New CRT President Aurelio López Rocha Addresses Trade Concerns
Despite U.S. tariffs under President Donald Trump’s policy, the new president of the Consejo Regulador del Tequila (CRT), Aurelio López Rocha, asserts that tequila sales to the United States remain unaffected. The U.S. accounts for 84% of tequila export trade, making it the primary market.
López Rocha acknowledges a period of nervousness and instability but emphasizes tequila’s unique position as the sole source for the world. He believes this makes it one of the least vulnerable products, with sales gradually returning to normal levels.
According to CRT statistics, tequila exports to the U.S. increased by 14.1 million liters in the first quarter of 2025 compared to the same period in 2024, rising from 75.7 million liters to 89.8 million liters.
Focus on Market Diversification
To open new markets for Mexico’s most representative beverage, the CRT will strengthen efforts to reduce tariffs in countries like China, India, and the Dominican Republic. Currently, India imposes a 150% tariff on tequila, China at 10%, and the Dominican Republic at 20%.
López Rocha mentioned that the Indian government recently benefited whiskey in a trade agreement, reducing tariffs to 75% ad valorem with hopes of lowering them to 40%. A delegation from the Mexican government plans to visit India to discuss reducing these tariffs.
Agave Responsible Social Initiative
Presenting the CRT’s 2025 work plan to tackle current challenges in the agave-tequila industry, President Aurelio López Rocha highlighted eight strategic action lines.
Among them, he emphasized the recognition of traditional agave producers through the “Agave Responsible Social” (ARS) certification mark.
As of now, 800 producers have obtained the ARS certification, enabling them to directly trade over 15,000 metric tons of agave with the industry, generating $80 million in direct benefits for farmers.
Call for Emergency Norm
CRT Director Ramón González stressed that the agroindustrial sector faces a significant challenge with agave-based spirits, many of which he claims only use the agave label without actual content.
González urged the federal government’s Secretariat of Economy to issue an Emergency Norm (NOM-EM) requiring all excess agave to be utilized in these products, ensuring fair competition for traditional agave producers.
Key Questions and Answers
- What is the current situation regarding tequila sales to the U.S.? Despite tariffs under President Trump’s policy, tequila sales to the U.S. remain unaffected, with exports increasing by 14.1 million liters in the first quarter of 2025 compared to the same period in 2024.
- What tariff reduction efforts is the CRT pursuing? The CRT aims to reduce tariffs in India (150%), China (10%), and the Dominican Republic (20%) to open new markets for tequila.
- What is the Agave Responsible Social (ARS) initiative? The ARS certification recognizes traditional agave producers, with 800 producers currently holding the certification and benefiting from direct trade with the tequila industry.
- What is the call to action regarding agave-based spirits? Ramón González urges the federal government to issue an Emergency Norm requiring excess agave to be utilized in agave-based spirits, ensuring fair competition for traditional producers.
