TOKYO, Japan. — The Tequila industry has strengthened its presence in the Asian market following the awarding of 11 “T Distinctions” to Japanese establishments. The certification, granted by the Tequila Regulatory Council (CRT) and the Government of Jalisco, recognizes local businesses for their professional standards in promoting and handling the Mexican spirit. The ceremony took place at the Mexican Embassy in Japan as part of the FOODEX 2026 international trade fair.
Sustained Export Growth
Export figures to Japan maintain a consistent upward trajectory. Aurelio López Rocha, President of the CRT, reported that Tequila exports to the archipelago have grown at an average annual rate of nearly 10% over the last nine years.
“Tequila exports have risen from approximately 1.6 million liters to 4 million liters,” López Rocha stated during the event. He emphasized that certifying these inaugural establishments serves as a gateway for more businesses to align with the culture of the Appellation of Origin.
The recognized Japanese establishments include:
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Asahi Breweries
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Rojo Amigo Kitchen
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Dobe Dobe Do
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Tacos Trap
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Shun Zen Kan Hase Kawa Bar
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Bar Nargo
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Dining Bar 3F
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Huge Corp Human Hospitality Group
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Big Liquor Store
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Kawachiya Geo
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Back Rack Spirits
Strategic Planning Against Agave Oversupply
Beyond commercial promotion, the working tour in Tokyo served as the venue for a collaboration agreement between the CRT and Jalisco’s Ministry of Agriculture and Rural Development (SADER). Led by Secretary Eduardo Ron Ramos, the agreement focuses on utilizing technology for traceability and strategic planning within the Agave-Tequila production chain.
The primary objective is to mitigate the boom-and-bust cycles caused by inventory fluctuations. Aurelio López explained that the goal is to establish technical criteria to prevent agave producers from over-investing or over-stocking. “We want a planning process that ensures permanent profitability, rather than extreme highs followed by significant losses,” the CRT president noted.
Mauro Garza Marín, Jalisco’s Strategic Coordinator for Economic Growth and Development, defined the state as a competitive global partner and an emerging logistics giant. Saúl Zambrano Barajas, Head of Chancery at the Mexican Embassy, underscored the role of Tequila as a pillar of identity that, alongside innovation and infrastructure, drives regional development.
To conclude the encounter, the CRT presented the “Eagle in Flight” (Águila en Vuelo) award to Saúl Zambrano and Agriculture Minister José Alberto Cuellar, acknowledging their institutional support in protecting the spirit’s integrity abroad.
