The News
Suerte Tequila, based in Jalisco, operates a solar-powered distillery using natural spring water from Atotonilco El Alto and 100% locally sourced ingredients. The brand grows agave without herbicides, pesticides, or irrigation, sources raw materials nearby to reduce transportation emissions, repurposes agave waste as animal feed or compost, and uses Forest Stewardship Council–certified boxes for packaging. The company also creates local employment opportunities and pays wages above the regional average.
For spirits buyers looking for a sustainability story that translates into sales lift, Suerte Tequila’s recent expansion of its solar‑powered distillery in Atotonilco El Alto offers a clear example. The brand has already demonstrated that an environmentally focused production model can drive significant market growth.
Suerte posted a 92 % year‑over‑year increase in case volume through mid‑September 2025—an outcome that sharply diverges from the broader category trend of flat sales. That momentum is supported by two distinctive production practices: first, less than 2 % of tequila brands operate a dedicated distillery under NOM 1530; Suerte’s exclusive plant gives it fine control over crushing, fermentation and distillation. Second, the brand relies on 100 % tahona crushing—a technique used by fewer than 1 % of competitors—resulting in a more nuanced flavor profile that helps justify premium pricing at both retail and on‑premise venues.
Beyond stillage, Suerte’s ready‑to‑drink line has grown more than 100 % in the United States, now available in 15 states. The triple‑digit growth of its RTDs underscores strong demand for convenient, high‑quality tequila products that can be served straight from the bottle or mixed into cocktails.
Suerte’s sustainability credentials are already ahead of regulatory expectations. As of mid‑2023, it had produced over 800 000 liters of deforestation‑free tequila under the Agave Environmental Responsibility Certification (ARA), well in advance of the industry 2027 deadline. The distillery runs entirely on solar power and draws natural spring water from Atotonilco El Alto, while its locally grown agave is cultivated without herbicides or irrigation. Waste from bagazo is repurposed as animal feed or compost, and packaging meets Forest Stewardship Council standards and ISO environmental requirements.
For distributors, the combination of proven market traction, a unique production footprint, and early compliance with emerging ESG mandates offers a compelling portfolio addition. The brand’s solar‑powered, locally sourced distillery and its strong RTD performance position it as an attractive option for buyers seeking to broaden their sustainable spirits lineup without sacrificing premium quality or shelf appeal.
Original Press Release
To Suerte Tequila, sustainability isn’t just a marketing buzzword. Suerte believes that better tequila starts before the bottle, as they continue to commit to and expand sustainability practices that have guided the brand since its founding—principles the company describes not as a strategy, but simply as “doing things right.”
Rooted in the highlands of Jalisco, Suerte operates a solar-powered distillery using natural spring water from Atotonilco El Alto and 100% locally sourced ingredients. The brand’s agave is grown without herbicides, pesticides, or irrigation, preserving both the integrity of the land and the quality of the final product. Raw materials are sourced in close proximity to the distillery to reduce transportation emissions and support the surrounding agricultural community.
Suerte also prioritizes responsible production beyond the agave fields. Agave waste, known as bagazo, is repurposed as animal feed or compost rather than discarded, helping reduce waste across the distillation process. Even the brand’s packaging demonstrates its environmental commitment by using Forest Stewardship Council–certified boxes, maintaining ISO standards for environmental quality and safety, complying with the PROFEPA-endorsed Clean Industry program, and following the Urban Forest sustainability model.
Beyond environmental leadership, Suerte is equally committed to the people behind the product — creating local employment opportunities, paying wages above the regional average, and investing back into the Atotonilco El Alto community that makes the tequila possible.
“Sustainability is a big word for what we’ve always just called doing things right,” Suerte President and Co-Founder Laurence Spiewak says. “We’re committed to the best conditions for our land, our product, and our people.”
By combining traditional tequila-making with long-term environmental responsibility and community support, Suerte continues to build a brand rooted in authenticity, quality, and respect for where great tequila begins.
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Sources consulted (web research):
- How Suerte Tequila Is Redefining Sustainable Spirits From The Ground Up
- Suerte Tequila Defies Category Slowdown With 92 Yearoveryear Growth
- Tequila Industry Aims Sustainable Growth
Source: BevNET