The tequila agro-industry is undergoing an unprecedented transformation: the strategy is no longer to produce more, but to sell better. The sector is strongly betting on “premiumization,” prioritizing value over volume in international markets. According to 2026 data from the Consejo Regulador del Tequila (CRT), global production reached 248.7 million liters. Although overall exports have stabilized following global volatility, the Tequila 100% de agave category leads the way with a steady 179.8 million liters. This proves that today’s consumer is far more selective, seeking quality, traceability, and high-end experiences rather than sheer quantity.

In light of this scenario, the Cámara Nacional de la Industria del Tequila (CNIT) is driving a two-pronged strategy. While the challenge in the domestic market is to diversify consumption occasions to compete with light cocktails, the international priority is to break the reliance on North America. Europe—with Spain leading the charge—and the Asia-Pacific region are consolidating as key destinations for the more than 3,200 active brands, safeguarding the prestige of our Denominación de Origen (Denomination of Origin).