What Milagro Tequila does

Milagro Tequila is a manufacturer and distributor of 100% blue agave tequila, founded in 1998 in Lerma, Mexico, and owned by Scottish family-owned spirits conglomerate William Grant & Sons. The company produces a portfolio of premium expressions — Silver, Reposado, Añejo, and the September 2024-launched Cristalino Añejo — alongside the Milagro Select Barrel Reserve sub-brand (Select Silver, Reposado, Añejo). All products are 40% ABV (80 proof) in 750ml format, priced in the $40-$60 band.

Production is anchored in traditional methods: 36-hour brick oven roasting of agave piñas sourced from the Jalisco highlands, an extended 72-hour fermentation, and dual pot-and-column still distillation under Master Distiller Pedro Juarez (35+ years of experience). The Cristalino Añejo adds 18-24 months of American and French oak aging followed by charcoal filtration for crystal clarity. Revenue is generated through one-time unit sales across a multi-channel US distribution network spanning national retail chains (Walmart, Target, Kroger, Total Wine), specialty spirits retailers (Binny's, Spec's, ReserveBar), e-commerce (Amazon, Wine.com), on-demand delivery (DoorDash, Instacart, Uber Eats, gopuff), and state-controlled liquor authorities. Go-to-market emphasizes the "Brighter Side of Tequila" brand positioning, an extensive cocktail recipe content ecosystem, and the event-driven "Kick Off" campaign targeting soccer and match-day occasions.

Name

Milagro Tequila

Legal name

William Grant & Sons Limited

Website

https://milagrotequila.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Milagro Tequila is a manufacturer of 100% blue agave tequila (Silver, Reposado, Añejo, Cristalino Añejo, and Select Barrel Reserve), owned by William Grant & Sons, distributed across major US retail chains, specialty retailers, e-commerce, and on-demand delivery, serving premium spirits consumers and mixologists.

Ownership category

akta.pro rank

Product category

Premium Tequila / Spirits

NAICS

Distilleries (312140), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industry

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)

Keywords

• Premium tequila
• Blue agave spirits
• Barrel reserve tequila
• Mexican distilled spirits
• Craft cocktail ingredients

Headquarters

HQ city

Lerma

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tequila Product Sales: Milagro Tequila generates revenue through the sale of its tequila products (Silver, Reposado, Añejo, Cristalino Añejo, and Select Barrel Reserve line) across retail, e-commerce, and wholesale channels. Products are sold in 750ml bottles at various price points from $40 to $60.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Milagro Tequila manufactures and distributes 100% blue agave tequila produced in the Jalisco highlands of Mexico. The portfolio spans two lines — a core range (Silver, Reposado, Añejo, Cristalino Añejo) and the premium Select Barrel Reserve line (Select Silver, Select Reposado, Select Añejo) — sold in 750ml bottles at 40% ABV through U.S. retail, on-premise, e-commerce, and delivery channels. The brand also supports its products with a 50+ recipe cocktail database and lifestyle/occasion-driven marketing.

Product overview

Milagro Tequila is a spirits brand offering a portfolio of 100% blue agave tequilas distributed across two main lines: the core Milagro range (Silver, Reposado, Añejo, and Cristalino Añejo) and the premium Milagro Select Barrel Reserve line (Select Silver, Select Reposado, Select Añejo). The brand also offers signature cocktails and gift sets. All products are crafted using traditional methods including slow-roasting agave piñas in brick ovens, double distillation using pot and column stills, and aging in American and/or French oak barrels. The company was founded in 1998 and is owned by William Grant & Sons.

Differentiator

Problem solved

Functional benefit

Brands

• Milagro Select: A premium sub-brand line featuring Milagro Select Silver (mellowed 45 days in American and French oak), Select Reposado (aged 2-4 months American oak, 4-6 months French oak), and Select Añejo (aged 12-14 months American oak, 18-24 months French oak). Marketed as 'Don't Settle, Select' with superior quality positioning.

Products and services

• Milagro Silver 100% blue agave tequila, unaged (silver/blanco). Crystal clear with silver hues; notes of lemon grass, citrus, and black pepper; bright, fresh agave flavor with exceptional smoothness. 40% ABV, 750ml.
• Milagro Reposado 100% blue agave tequila rested in American oak barrels for 2-4 months. Delivers notes of warm caramel and vanilla with subtle spice notes. 40% ABV, 750ml.
• Milagro Añejo 100% blue agave tequila aged in American oak barrels for 12-14 months. Smooth, refined, and agave-forward with notes of oak, orange, toasted coconut, rich agave, stone fruit, and butterscotch. 40% ABV, 750ml.
• Milagro Cristalino Añejo 100% blue agave tequila aged in American and French oak barrels for 18-24 months, artfully blended and filtered through charcoal for a crystal-clear liquid with pronounced depth. Notes of vanilla, stone fruit, cooked agave, and a crème brûlée finish. 40% ABV, 750ml, priced at $59.99.
• Milagro Select Silver

Quantifiable outcome

• First new core product in 10 years (Cristalino Añejo) launched September 2024, generating coverage across major publications including Forbes, BevNET, and industry outlets

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Código 1530: Código 1530 is a 100% agave tequila with blanco, reposado, añejo, and extra añejo expressions positioned in the same premium craft nicho as Milagro, including a recently expanded cristalino/origen line. Comparable sourcing from the Jalisco highlands and similar barrel-aging approach.
• Clase Azul: Clase Azul operates in the super- and ultra-premium 100% agave tequila segment with distinctive handcrafted decanters, overlapping Milagro's Cristalino Añejo and Select Barrel Reserve price ladder on gifting and luxury on-premise occasions. Comparable brand-building through lifestyle and craft positioning.
• Espolòn Tequila: Espolòn is a 100% agave tequila offering silver, reposado, añejo, and cristalino expressions with strong art-driven brand positioning and on-premise focus. Directly comparable price points and SKU architecture to Milagro, both targeting the craft cocktail and authentic Mexican-cultural occasion consumer.
• DeLeón Tequila: DeLeón is a 100% agave premium tequila with celebrity positioning and a SKU range (blanco, reposado, añejo, extra añejo) priced comparably to Milagro's core and Select lines. Competes directly on U.S. off-premise and on-premise accounts and shares the same target consumer.
• 1800 Tequila: 1800 Tequila offers a wide silver, reposado, añejo, and extra-añejo range under Proximo Spirits, competing head-to-head with Milagro at the $30-$50 price band across the same major U.S. retail chains. Closely overlapping distribution and target consumer (premium cocktail drinkers).
• Patrón Tequila: Patrón is the largest premium 100% agave tequila brand globally and the closest direct competitor to Milagro across silver, reposado, and añejo expressions, distributing through similar U.S. off-premise and on-premise channels at comparable price points. Both brands target the premium sip and craft-cocktail occasion.
• Casamigos: Casamigos is a celebrity-founded, now-Diageo-owned 100% agave premium tequila selling silver, reposado, and añejo SKUs at similar $40-$60 price points to Milagro's core and Select lines. Direct competitor in on-premise cocktail programs and premium off-premise accounts.
• Don Julio: Don Julio is a 100% blue agave premium tequila whose silver/reposado/añejo/blanco range directly overlaps Milagro's SKU architecture and pricing tiers, including recent cristalino and aged extensions. Both brands compete for the same prestige on-premise accounts and premium off-premise shelf space.

Broad incumbents

• Jose Cuervo: Jose Cuervo is the world's largest tequila producer by volume with broad portfolio coverage from mixto value through Reserva de la Familia ultra-premium. Comparable distribution scale across U.S. mass and specialty retail and a similar heritage / Jalisco agave sourcing model that competes with Milagro's craft positioning.

Emerging players

• Lobos 1707: Lobos 1707 is a 100% agave tequila (blanco, reposado, añejo, extra añejo) positioned in the premium occasion-based drinking segment with LeBron James as a notable investor/ambassador — directly competing with Milagro for the lifestyle/social occasion consumer at similar premium price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/milagro tequila
• Facebookfacebook.com/milagrotequila
• Xx.com/milagrotequila
• LinkedInlinkedin.com/company/tequilera-milagro

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Milagro Tequila