Background on Aurelio López Rocha and the Consejo Regulador del Tequila (CRT)
Aurelio López Rocha, the newly appointed president of the Consejo Regulador del Tequila (CRT), is a prominent figure in Mexico’s tequila industry. The CRT, based in Tequila, Jalisco, is a government-backed organization responsible for regulating and promoting tequila production and trade. As the industry’s leading authority, the CRT plays a crucial role in maintaining tequila’s global reputation and ensuring compliance with production standards.
Tequila Exports to the US Remain Strong Despite Tariff Concerns
Despite concerns over President Donald Trump’s tariff policies, tequila exports to the United States have not been affected, according to López Rocha. The US remains the primary market for tequila, accounting for 84% of Mexico’s total tequila export trade.
“There has certainly been a period of nervousness and instability, but tequila’s uniqueness means it can only come from this region. As such, I believe it will be among the least vulnerable products,” López Rocha emphasized.
Export Growth in First Quarter of 2025
According to the CRT, tequila exports to the US increased by 14.1 million liters in the first quarter of 2025 compared to the same period in 2024. The figures show a rise from 75.7 million liters to 89.8 million liters during these respective periods.
Diversification of Markets
To expand tequila’s global presence, the CRT aims to reduce tariffs in emerging markets such as China, India, and the Dominican Republic. Currently, these countries impose high tariffs on tequila imports:
- India: 150% tariff
- China: 10% tariff
- Dominican Republic: 20% tariff
López Rocha outlined eight strategic action lines the CRT is pursuing to support the agave-tequila production chain’s strategic planning. These efforts include diplomatic missions to negotiate reduced tariffs, as demonstrated by recent discussions with Indian officials.
Collaboration with International Governments
Ramón González, the CRT’s director, highlighted ongoing efforts to collaborate with foreign governments. For instance, the Mexican government is preparing a delegation to visit India to discuss reducing tariffs on tequila. Last year, the Indian Minister of Finance visited Mexico to discuss similar matters.
Key Questions and Answers
- What is the Consejo Regulador del Tequila (CRT)? The CRT is a Mexican government-backed organization responsible for regulating and promoting tequila production and trade, ensuring compliance with production standards and maintaining the drink’s global reputation.
- Why is the US crucial for tequila exports? The United States is the primary market for tequila, accounting for 84% of Mexico’s total tequila export trade.
- How have tariffs affected tequila exports to other countries? Tariffs in India (150%), China (10%), and the Dominican Republic (20%) have posed challenges for tequila producers looking to expand in these markets.
- What strategies is the CRT employing to address these challenges? The CRT is pursuing eight strategic action lines, including diplomatic missions to negotiate reduced tariffs and collaborations with foreign governments.
