The tequila industry reports 2025 results and ratifies Roberto Ciprés Cruces for a third consecutive year

The tequila industry recognizes Ciprés Cruces for his leadership in defending the Denomination of Origin, strengthening sector unity, and consolidating Tequila’s presence in global markets.

Guadalajara, Jal., Mexico. February 18, 2026

CS03/CNIT

The Chamber of the Tequila Industry (CNIT) presented the results of its annual management, highlighting progress in the institutional defense of Tequila, the protection of its Denomination of Origin, and the ongoing support provided to its affiliated companies, within the context of an increasingly competitive and regulated international environment.

During the reported period, the industry reached a production of 496 million liters of Tequila, of which 400 million were exported, consolidating its presence in more than 120 countries and reaffirming its relevance as an economic driver, generator of employment, and symbol of national identity.

As the representative body of the sector, CNIT maintains a permanent agenda of public advocacy and institutional dialogue with national and international authorities to anticipate regulatory risks and address the challenges of the global environment. In this context, the Chamber followed up on commercial and regulatory measures in strategic markets, including the monitoring of trade policies in the United States, the main export destination for Tequila, as well as the review of access conditions in countries such as India, where high tariffs on spirits exist.

In legal and industrial property matters, the Chamber submitted 90 notices of registration of similar trademarks, reinforcing the protection of its affiliates’ brands and the integrity of the category in the markets. Likewise, it participated in the follow-up of regulatory initiatives with potential impact on the industry and intervened in regulatory processes related to labeling, environmental regulation, circular economy, and sanitary provisions.

These actions were complemented by ongoing commercial surveillance efforts, through which agave distillates and liqueurs incorrectly advertised as Tequila were detected at points of sale and digital platforms. Following institutional intervention, the correction of such anomalies was managed and the modification of advertising was verified, protecting the proper use of the Denomination of Origin.

In light of the sector’s global growth, CNIT promoted strategic communication campaigns aimed at countering adverse narratives, strengthening Tequila’s reputation, and positioning verifiable technical information about the industry within the public agenda.

Phytosanitary strengthening

In phytosanitary matters, the Chamber directly contributed to the reactivation of the national campaign against regulated agave pests, highlighting the reallocation of more than 13 million pesos within the CESAVEJAL budget, mainly allocated to the monitoring of approximately 2,500 traps. Likewise, the coordination of the campaign at the state level was strengthened, consolidating collaboration among industry, authorities, and producers.

This process included the establishment of the Agave Phytosanitary Committee at the federal level, as well as the implementation of technical and operational coordination mechanisms to ensure the continuous follow-up of sanitary actions. These measures are integrated into a surveillance system that includes the constant monitoring of more than 11,000 traps distributed throughout the Tequila Denomination of Origin, reinforcing timely pest detection and crop protection.

Within the production and sustainability axis, together with institutional partners, the AgaveResponsable Social certification and environmental programs for water management, vinasse treatment, and glass recycling were promoted.

The Chamber also strengthened the positioning of Tequila in Mexico and worldwide through 25 promotional events, participation in international fairs, meetings with embassies, and institutional actions such as the six-year agenda with the Ministry of Tourism of the Government of Jalisco.

In the field of training and social responsibility, more than 1,500 people were trained in responsible consumption programs, 14 corporate social responsibility certifications were promoted among affiliated companies, and the institution was awarded the Pro Integrity Distinction.

Ratification of the president for a third year

Within the framework of the annual Assembly, the members of the Chamber ratified its president for a third year at the head of the institution, recognizing his leadership in defending the Denomination of Origin, strengthening sector unity, and consolidating an institutional agenda focused on protecting the industry and supporting the growth of its affiliated companies.

The ratification reflects the confidence of the industry in the continuity of a strategy that prioritizes active sector representation, regulatory stability, the sustainability of the Agave-Tequila chain, and the international positioning of Tequila as a symbol of Mexico’s productive identity.

“My commitment is to generate actions that strengthen the productive chain while contributing to the fulfillment of the social responsibility objectives we have as an industry,” stated Roberto Ciprés.

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