El Mayor Tequila

What El Mayor Tequila does

El Mayor Tequila is a U.S.-marketed portfolio of premium 100% Blue Weber Agave tequilas produced at Destiladora González Lux (DGL) in the Jalisco highlands near Arandas, Mexico, where fourth-generation master distillers Graciela and Rodolfo Gonzalez oversee production from agave field to bottle using traditional methods: hand jimador harvesting, autoclave cooking, fermentation with a family-secret heirloom yeast, double distillation in copper-lined pot stills, and aging in American white oak barrels (up to 3.5 years for Extra Añejo). The core lineup comprises seven expressions—Blanco, Reposado, Añejo, Extra Añejo, Cristalino (charcoal-filtered Añejo), Rosado Reposado (Cabernet Sauvignon cask-finished), and Café Reposado (coffee-bean bourbon barrel-finished)—plus a Signature Series of limited cask-finished releases (Port, Sherry, Rum, French Oak Chardonnay, Single Estate Blanco). All products pass through over 100 individual quality checks per bottle.

El Mayor was established in 2018 and is imported, marketed, and distributed exclusively in the U.S. by Luxco (St. Louis, MO), which functions as the strategic operating parent. The combined entity markets to two primary segments: premium tequila enthusiasts seeking heritage and craft, and hospitality industry professionals (bartenders, mixologists, restaurant operators) who need versatile, award-winning tequila for cocktail programs and menus. Secondary segments include foodies/culinary enthusiasts and gift buyers. Pricing ranges from a $14.99 SRP on 375mL Blanco/Reposado to a minimum $33.99 SRP on 750mL Café Reposado, positioning the brand in the accessible-premium tier.

Revenue is generated primarily through wholesale distribution via Luxco's U.S. network, supplemented by direct-to-consumer channels—Uber Eats, Reserve Bar, and Caskers—plus a direct enterprise-level Signature Selection custom barrel program. Go-to-market blends event-driven activation (Tales of the Cocktail Foundation partnership 2026), community-led content (blog, recipe database, social media), and DTC partnerships (Cocktail Courier kits). The brand has accumulated a substantial award portfolio since 2017, including 2024 Tequila of the Year from the San Francisco World Spirits Competition. The brand is privately held under Luxco with no public financials, funding rounds, or disclosed revenue figures.

Name

El Mayor Tequila

Legal name

Luxco

Website

https://elmayor.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

El Mayor Tequila is a U.S.-marketed portfolio of premium 100% Blue Weber Agave tequilas (Blanco, Reposado, Añejo, Extra Añejo, Cristalino, Rosado, Café) produced in Jalisco, Mexico, and distributed exclusively by Luxco to tequila enthusiasts and hospitality professionals.

Ownership category

akta.pro rank

Product category

Premium Tequila / Agave Spirits

NAICS

Distilleries (312140)

SIC

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

akta.pro primary industry

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)

Keywords

• Premium tequila
• Blue agave spirits
• Aged tequila
• Cask-finish tequila
• Craft tequila production

Headquarters

HQ city

Arandas

HQ country

Mexico

HQ region

Latin 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. Tequila Product Sales: Revenue generated from direct sales of premium tequila products across multiple expressions including Blanco, Reposado, Añejo, Extra Añejo, Cristalino, Rosado Reposado, and Café Reposado, sold through wholesale distributors and direct-to-consumer online channels.
2. Barrel Program: Personal barrel selection program through Signature Selection website, allowing customers to select their own custom barrel.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

El Mayor Tequila produces and sells a portfolio of premium 100% Blue Weber Agave tequilas including Blanco, Reposado, Añejo, Extra Añejo, Cristalino, Rosado Reposado, and Café Reposado expressions, plus limited-edition Signature Series cask-finish tequilas. All products are crafted at Destiladora González Lux (DGL) in the highlands of Jalisco, Mexico, using traditional jimador harvesting, family-secret heirloom yeast, copper-pot double distillation, and white oak barrel aging, and are imported exclusively into the U.S. by Luxco.

Product overview

El Mayor Tequila is a portfolio of premium 100% Blue Weber Agave tequilas produced at Destiladora Gonzalez Lux in the highlands of Jalisco, Mexico. The core lineup consists of seven expressions: Blanco (unaged), Reposado (rested 9+ months in white oak), Añejo (aged 18-36 months), Extra Añejo (aged 3.5+ years), Cristalino (charcoal-filtered añejo), Rosado Reposado (aged in Cabernet Sauvignon casks), and Café Reposado (rested in coffee-seasoned bourbon barrels). The Signature Series offers limited-edition specialty tequilas exploring unique cask finishes including Port Cask, Sherry Cask, Rum Cask, and French Oak Chardonnay. All products are crafted using traditional methods with heirloom yeast and undergo rigorous quality testing with over 100 individual quality checks per bottle.

Differentiator

Problem solved

Functional benefit

Brands

• Signature Series: Limited-edition specialty tequilas exploring new flavors, techniques and finishes including Single Estate Blanco, French Oak Chardonnay Cask Finish Reposado, Port Cask Aged Extra Añejo, Sherry Cask Aged Extra Añejo, and Rum Cask Finish Extra Añejo.

Products and services

• El Mayor Blanco Unaged 100% Blue Agave tequila delivering crisp, light body with a hint of pepper and pure expression of natural agave flavors; suited for cocktails and awards include 2024 Tequila of the Year and multiple Double Platinum medals.
• El Mayor Reposado 100% Blue Agave tequila rested in white oak barrels for a minimum of 9 months, offering an elegantly structured, balanced taste with a smooth finish; multiple Double Gold awards from the San Francisco World Spirits Competition.
• El Mayor Añejo 100% Blue Agave tequila aged in white oak barrels for 18 to 36 months, designed for slow contemplative sipping with sophisticated smoothness; 2024 Double Platinum at ISC.
• El Mayor Extra Añejo Premium 100% agave tequila aged in American white oak barrels for a minimum of 3.5 years, offering rich, complex flavors of dried fruit, caramel, dark chocolate, smoke, hazelnut and nutmeg; multiple ASCOT Golds and a 2017 Tequila Masters Super Premium category recognition.
• El Mayor Cristalino Añejo tequila aged a minimum of 12 months and filtered using ultra-fine charcoal, delivering añejo complexity with crisp, bright notes and the crystal-clear color of a blanco; multiple SIP Awards including 2024 Platinum.
• El Mayor Rosado Reposado Limited expression of Reposado aged over 9 months in Cabernet Sauvignon casks, creating a uniquely smooth flavor inspired by Napa Valley with subtle rose gold hues, hints of red berry and gentle spice.
• El Mayor Café Reposado Premium Blanco tequila rested for three months in bourbon barrels previously used to age coffee beans, lending a smooth, natural coffee-kissed flavor with vanilla and a subtle coffee finish; crafted with 100% Blue Weber Agave, water, and heirloom yeast.
• El Mayor Extra Añejo Port Cask Aged (Signature Series) Limited-edition Extra Añejo tequila aged 42 months in port casks, distilled from Blue Weber Agave, with dried fruit and vanilla on the nose and a sweet, oak, well-balanced finish.
• El Mayor Sherry Cask Aged Extra Añejo (Signature Series) Limited-edition Extra Añejo tequila aged for 38 months in sherry casks, with dried fruit, elegant spices, vanilla hints, intense oak notes, and a complex luxurious body.
• El Mayor Rum Cask Finish Extra Añejo (Signature Series) Extra Añejo aged three years in bourbon barrels and finished for six months in Agricole Rum Casks, offering caramel, dark chocolate, vanilla, nutmeg and hints of spice with a golden amber color.
• El Mayor French Oak Chardonnay Cask Finish Reposado (Signature Series) Reposado rested for 9 months in specially sourced ex-Chardonnay French oak barrels, curated by fourth-generation distiller Graciela Gonzalez, with a sweet vanilla profile, smooth character and golden straw color with silver sparkles.
• El Mayor Single Estate Blanco (Signature Series) Herbal Blanco tequila made exclusively from agave on Los Lobos Plantation, the highest-altitude in the lowlands of Jalisco at 1,900 meters above sea level, with diverse red clay and volcanic rock soil producing an exceptionally smooth taste and unique flavor profile.
• Signature Selection Personal Barrel Program Personal/custom barrel selection program run through the Signature Selection website, allowing customers to purchase their own selected barrel of El Mayor tequila directly from the company.

Quantifiable outcome

• Over 100 individual quality checks per bottle
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tales of the Cocktail FoundationcoreGTM or Marketing Partner · 25 March 2026El Mayor Tequila has partnered with Tales of the Cocktail Foundation to host multi-city industry events and sponsor cocktail competitions across the United States, starting in 2026. The partnership involves product education, competitions, and scholarships aimed at professionals and enthusiasts in the hospitality industry. The initiative aims to promote tequila in modern cocktail culture and enhance professional growth within the hospitality industry.
• Cocktail CourierminorGTM or Marketing Partner · 17 March 2026Partnership with Cocktail Courier to offer cocktail kits complementing the new 375mL bottle sizes of Blanco and Reposado tequilas.
• LuxcocoreChannel Partner/ Reseller/ DistributorLuxco is the exclusive importer and U.S. distributor of El Mayor Tequila, headquartered in St. Louis, Missouri. Luxco manages all U.S. distribution, marketing, and sales operations for the brand.
• Destiladora González Lux (DGL)coreStrategic or Co-development PartnerDestiladora González Lux (DGL), located in the highlands of Jalisco near Arandas, is the production facility for El Mayor Tequila. It continues the decades-old partnership between the Lux and Gonzalez families, using the same methodology as the family's Destiladora Gonzalez Gonzalez (DGG), which has been operating for more than 150 years.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Don Julio: Premium 100% Blue Agave tequila brand offering Blanco, Reposado, Añejo, and aged expressions — directly competing in the same product category, price tier, and on-premise channels that El Mayor targets. Now owned by Diageo, giving it significantly greater distribution and marketing resources.
• Camarena Tequila: Family-produced premium tequila brand from Jalisco with Blanco, Reposado, and Añejo expressions — closely comparable artisanal heritage positioning and competing for share in the same premium and super-premium retail and on-premise accounts.
• Casa Noble Tequila: Premium 100% Blue Agave tequila brand with certified organic expressions — closely comparable in positioning around quality, heritage, and traditional production methods to El Mayor, and competing in the same on-premise hospitality trade channels.
• Patrón Tequila: Premium tequila portfolio with Blanco, Reposado, Añejo, and Extra Añejo expressions — overlapping core product portfolio with El Mayor and competing for the same premium on-premise and retail accounts. Acquired by Bacardi, providing international distribution scale El Mayor lacks.
• Herradura: Premium 100% agave tequila brand with heritage positioning and aged expressions — directly comparable to El Mayor's portfolio and competing for the same on-premise tequila menu placements and premium retail shelf space.
• Casamigos: Premium celebrity-backed tequila brand (George Clooney/Rande Gerber) with Blanco, Reposado, Añejo, and aged variants competing in the same premium on-premise cocktail accounts as El Mayor. Owned by Diageo, leveraging massive marketing investment to grow share.
• Clase Azul: Ultra-premium tequila brand known for hand-painted ceramic decanters — competes in the high-end sipping and gifting occasion that El Mayor's Extra Añejo and Signature Series target, often sharing the same premium on-premise account placement.
• Milagro Tequila: Premium tequila portfolio with multiple expressions including Blanco, Reposado, Añejo, and single-barrel offerings — overlapping core product range and competing directly for the same premium on-premise and retail placements that El Mayor pursues.

Emerging players

• 818 Tequila: Celebrity-backed (Kendall Jenner) premium tequila brand with Blanco, Reposado, and Añejo expressions — competing in the same premium younger-demographic cocktail and lifestyle occasion as El Mayor, though with heavier DTC and digital marketing emphasis.

Broad incumbents

• Gran Centenario: Established Mexican tequila brand (Beam Suntory-owned) with a wider portfolio spanning value through premium tiers — overlapping with El Mayor's premium expressions while competing for the same distributor attention and shelf placements within the broader category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/elmayortequila
• Pinterestpinterest.com/elmayortequila
• LinkedInlinkedin.com/company/dgl-destiladores-s.-de-r.l.-de-c.v.

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 El Mayor Tequila