What Gran Centenario Tequila does

Gran Centenario Tequila is a family-founded premium tequila brand established in 1857 by Lázaro Gallardo at Ex Hacienda Los Camichines, currently positioned as Mexico's #1 tequila by volume (Nielsen/ISCAM, Total Mexico, 12 months ended 12/31/2025). The brand's trademarks are held by publicly listed Becle, S.A.B. de C.V. (BMV: BECLE), while US operations and distribution are run through Proximo Spirits USA, Inc. from Jersey City, New Jersey. Gran Centenario serves premium tequila consumers and Mexican-heritage cultural occasions, anchored by 165 years of brand heritage and an iconic 1920 Art Deco bottle design featuring The Angel of Independence.

The product portfolio is built on 100% Blue Weber agave spirits, double-distilled in copper pot stills and aged in American oak, with a proprietary Selección Suave™ blending process that combines rested and aged reserves for smoothness. The expression ladder spans Plata, Reposado, Añejo (~16 months oak), Cristalino (aged tequila filtered through Mexican silver), Leyenda Extra Añejo, and Gallardo Extra Añejo (3+ years in American, French, and Bordeaux casks). Limited-edition releases such as Tri-Nation Fútbol Reposado (April 2026, USD 37.99 SRP, 700ml) and the Fútbol-label series leverage Mexican, American, and Canadian oak for the FIFA World Cup 2026 co-hosting.

The business model combines direct-to-consumer e-commerce on grancentenario.com, fulfilled by licensed third-party retailers in the AccelPay network, with US retail distribution across 39 continental states (excluding AL, AK, AR, CO, HI, MA, MI, MS, MT, OH, TN, UT) and store-locator traffic. Pricing is structured across entry-level, core, and ultra-premium tiers, with $19.99 flat shipping and free shipping on orders over $100, plus a $5 first-order incentive for email subscribers. Marketing is event- and culture-driven, anchored by the Mexican National Team partnership, ambassadors Memo Ochoa, DJ Deorro, and Pati Jinich, and a 15+ cocktail recipe content library, with separate customer service channels for DTC alcohol orders managed by AccelPay.

Name

Gran Centenario Tequila

Legal name

Becle, S.A.B. de C.V.

Website

https://grancentenario.com

Company type

Private

Founded year

1857

Operating status

Operating

Headcount range

11–50 employees

Short description

Gran Centenario Tequila is a 165-year-old family-owned Mexican premium tequila brand under Becle, S.A.B. de C.V., producing 100% Blue Weber agave expressions (Plata, Reposado, Añejo, Cristalino, Leyenda, Gallardo) for global consumers via DTC e-commerce and retail distribution.

Ownership category

akta.pro rank

Headquarters

HQ city

Jersey City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Direct-to-Consumer E-commerce: The company sells directly to consumers through its owned e-commerce storefront grancentenario.com, with orders fulfilled by licensed third-party retailers in the AccelPay network. Prices are determined by the licensed retailers. Free shipping on orders over $100; flat rate $19.99 for orders under $100.
2. Retail Distribution: Products are sold through third-party licensed retailers, with availability tracked via a store locator on the brand website. Retail presence in the continental US excluding 11 states.
3. Limited Edition / Special Release Products: Premium limited-edition expressions such as Tri-Nation Fútbol Reposado ($37.99 SRP, 700ml) and Gallardo Extra Añejo are sold at higher price points, driving revenue through scarcity and collectability around major events like the FIFA World Cup.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Gran Centenario Tequila produces and sells premium 100% Blue Weber agave tequila expressions (Plata, Reposado, Añejo, Cristalino, Leyenda Extra Añejo, Gallardo Extra Añejo) plus limited-edition fútbol-themed variants. Products are sold direct-to-consumer via grancentenario.com (fulfilled by AccelPay-licensed retailers) and through third-party retail in the continental United States, with cultural positioning tied to Mexican heritage and the FIFA World Cup 2026.

Product overview

Gran Centenario Tequila is a family-owned Mexican tequila brand founded in 1857, offering a portfolio of premium spirits made from 100% Blue Weber agave. The core product lineup includes Plata (silver), Reposado (rested), Añejo (aged), and Cristalino (filtered aged) expressions, positioned as Mexico's No. 1 tequila brand. Premium offerings include Leyenda (Extra Añejo) and Gallardo (Extra Añejo aged over 3 years in Bordeaux casks). Limited-edition products include the Tri-Nation Fútbol Reposado commemorating the 2026 FIFA World Cup and Fútbol Label editions celebrating soccer culture. All products share the heritage of the Selección Suave process pioneered by founder Lázaro Gallardo, emphasizing smoothness and quality craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Plata Tequila Silver tequila made from 100% Blue Weber agave, double-distilled and aged in American Oak pipones for 4-6 weeks for an ultra-smooth finish. Contains no additives; notes of pear, lime, citrus, and a hint of black pepper. Targeted at consumers seeking a smooth silver tequila for cocktails like Margaritas and Palomas.
• Reposado Tequila Tequila rested in new American oak casks, offering a balanced profile with sweet tones of cooked agave, oak, toasted almonds, vanilla, and clove. Targeted at premium tequila consumers and cocktail enthusiasts.
• Añejo Tequila 100% agave tequila aged approximately 16 months in new American oak barrels. Award-winning spirit with notes of toasted oak, chocolate, caramel, and nuts—soft, complex, and balanced with a slightly sweet finish. Targeted at premium sipping tequila consumers.
• Cristalino Tequila Blend of Añejo and Extra Añejo tequilas, twice-distilled in copper pot stills, aged in new American oak, then finished in Calvados casks and filtered through Mexican silver. Crystal-clear spirit with notes of cooked agave, caramel, vanilla, oak, and apple. Targeted at consumers seeking aged tequila depth with clear spirit appearance.
• Leyenda Extra Añejo Tequila Rare and special Extra Añejo tequila created by founder Lázaro Gallardo over 150 years ago for distinguished guests. Features aromatic notes of apple, pear, quince, raisins, wood, maple, eucalyptus, clove, and thyme. Targeted at ultra-premium collectors and connoisseurs.
• Gallardo Extra Añejo Tequila Extra Añejo tequila meticulously aged for over 3 years in American and French oak barrels, finished in Bordeaux casks. Prominent notes of vanilla and oak with flavors of banana, figs, apple, nuts, and red fruits, delivering a long and smooth finish. Targeted at ultra-premium sipping occasions and collectors.
• Tri-Nation Fútbol Reposado Limited-edition Reposado inspired by the Mexican National Team, celebrating the three host nations of the FIFA World Cup 2026. Aged in barrels crafted from Mexican, American, and Canadian oak—each contributing distinct character. Notes of roasted agave, sweet oak, maple, and light herbal character. Targeted at soccer fans and limited-edition collectors.
• Plata Fútbol Label Limited-edition 100% agave Plata tequila celebrating the spirit of fútbol. Rested in American oak pipones for an average of 7 weeks, featuring the brand's signature smoothness paired with soccer cultural branding. Targeted at Mexican National Team fans and soccer culture enthusiasts.
• Reposado Fútbol Label Limited-edition Reposado celebrating the spirit and passion of fútbol. Distilled from carefully selected blue agave and rested in new American oak barrels, offering balanced smoothness with soccer-themed packaging. Targeted at Mexican National Team fans and soccer culture enthusiasts.
• Añejo Gift Pack Award-winning Añejo tequila packaged with two limited-edition ceramic coasters as a gift set. The Añejo is aged approximately 16 months in new American oak. Targeted at gift-givers and consumers seeking a premium presentation.

Quantifiable outcome

• Mexico's #1 tequila by volume (Nielsen/ISCAM, Total Mexico, 12 months ended 12/31/2025)
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• Mexican National TeamcoreStrategic or Co-development Partner · 2 April 2026Centenario Tequila is the Official Tequila of the Mexican National Team, with extensive activation around the FIFA World Cup 2026 (co-hosted by Mexico, the USA, and Canada). This partnership drives the 'Todo o Nada' campaign, the 'Memos for Mexico' fan engagement program with Memo Ochoa, and the Tri-Nation Fútbol Reposado limited-edition product launch.
• Memo OchoacoreGTM or Marketing Partner · 2 April 2026Legendary Mexican goalkeeper Memo Ochoa partnered with Centenario Tequila for the 'Memos for Mexico' campaign inviting fans to submit voice memos singing 'Cielito Lindo' to be featured in an official remix supporting the Mexican National Team. The final track 'Canta y No Llores' debuted May 30 during Mexico's final U.S. send-off match.
• DJ DeorrocoreGTM or Marketing PartnerDJ Deorro collaborated with Centenario Tequila and Memo Ochoa to create 'Canta y No Llores,' a reimagined version of 'Cielito Lindo' made by fans for fans, serving as the soundtrack for the Mexican National Team's FIFA World Cup 2026 campaign.
• Pati JinichsecondaryGTM or Marketing PartnerChef Pati Jinich represents the essence of Centenario Tequila, connecting people with Mexican heritage through cooking and stories. She creates recipe pairings and tequila maridajes with a modern twist, featured on the brand's recipe section under 'Maridajes.'
• AccelPaycoreChannel Partner/ Reseller/ DistributorAccelPay is the licensed third-party retailer network that fulfills alcohol orders from grancentenario.com. All alcohol orders are managed by AccelPay, with separate customer service email for alcohol order support. Handles payment processing, order management, and shipping logistics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Casa Del Sol Tequila: Casa Del Sol is a newer ultra-premium Añejo tequila with strong Mexican heritage storytelling, directly contesting Gran Centenario's Leyenda and Gallardo in the high-end occasion segment.
• 818 Tequila: 818 Tequila (Kendall Jenner) is a celebrity-backed premium tequila that competes with Gran Centenario's Cristalino and limited editions among younger, social-media-driven US consumers.

Direct peers

• Casamigos: Casamigos is a celebrity-founded premium tequila (Diageo) competing in the same Blanco/Reposado/Añejo premium tier as Gran Centenario, with strong cultural/lifestyle branding.
• Jose Cuervo: Jose Cuervo is the world's #1 tequila brand and a sibling brand under the same parent, Becle, S.A.B. de C.V. Both brands compete in the Mexican heritage tequila category with similar distribution via Proximo and overlapping target consumer.
• Espolòn Tequila: Espolòn is a Campari-owned Mexican heritage tequila brand with strong cultural positioning, competing with Gran Centenario at the accessible premium price tier in US off-premise.
• Herradura: Herradura is a 100% agave tequila brand also owned by Becle, with overlapping heritage storytelling and shared distribution through Proximo in the US.
• Clase Azul: Clase Azul is an ultra-premium Mexican tequila with collectible decanters, competing with Gran Centenario's Leyenda and Gallardo Extra Añejo expressions in the gift and ultra-premium occasion segment.
• Patrón Tequila: Patrón is a premium 100% Blue Weber agave tequila owned by Bacardi, positioned in the same ultra-smooth, mixable premium segment as Gran Centenario across the US on- and off-premise.
• Avión Tequila: Avión is a 100% agave premium tequila (now owned by Pernod Ricard) competing with Gran Centenario across Silver, Reposado, and Añejo expressions in US retail and on-trade.
• Don Julio: Don Julio is a premium 100% agave tequila portfolio owned by Diageo, directly competing with Gran Centenario's Añejo and Cristalino expressions in the on-trade premium segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GranCentenario
• YouTubeyoutube.com/channel/UC1Y7PpM0GvYLgCWLEZ2df-Q
• Facebookfacebook.com/grancentenariotequila
• Instagraminstagram.com/grancentenariotequila
• Pinterestpinterest.com/grancentenariotequila

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 Gran Centenario Tequila