Tequila Maker claims that prices will not affect prices. Here is why

While some tequila manufacturers have warned that they may have the implementation of price increases to compensate for the prices, Suerte Tequila, based in Colorado, said that it had been able to maintain the prices for general costs sufficiently low to absorb the samples if necessary.

The tequila label made by Jalisco will not transmit costs to customers.

“The absorption of the cost of the price goes to the right with our philosophy and the way in which we set up and conceive and cultivate our business,” said Laurence Spiewak, CEO of Suerte Tequila.

Suerte Tequila is an artisanal tequila with a small lot, craft that was launched in 2012. One year in operation, Suerte acquired the majority property of her factory in Mexico from the distiller’s family, Spiewak told CNBC.

With its distillery, Suerte is one of the rare brands of registered tequila which have its agave fields and has long -term partnerships with producers, which, according to Spiewak, give it an advantage against competition.

“99% of brands our size does not have their own factory in Mexico and co-football or co-fabricing with an entirely different price structure,” said Spiewak.

Another reason why Spiewak said he did not understand that the industry fighting consumers for price increases is that agave prices have dropped. “Agave prices are considerably decreasing, so why would we increase prices?” He asked.

IWSR, in its 2024 analysis of Agave, noted that the prices reached a record of 32 pesos (USD $ 2) per kilogram in 2022, but in February 2024, prices dropped to 5 pesos (0.30 USD) per kilogram.

“The margins of the tequila are stronger than ever,” added Spiewak.

Spiefak’s tone is a starting change of larger players in industry like Jose Cuervo Tequila-Maker Beccle and Don Julio Producer Diageowho warned against possible price increases.

Becle previously said that she could face an impact of $ 80 million on his record this year if President Donald Trump joins forces with Mexican products. A Jefferies analyst estimated that Diageo, on the other hand, could see group sales decrease up to 1.5%.

“I understand perfectly why (major brands) are in arms on a 25% tax on businesses,” said Spiewak. “Our cost structure and our price, I mean everything with regard to manufacturing, packaging, then the export of Mexico to the United States and imports here is completely different.”

While Spiewak said that landing landing allows its business to control the costs of production of the general costs that maintain low prices, Brian Rosen, president of the drinking adult investment company, Investbev, said that the real competitive advantage of Suerte is its independence.

“All of these forward -facing companies have shareholders and boards of directors are hammered because the traction of shelves slows down, while the price increases and at the same time as the Americans drink less,” said Rosen. “Someone has to take a bullet and these small businesses have none of this type of pressure.”

Compared to the wider industry of minds in 2024, Tequila and Mezcal were the only category of spirits that experienced sales growth, the United States important 5.2 billion from Tequila and 93 million dollars from Mezcal from Mexico, according to the distilled council of the United States of the United States

Suerte tequila shipments increased by 55.8% in 2024 compared to the previous year. This continued in 2025, increasing by 43% from one year to the next until February, Spiewak said.

“The key to our success is to maintain the accent in a very noisy space,” said Spiewak. “The rise in prices on consumers who are already looking to spend does not make sense to us.”