Every July 24th, Mexico and the world celebrate International Tequila Day, a date that pays tribute to one of the country’s most iconic and representative beverages. This celebration was established to coincide with a key moment in tequila’s history: the recognition of its Denomination of Origin (DO) by the World Intellectual Property Organization (WIPO) in 1978.
Although the DO was declared in Mexico in 1974, it was this international endorsement that solidified tequila as a distinctively Mexican product, legally protected in more than 50 countries and a symbol of cultural identity, history, and national pride.
Since then, this commemorative date has gained momentum both in Mexico and abroad — especially in the states of Jalisco, Nayarit, Guanajuato, Michoacán, and Tamaulipas, which have certified production under the Official Mexican Standard (NOM), as well as in countries like the United States, Canada, and various parts of Europe where tequila enjoys strong commercial presence.
Liquid Heritage: the artisanal origins of Tequila Herradura
Founded in 1870 in the Amatitán Valley, Jalisco, Casa Herradura is one of the oldest and most respected tequila producers in Mexico. With more than 150 years of history, it has remained true to its roots while innovating every step of the way. Herradura was the first brand to launch a reposado tequila in 1974, and also created the market’s first extra añejo: Selección Suprema.
“For us, tequila is not just a beverage — it’s a heritage born of this land, carrying with it the pride, hard work, and culture of our communities,” said Pablo Lemus, Governor of the State of Jalisco, during the commemorative ceremony.
Tequila as a cultural, social, and economic driver
The significance of tequila goes beyond symbolism. In 2006, UNESCO declared the agave landscape and ancient industrial facilities of Tequila a World Heritage Site, in recognition of their cultural value.
Economically, the impact is immense. According to the Tequila Regulatory Council (CRT), in 2024, more than 400 million liters were exported to over 120 countries, generating more than $4 billion USD in revenue and employing thousands of families across Jalisco’s Highlands and Valleys.
How International Tequila Day is celebrated
Every July 24th becomes a platform for national pride. The celebrations include:
- Brand activations and gastronomic festivals.
- Guided tastings in bars, restaurants, and boutique hotels.
- Special editions and product launches by tequila producers.
- Enotourism experiences along the Tequila Route.
Cultural and educational programs led by the CRT focus on promoting responsible consumption and appreciation of tequila as a product with denomination of origin.
Tequila Herradura: evolution with essence
In this spirit — and to connect with new generations — Tequila Herradura has adapted to changing consumption habits without losing its artisanal soul. A part of Brown-Forman, Herradura is the sibling brand of El Jimador, one of the world’s best-selling tequilas.
In 2024, it launched Herradura Cristal, a crystal-clear expression designed for those seeking smoothness, sophistication, and authenticity. With this offering, the brand responds to the rising demand for tequilas crafted for contemporary mixology and high-energy experiences.
“Tequila is not only a symbol of our identity, it’s a source of pride that transcends borders. We’re excited to see new generations seeking authentic, smooth tequilas with a real story behind them,” said Francisco Baeza, Vice President and General Manager of Casa Herradura.
Deep roots, global wings
Today, Tequila Herradura exports its legacy to 43 countries, with a strong presence in the United States, Colombia, the United Kingdom, Japan, South Africa, and Australia — all while staying anchored in Mexico. The brand continues its artisanal production in Amatitán, with processes that include spontaneous fermentation without additives and copper pot still distillation, preserving a complex and natural sensory profile.
In an industrialized environment, these traditional values stand as symbols of cultural resilience, genuine quality, and a connection to origin.
Tequila Herradura: 150 years of history — and counting
Beyond the product, Herradura is a brand with purpose. Its commitment to the land, the community, and Mexican identity has remained strong since its founding. On this International Tequila Day, Casa Herradura not only raises its glass, but leads with vision and authenticity.
“We celebrate this day with our eyes on the future, and our feet firmly planted on our land. At Casa Herradura, tradition and innovation are not opposites — they’re allies. We continue to honor tequila with passion, quality, and vision,” Baeza concluded.
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