El Mexicano Tequila

What El Mexicano Tequila does

Tequila El Mexicano is a family-owned and operated tequila producer (legal entity Tequilas El Mexicano, S.A. DE C.V.) headquartered at its Hacienda El Mexicano distillery (NOM 1588) in Arandas, in the highlands of Jalisco, Mexico. The brand is run by the Bañuelos family across three generations, with current operations led by León Jr. and Willy Bañuelos in collaboration with their father León Sr.; the family previously co-founded and built Tequila CAZADORES into the #1 selling 100% agave tequila before divesting and launching El Mexicano as a separate brand.

The product portfolio consists of four 100% agave expressions: Blanco (40% ABV), Blanco 90 (45% ABV), Reposado (90-day aged in 80% American Oak / 20% French Oak), and Añejo (14-16 months in 70% American Oak / 30% French Oak). Production combines traditional and custom methods — slow "low and slow" cooking in stainless-steel low-pressure autoclaves for 18-24 hours, a five-step roller milling process, open-air fermentation harmonized with classical music for 7+ days (described as one of the longest in the industry), and distillation in custom-designed stainless steel pot stills built by the master tequila maker. The distillery features open production visible to visitors.

The brand generates revenue through two channels: direct-to-consumer e-commerce via elmexicanous.com and US wholesale distribution through Foley Family Wines & Spirits. Marketing is anchored in proprietary cocktail recipes (Rancho Mexicano, Sonoran Water, Paloma Spritz, Yucatan Sunset, Es Sucio, Chai Sour, "Oh Mami"), Instagram, earned media across beverage trade outlets (Vinepair, Market Watch, Brobible, Wine Industry Advisor, Distiller, The Manual, Bevnet), and competition entries at San Francisco World Spirits Competition, Concours d'Spirits, and Bar Convent Brooklyn. Target end-customers are premium tequila consumers and bar/restaurant programs in the United States and Mexico; pricing is quote-based and not publicly disclosed.

Name

El Mexicano Tequila

Legal name

Tequilas El Mexicano, S.A. DE C.V.

Website

https://elmexicanous.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

El Mexicano Tequila is a family-owned Mexican tequila producer operating a single NOM 1588 distillery in the Jalisco highlands, selling four 100% agave expressions (Blanco, Blanco 90, Reposado, Añejo) via DTC e-commerce and US wholesale through Foley Family Wines & Spirits.

Ownership category

akta.pro rank

Product category

Premium Tequila

NAICS

Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

akta.pro secondary industry

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)

Keywords

• Premium tequila
• Agave spirits
• 100% agave tequila
• Reposado tequila
• Mexican tequila

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North 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: Direct-to-consumer and wholesale sales of tequila products including Blanco, Blanco 90, Reposado, and Añejo expressions through e-commerce and retail distribution.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

El Mexicano Tequila is a 100% family-owned producer of premium 100% agave tequila based in Arandas, Jalisco, Mexico (NOM 1588), operated by the Bañuelos family. The company manufactures and sells four tequila expressions — Blanco, Blanco 90, Reposado, and Añejo — through direct-to-consumer e-commerce and US wholesale distribution via Foley Family Wines & Spirits.

Product overview

Tequila El Mexicano is a family-owned and operated tequila brand (NOM 1588) produced by the Bañuelos family at their Hacienda El Mexicano distillery in the highlands of Jalisco, Mexico. The product portfolio consists of four distinct tequila expressions: Blanco (unaged, 40% ABV), Blanco 90 (higher-proof unaged, 45% ABV), Reposado (aged 90 days in American and French oak), and Añejo (aged 14-16 months in American and French oak). All tequilas are 100% agave, crafted using traditional methods including slow cooking in autoclaves, open-air fermentation with classical music, and small-batch distillation in custom pot stills. The brand markets these expressions both for sipping neat and as bases for cocktails including Rancho Mexicano, Sonoran Water, Paloma Spritz, Yucatan Sunset, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• El Mexicano Blanco Tequila
• El Mexicano Blanco 90 Tequila
• El Mexicano Reposado Tequila
• El Mexicano Añejo Tequila

Quantifiable outcome

• 93 points - Blanco at 2024 USA Spirits Ratings
• +5 more outcomes

Segments2 records

Ideal customer profiles2 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.

• Foley Family Wines & SpiritscoreChannel Partner/ Reseller/ DistributorFoley Family Wines & Spirits serves as the US importer and distributor for Tequila El Mexicano. They announced the nationwide release of the brand and handle wholesale distribution across the United States.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Casamigos: Premium celebrity-founded tequila brand now owned by Diageo, offering Blanco, Reposado, and Añejo expressions. Competes head-to-head with El Mexicano in the premium on-premise and DTC channels.
• Clase Azul: Ultra-premium Mexican tequila brand known for hand-painted decanters and high price points. Competes with El Mexicano in the premium sipping and gifting occasion.
• Teremana Tequila: Celebrity-backed premium tequila launched in 2020 and rapidly scaled through US retail and DTC. A relevant benchmark for the trajectory El Mexicano is pursuing — a newer entrant scaling nationwide against incumbents.
• Don Julio: Premium and ultra-premium tequila portfolio (Blanco, Reposado, Añejo, 1942) owned by Diageo. Directly competes with El Mexicano across the same four expression tiers and bar/restaurant accounts.
• Casa Dragones: Small-batch ultra-premium sipping tequila positioned around craft, provenance, and Jalisco heritage — a near-direct analog to El Mexicano's family-owned, NOM-certified positioning.
• Código 1530: Premium tequila brand sourced from a private family distillery in Jalisco with multiple aged expressions. Comparable positioning to El Mexicano as a heritage-led, family-produced premium tequila.
• Patrón Tequila: One of the most recognized premium 100% agave tequila portfolios globally (now under Bacardi), competing in the same Blanco/Reposado/Añejo tiers as El Mexicano across US retail and on-premise.
• 818 Tequila: Premium celebrity-founded tequila (Blanco, Reposado, Añejo) competing directly in US retail, on-premise, and DTC channels. A close peer in brand-build tactics and target occasion.
• Tequila CAZADORES: Premium 100% agave tequila brand originally co-founded by the Bañuelos family (the same family behind El Mexicano). Now owned by Bacardi, it directly competes in the same premium tequila segment that El Mexicano targets.

Others

• Foley Family Wines & Spirits: Partner and US importer/distributor for El Mexicano. Operates a portfolio of premium family-owned wine and spirits brands and is the channel through which El Mexicano reaches US retail and on-premise; relevant as the company's critical go-to-market vehicle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

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 Mexicano Tequila