deepest recognition goes to the leaders of this industry, to the members of Congress and the Senate who made today's gathering possible, and to the Federal Government for issuing the decree establishing July 24 as National Tequila Day, allowing us to come together and celebrate today."

To conclude the celebration with the public, the Tequila, Gastronomy, and Mariachi Fair was held, featuring 26 distilleries offering complimentary tastings that showcased the versatility of Tequila.

The significance of Tequila extends far beyond economic indicators. The Agave Landscape and Ancient Industrial Facilities of Tequila, recognized as a UNESCO World Heritage Site, reflects the profound connection between this spirit, its territory, and the communities that have preserved ancestral knowledge for generations—knowledge that today distinguishes Mexico before the world.

With this first official celebration of National Tequila Day, the tequila industry reaffirms its commitment to strengthening authenticity, quality, innovation, and responsible consumption, making every July 24 an opportunity to honor the land, the people, and the traditions that give life to Mexico’s most iconic spirit.

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