Tequila as Mexico’s Global Ambassador

In a world where brands compete on authenticity and consumers increasingly prize provenance, history, and sustainability, tequila has not merely endured — it has emerged as one of the most compelling success stories in the globalization of a denomination-of-origin product. Leading that transformation is Aurelio López Rocha, president of the Consejo Regulador del Tequila (CRT), whose strategic vision fuses business, culture, and regulation in pursuit of a defining position on the global stage.

In an exclusive interview with Elite Business, Aurelio López Rocha is unequivocal: tequila is no longer simply a spirit — it is a national asset. “Tequila is Mexico’s gift to the world,” he says.

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Today, the spirit competes on the same terrain as Scotch whisky and French wine — not only on the strength of its quality, but on the power of its cultural narrative.

Aurelio López Rocha, President of the Consejo Regulador del Tequila (CRT)

One of the pillars of tequila’s ascent is its evolution. “Tequila has entered the luxury and premium segment through the innovation of its producers and the rigorous regulation that governs every stage of its production,” he notes. This combination of innovation and oversight is decisive: while producers experiment with extended añejo expressions, artisanal bottlings, and exclusive presentations, the CRT ensures that every bottle meets standards that make tequila “one of the most regulated spirits in the world.”

Read the full feature at Elitebusiness.mx/revista

Tequila is Mexico’s gift to the world

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