Tequila Herradura

What Tequila Herradura does

Tequila Herradura is an ultra-premium tequila brand founded in 1870 at Casa Herradura in Amatitán, Jalisco, Mexico — the recognized birthplace of tequila — and currently owned by Brown-Forman Corporation (NYSE: BF.B). The brand produces nine expressions from 100% Blue Weber Agave, ranging from unaged Blanco and Silver (45-day aged) through Reposado (11 months), Añejo (25 months), Legend (12–14 months), Selección Suprema Extra Añejo (49 months), Double Barrel Reposado, Herradura Ultra (a filtered Añejo Cristalino), to the limited-edition Aniversario aged 100 months. Production methods are deliberately traditional: hand-harvested heritage agave, slow 26-hour clay-oven roasting, natural wild-yeast fermentation seeded by 16+ species of fruit trees on the estate, and double distillation, with the distillery making its own barrels for full control over aging and flavor.

The brand's product technology emphasizes extended aging well beyond industry standards (Reposado aged 11 months vs. industry 2–11; Añejo aged 25 months vs. industry 1–3 years) and proprietary processes such as the cristalino filtration used in Herradura Ultra. Quality is independently validated through cumulative recognition of 88+ Gold and Double Gold medals across expressions since 2006. Tequila Herradura pioneered both the Reposado category and the Extra Añejo category (Selección Suprema, 1994), giving it category-creation credibility in the ultra-premium segment.

Commercially, Tequila Herradura operates as a premium spirits brand within Brown-Forman's portfolio, selling through three primary channels: traditional retail (spirits shops, liquor stores), hospitality (bars, restaurants, hotels), and direct-to-consumer e-commerce via herradura.com. Distribution is handled globally by Brown-Forman's established infrastructure, with the brand maintaining its own digital presence across website, Facebook, Instagram, Pinterest, and email. Customer segments include premium spirits consumers, bars and restaurants building cocktail programs, and tequila collectors/enthusiasts. The brand participates in high-visibility experiential marketing, most notably a flagship partnership with Churchill Downs for the 152nd Kentucky Derby (2026). Brand-level revenue is not separately disclosed by Brown-Forman.

Name

Tequila Herradura

Legal name

Tequila Herradura

Website

https://herradura.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tequila Herradura is an ultra-premium 100% Blue Weber Agave tequila brand founded in 1870 at Casa Herradura in Amatitán, Jalisco, Mexico, owned by Brown-Forman Corporation. It produces nine aged and specialty expressions distributed globally through retail, hospitality, and DTC channels to premium spirits consumers, bars, restaurants, and collectors.

Ownership category

akta.pro rank

Product category

Premium Tequila / Spirits

NAICS

Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Premium tequila production
• Blue agave spirits
• Ultra-premium tequila
• Aged tequila expressions
• Traditional tequila distillery

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Premium Spirits Sales: Tequila Herradura generates revenue through the sale of premium tequila products across multiple expressions (Silver, Reposado, Añejo, Ultra, Selección Suprema, Legend, Double Barrel Reposado, Aniversario, Blanco). Products are sold through Brown-Forman's global distribution network to retailers, bars, restaurants, and directly to consumers.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Tequila Herradura produces and sells a portfolio of nine premium 100% Blue Weber Agave tequila expressions crafted at the Casa Herradura distillery in Amatitán, Jalisco, Mexico, using traditional methods including clay oven roasting, wild yeast fermentation, double distillation, and extended aging in American White Oak barrels. The lineup spans unaged Blanco, lightly aged Silver, Reposado, Añejo, the Extra-Añejo Selección Suprema, Cristalino Ultra, Legend Añejo, Double Barrel Reposado, and the limited 100-month Aniversario expression. Products are sold through Brown-Forman's global distribution network to retail, hospitality, and direct-to-consumer channels.

Product overview

Tequila Herradura is a portfolio of nine premium tequila expressions crafted from 100% Blue Weber Agave at Casa Herradura in Amatitán, Jalisco, Mexico, with over 150 years of production history. The product lineup spans from unaged expressions (Blanco) to extra-aged variants, including Silver (45-day aged), Reposado (11-month aged), Añejo (25-month aged), Legend (12-14 month aged), Selección Suprema Extra Añejo (49-month aged), and the limited-edition Aniversario (100-month aged). Specialty expressions include Herradura Ultra (filtered Añejo Cristalino) and Double Barrel Reposado (two-step aging process). All expressions are produced using traditional methods including hand-harvesting, clay oven roasting, wild yeast fermentation, and double distillation, with aging conducted in charred American White Oak barrels.

Differentiator

Problem solved

Functional benefit

Products and services

• Herradura Silver Fresh, smooth, agave-forward tequila with industry-surpassing 45-day barrel aging that imparts hints of vanilla, featuring a mildly sweet flavor with mellow notes of roasted agave and oak. Aimed at consumers seeking a crisp yet nuanced sipping or cocktail tequila.
• Herradura Blanco Unaged, untamed, authentic 100% Blue Weber Agave tequila crafted since 1870, presenting the full character of bright heritage agave with toasted agave, fresh agave, herbal tones, spices, and fresh fruit notes. Targeted at consumers wanting the pure, unaged agave profile for cocktails or sipping.
• Herradura Reposado Category-pioneering Reposado tequila rested for 11 months in charred American White Oak casks, with notes of roasted agave, butterscotch, and autumn spice. Marketed to consumers seeking the brand's heritage reposado for sipping or premium cocktails.
• Herradura Añejo Remarkably smooth Añejo first released in 1962, barrel-aged for 25 months with sweet complex flavors of deep nutty caramel, pineapple, orange, and warm baking spices. Aimed at premium spirits consumers and on-premise accounts wanting a recognizable aged tequila.
• Herradura Double Barrel Reposado Premium Reposado produced using a two-step aging ritual of 11 months in charred American White Oak barrels plus an additional month in fresh barrels, yielding notes of smoky wood, caramel, black pepper, custard cream, and dried fruit. Targets consumers seeking a more intense, layered reposado for sipping or cocktails.
• Herradura Legend Distinct and keenly rich Añejo aged 12-14 months in grooved charred American Oak barrels, imparting a gorgeously oaky palate with toasted agave, charred oak, warm vanilla, honey, and stone fruits. Marketed as a premium sipping expression for enthusiasts.
• Herradura Selección Suprema The world's first Extra Añejo tequila, unveiled in 1994, rested in American White Oak barrels for 49 months with notes of vivid agave, cinnamon, tobacco, toasted agave, oak, vanilla, and spiced pecans. Targets tequila collectors and ultra-premium sipping consumers.
• Herradura Ultra Ultra-refined Añejo Cristalino finished with a hint of agave nectar and filtered to remove color while enhancing smoothness, with brilliant clarity and velvety vanilla, toasted nuts, caramel, and honey notes. Targets consumers and on-premise accounts seeking a clear, smooth aged tequila for cocktails.
• Herradura Aniversario Exceptionally mature limited-edition tequila commemorating 150 years of tequila-crafting excellence, aged 100 months in hand-crafted American White Oak barrels with notes of intense caramel, sophisticated vanilla, roasted agave, fruit, candied nuts, and cinnamon. Aimed at tequila collectors and ultra-premium gifting occasions.

Quantifiable outcome

• Winner of 18 Gold and Double Gold medals for Añejo alone since 2006
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Churchill Downs / Kentucky DerbyflagshipGTM or Marketing Partner · 23 April 2026Tequila Herradura is featured as a brand partner at the 152nd Kentucky Derby (Run for the Roses®) scheduled for May 2, 2026, in Louisville, Kentucky. Herradura participates in immersive activations and fan experiences alongside other premium brands including Woodford Reserve, Longines, Old Forester, and others at this major sporting event.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Clase Azul: Ultra-premium, hand-decorated ceramic-bottle tequila competing at the top of the category alongside Herradura Selección Suprema and Aniversario. Comparable collector and gifting positioning with limited-edition expressions.
• Maestro Dobel: Premium tequila portfolio from Casa Dobel known for pioneering the Cristalino expression (Dobel Diamante). Direct competitor in the Cristalino/Añejo aged-and-filtered segment where Herradura Ultra plays.
• Patrón Tequila: Ultra-premium tequila owned by Bacardi, directly competing with Herradura across Blanco, Reposado, and Añejo expressions for on-premise accounts, retail shelf, and DTC gifting. Comparable price tier and category positioning.
• 1800 Tequila: Mass-to-premium tequila owned by Proximo Spirits with a comparable multi-expression portfolio (Silver, Reposado, Añejo, Cristalino, Milenio). Overlaps with Herradura in retail and on-premise channels at slightly lower price tiers.
• Casamigos: Celebrity-founded (George Clooney) premium tequila now owned by Diageo. Direct competitor in the same Blanco/Reposado/Añejo category at overlapping price points, with particularly strong celebrity-marketing-driven consumer pull.
• Milagro Tequila: Premium 100% agave tequila (Silver, Reposado, Añejo) owned by Pernod Ricard, competing in similar retail and on-premise channels as Herradura at comparable mid-premium price points.
• Espolòn Tequila: Mid-to-premium tequila owned by Campari Group with strong on-premise presence and comparable Blanco/Reposado/Añejo line-up. Competes for bartender mindshare and value-tier premium accounts.
• Olmeca Altos: Premium 100% agave tequila owned by Pernod Ricard, primarily targeting the on-premise cocktail channel. Comparable craftsmanship narrative ( tahona-stone production) and price positioning to mid-tier Herradura expressions.
• Don Julio: Premium tequila portfolio (Blanco, Reposado, Añejo, 1942) owned by Diageo, with a comparable heritage narrative and ultra-premium price points. One of Herradura's principal competitors in the on-premise cocktail and gifting segments.

Broad incumbents

• Jose Cuervo: The world's largest tequila producer, owned by Becle. Operates across value, mainstream, and premium tiers (Tradicional, Reserva de la Familia). Overlaps with Herradura in the premium tier but is a much broader incumbent with a wider portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/herraduratequila
• Instagraminstagram.com/herradurateq
• Pinterestpinterest.com/herraduraTeq
• Xx.com/HerraduraTeq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tequila Herradura