Don Julio becomes first net-positive water tequila producer

Don Julio has become the first tequila maker to achieve net-positive water use at its production facilities in Jalisco, Mexico, Vice President of Corporate Relations Alan Loredo confirmed.

Ranked as Mexico’s most valuable brand by Brand Finance 2025, Don Julio reached the milestone a year ahead of its 2026 target to replenish more water than it consumes. The achievement follows investments of over USD 5.38 million in water quality improvements, cogeneration and reuse technologies, and local ecosystem restoration.

The initiative is part of the brand’s 10-year sustainability plan, which focusses on water efficiency and emissions reduction. Water scarcity, a pressing challenge for tequila production, affects both agave cultivation and community livelihoods, an issue the company says it is committed to addressing.

By 2030, Don Julio plans to expand sustainability efforts with rainwater harvesting, treated water reuse, reforestation, and process optimisation at production facilities, alongside energy efficiency measures to cut emissions.

On the social front, its Learning for Life programme has already trained more than 30,000 people in Jalisco, fostering long-term economic opportunities. Loredo stressed that local communities remain “the heart” of Don Julio’s sustainability strategy.