For decades, tequila was considered an exclusive Mexican drink, reserved for national holidays, family celebrations or mariachi nights. However, in recent years, this drink made from blue agave has broken borders and conquered palates around the world. How did it go from being a national icon to a global sensation? Here we tell you.
The international boom
Today, tequila is one of Mexico’s most exported spirits. According to data from the Tequila Regulatory Council (CRT), more than 400 million liters were exported to more than 120 countries in 2024 alone. The United States leads consumption, followed by countries such as Germany, Spain, the United Kingdom, Canada and Japan.
What was once exclusive to Mexican cantinas, now appears on the menus of luxury bars in London, New York, Berlin and Sydney. Cocktails such as the margarita or the paloma have crossed oceans, and premium or “añejo” tequila is served at tastings as if it were cognac or whiskey.
The celebrity factor: a fad or a revolution?
Part of the global tequila boom is also due to a curious phenomenon: the love of celebrities for agave.
International figures such as:
- George Clooney (with his Casamigos brand),
- Kendall Jenner (818 Tequila),
- The Rock (Teremana),
- Michael Jordan (Cincoro),
- and even LeBron James and Nick Jonas, have opted to create their own tequila brands.
These celebrities have not only invested in branding, but have also become involved in global marketing, using their networks and fame to position tequila as a cool, premium and desirable beverage.
From shots to luxury
Something important in this phenomenon is the change in perception. Tequila is no longer just for shots with salt and lime. Today, its complexity, craftsmanship and aging processes are valued.
- White tequilas are enjoyed in cocktails.
- Reposados and añejos are appreciated on their own, as digestives.
- And extra añejos have become liquid jewels, some reaching luxury prices.
In addition, brands such as Clase Azul, Don Julio 1942, and Herradura have helped elevate tequila’s image as a world-class drink.
Why did it become so popular abroad?
Several factors explain this internationalization:
- A growing global fascination with Mexican culture (food, music, film).
- A market open to new premium experiences.
- Mexican migration, which brought tequila as part of its identity.
- And, of course, the backing of public figures and the entertainment industry.
What’s next?
With demand on the rise, the challenge for the industry is to maintain the quality, authenticity and sustainability of tequila. Many brands are already opting for greener and more responsible practices to ensure that this jewel of Jalisco continues to shine… without depleting the agave.
Tequila is no longer just a national symbol, but a global phenomenon. And even if it is now drunk in crystal glasses in Tokyo or promoted by a supermodel on Instagram, it will never cease to be a drink with a Mexican soul.
Because tequila, in the end, is not just what’s in the glass… it’s history, identity and passion.