iSSUES
Protecting Tequila’s Heritage
Tequila is a cultural legacy.
“Additive-free” imposes foreign standards on a Mexican product, harming the generations of farmers and producers who have made Tequila what it is today. This misleading label replaces legally defined rules with influencer-driven marketing campaigns created outside the culture that built Tequila.
Upholding the CRT’s Standard
The Consejo Regulador del Tequila (CRT), Mexico’s Tequila Regulatory Council, has served as the sole internationally recognized regulator certifying what is, and is not, Tequila.
For over three decades, the CRT has perfected the process for ratifying the authenticity of Tequila – certifying that it’s made with Blue Weber agave, not that it’s “additive-free.”
The CRT is committed to guarding, strengthening, and advancing the quality and integrity of Tequila through rigorous traceability, compliance, quality, and safety standards.
Sowing doubt in the CRT and the way Tequila is regulated harms producers and consumers.
Ensuring Consumer Confidence
Consumers benefit from a single, trusted authority setting the rules. Ensuring the CRT’s oversight eliminates ambiguity by ensuring one consistent standard, providing confidence in the authenticity and quality of the products available on the shelf.
When people question or sow doubt in the CRT and the way Tequila is regulated and defined, consumer trust erodes, pushing them away from the industry completely.
