The consolidation of tequila within the global luxury market has reached a historic milestone in New York. A bottle from the Mexican firm Clase Azul made history by becoming the most expensive ever sold at an auction, reaching 35,000 dollars—a figure that tripled the initial estimates of the Sotheby’s auction house, which ranged between 8,000 and 12,000 dollars. With this result, the brand dethrones the previous record of 24,265 dollars held by a special edition of José Cuervo. The specimen that set the new record is a first edition from the Día de Muertos series launched in 2017. Originally retailed in Cabo San Lucas for just 250 dollars, the piece stands out for its handcrafted ceramic decanter decorated with traditional motifs of the Mexican holiday, such as embossed calaveras and papel picado. According to Sotheby’s executives, this event sets a precedent for agave spirits, driven by whiskey consumers migrating toward ultra-premium tequila. The phenomenon demonstrates that the contemporary luxury market rewards extreme scarcity and cultural value, transforming Mexican craftsmanship into a coveted financial asset for collectors.