This situation follows years of consistent growth, during which tequila consistently exceeded sales expectations. However, data from the National Institute of Statistics (INEGI) reveals a concerning slowdown: growth dropped from 17% in 2021 to 4% in 2023, ending at -1.6% in 2024.
The impact is particularly severe for the supply chain, especially agave farmers. Agave prices have fallen dramatically from €1.40 per kilogram in 2023 to just €0.50 per kilogram by the end of 2024, sparking widespread protests in agave-producing regions.
For the Mexican tequila industry, this moment calls for reflection and strategic restructuring, including diversifying export markets and implementing better control over agave production.
According to the latest CRT data, tequila production reached 493 million liters in 2024, requiring 1.8 million tons of agave. As for exports, 400 million liters were shipped abroad, with the United States remaining the primary destination, increasing imports from 321 million liters in 2023 to 335 million in 2024—an increase of 4.1%. The top ten importing countries included Spain, Germany, Canada, the United Kingdom, Japan, France, Italy, Australia, and Colombia.
