This World Tequila Day, Positive Luxury (responsibly) raises a glass to more sustainable sipping, shining a spotlight on the tequila makers transforming an industry at a critical crossroads. Tequila’s global rise in popularity brings with it a responsibility to protect the agave landscapes and communities that sustain it.
AGAVE: AT THE HEART OF THE SUSTAINABILITY CHALLENGE
Tequila is made from the blue agave plant, which takes up to eight years to mature. As global demand for tequila soars, pressure on agave cultivation has intensified, leading to monocultures that threaten biodiversity, degradation to soil health and increased vulnerability to pests and disease. Traditional methods often rely on chemical fertilisers and pesticides that strip the soil of its natural fertility, while intensive water use strains local ecosystems in already arid regions. Yet across Jalisco and beyond, a new generation of tequila makers is proving that sustainability and craft can thrive together.
CLASE AZUL MÉXICO: CRAFTING CULTURE AND COMMUNITY
The first tequila brand to be Butterfly Mark certified, in 2019, Clase Azul México is a brand built around sustainable decision-making, weaving a culture of ESG into every stage of its process. The brand’s foundation actively supports Mexican artisanship and empowers local youth through education and development, ensuring that tequila’s future is rooted in community as much as craft. Each Clase Azul decanter, made by hand, celebrates the artistry of Mexican culture while reinforcing a commitment to a more responsible way of creating luxury spirits.
CELOSA ROSE: ORGANIC INNOVATION IN EVERY DROP
Ageing its tequila in repurposed French oak red wine barrels from Napa Valley while ensuring every drop is made from 100% organic agave, cultivated without pesticides. As Celosa shares:
“At Celosa, we believe that true luxury respects its origins. Every bottle is a tribute to the land it comes from, Jalisco, Mexico, and to the people who bring it to life. Crafted in harmony with nature and community, our approach to sustainability extends beyond the fields, rooted in care for the earth, the hands that shape our tequila, and the generations to come. Through thoughtful practices and deep-rooted partnerships, we are proud to drive meaningful change in the world of tequila.”
This ethos of honouring land and people shows how thoughtful practices can deliver both exceptional quality and a positive impact.
PREMIUM SUAVE TEQUILA: REGENERATIVE AGRICULTURE IN ACTION
Suave Tequila has reimagined its production by moving away from fertilisers, instead allowing the soil to restore its natural fertility. This approach has led to the return of local plants and wildlife to their habitats, demonstrating how tequila production can help regenerate the landscapes it depends on rather than deplete them. Their commitment to biodiversity and sustainable land management shows what is possible when environmental stewardship is prioritised in spirit making.
SIP MORE SUSTAINABLY
With a blend of innovation, science, care, and craft, these Butterfly Mark certified brands are leading the charge towards a more sustainable tequila industry. On this World Tequila Day, we invite you to sip consciously and celebrate the distillers who are working tirelessly to protect the landscapes, biodiversity and communities that keep tequila flowing for generations to come.
Because real change is worth raising a glass to.
LEARN MORE ABOUT OUR BUTTERFLY MARK CERTIFIED TEQUILA BRANDS
CLASE AZUL MEXICO | CELOSA TEQUILA | PREMIUM SUAVE TEQUILA
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