24 July marks International Tequila Day — a holiday dedicated to one of the most recognizable symbols of Mexican culture. The date was chosen in memory of 1978, when the World Intellectual Property Organization officially recognized «tequila» appellation protected by origin. This gave the drink legal status and international protection, emphasizing its unique connection to Mexican territory and traditions. The first step towards this recognition was the declaration of tequila as a designation of origin in Mexico in 1974.
Today, tequila is produced exclusively in the Mexican states of Jalisco, Nayarit, Guanajuato, Michoacan and Tamaulipas, according to the Mexican official standard NOM. The production and export of the drink is regulated by the Tequila Regulatory Tip (CRT), according to which in 2024 exports exceeded 400 million liters, and revenue from foreign sales amounted to more than $4 billion. Tequila is exported to 120 countries, with the USA, Canada and European countries remaining the largest markets.
In addition to its economic significance, the drink is recognized by UNESCO as an element of intangible cultural heritage — in 2006, the agave plantations and ancient factories were listed as a World Heritage Site.
Every year, 24 July becomes a source of national pride for Mexicans. On Tequila Day, there are tastings, cultural events, gastronomic festivals and excursions to distilleries. The holiday is celebrated especially actively in the state of Jalisco, where the so-called Tequila Route takes place and where the largest producers are historically concentrated. Among them — Casa Herradura, founded in 1870 in the Amatitan Valley, Jalisco, became the first brand to release reposado tequila in 1974.
International Tequila Day — not just an excuse to pour a glass, but a chance to highlight the drink’s connection to the land, craft, labor and pride passed down from generation to generation.