When consumers think of tequila, many first might think of the bottle of their favorite brand or cocktail containing the spirit. But for those working in the industry, visuals of agave plant fields are front and center. For Casa Maestri Distillery, showing care and dedication to its fields is how the distiller developed its reputation as a premium-quality and competitive tequila brand.

“We take a highly proactive approach to nurture and replant our agave fields in San Julian, Jalisco,” says Celia V. Maestri, CEO and co-founder at Casa Maestri Distillery/Tequila, Jalisco, Mexico. “The agave plant is central to tequila production, and we understand the importance of sustainable harvesting practices. We closely monitor the growth cycles and enable them to reach their optimal maturity before harvesting.

“Furthermore, we have established meticulous cooking and fermentation processes that ensure the highest quality of tequila,” she continues. “We embrace the unpredictable nature of agave growth, accepting that fluctuations in supply are part of the industry while maintaining our commitment to quality sourcing.”

Maestri explains that because Casa Maestri Distillery owns its own agave fields it gives the company a layer of protection in terms of supply chain disruptions.

“By controlling our source of raw materials, we mitigate risks associated with fluctuating prices, availability from external suppliers, or potential crises affecting agricultural production in the region,” she says. “This integrated approach allows us to ensure consistent quality and supply while maintaining closer relationships with our cultivation processes.”

This approach has helped the company’s flagship product ― Casa Maestri Tequila ― thrive in the market.

“[O]ur tequila is produced using traditional methods in artisanal ovens, which imparts a distinctive flavor profile that is hard to replicate,” Maestri explains. “The quality of our tequila is exceptional; it is crafted with meticulous attention to detail from the selection of agave to the final bottling process.”

Packaged in handcrafted ceramic bottles that deliver beyond being a protective vessel for the tequila, the packaging is designed as a work of art to enhance consumers’ overall experience, Maestri notes. Casa Maestri Tequila also is priced to evoke a competitive premium-quality tequila that is accessible, she adds.

“When consumers try our tequilas, they are often pleasantly surprised by the depth, character, and smoothness of the spirit, leading to repeat purchases and enthusiastic recommendations to friends and family,” Maestri says.

Yet, it’s not just consumers who have recognized the premium quality of the tequila brand.

“Our Casa Maestri Tequila portfolio offers a diverse selection to meet various consumer preferences,” Maestri says. “This includes our acclaimed aged tequilas, such as the 10- and 12-year extra añejo selections, which have received multiple awards. Our Blanco tequila was recognized as the best tequila globally at this year’s WSWA Access Live, while our Añejo impressed 200 sommeliers at the International Taste Institute in Brussels tasting event; this profile has not earned the prestigiously recognized ‘Crystal Award.’ Notably, our 10-year aged tequila won Best of Show in 2024.”

Although Casa Maestri Tequila is central to the distiller’s identity and the backbone of its portfolio, Maestri notes that the company will introduce new brands to diversify the portfolio.

“Beyond Casa Maestri, we are proud of our other steady brands that maintain the same commitment to quality, authenticity, and innovation such as Doña Celia Tequila, Caballo Azul, Agave Boom, Identity Spirits, etc., ensuring a diverse portfolio that caters to different consumer tastes and preferences,” Maestri says.

The distiller also has expanded beyond tequila with its sister spirit, mezcal.

“[W]e have expanded to include mezcal crafted from high-quality Spadín Maguey from Oaxaca, which is known for its smoothness and well-balanced flavor without overwhelming smokiness,” Maestri says. “Our innovative offerings, like Café Tequila and Piña Colada Tequila Cream, also provide unique experiences and celebrate Mexican spirits’ rich heritage.”

Casa Maestri Distillery is continuing to deliver on these experiences with several releases on the horizon.

“Some of the upcoming products include Reserva de MFM Small Batch, Casa Maestri Tequila Añejo Cristalino and Casa Maestri Single State tequilas,” Maestri says. “Additionally, we are working on an innovative product called Agave Boom Margarita, which aims to introduce a juvenile and fresh take on ready-to-drink Margaritas; we’re introducing eight delightful flavors in fun agave piña shared bottles that are simply remarkable. Our commitment to expanding our portfolio allows us to reach a wider audience and attract new generations to our brand.”

Sharing the knowledge

As a company celebrating the Mexican culture and traditions, Casa Maestri Distillery also is fostering a community that empowers female leadership and achievement.

“As a women-owned company, we take immense pride in fostering an environment that champions female leadership and empowerment,” Maestri says. “With 90% of our workforce comprised of women, we actively promote gender equality and inclusiveness in our operations. This ideology not only inspires our team but also influences our corporate philosophy. We believe that promoting women's contributions enriches our company culture and encourages collaboration and innovation, which ultimately strengthens our brand identity.”

This company culture combined with Casa Maestri Distillery’s deep knowledge of the tequila making process, also has fostered a company that is actively sharing the wealth by offering contract manufacturing to those interested in supporting the burgeoning tequila market.

“At Casa Maestri, we believe that everyone deserves the opportunity to pursue their vision, and our journey has inspired us to help others realize their dreams,” Maestri says. “When we established our distillery, we recognized that our expertise in tequila production could empower aspiring brand creators.

“By offering contract manufacturing services, we are not simply running a business; we are creating legacies,” she continues. “The impact we leave goes beyond profit; it extends to enriching lives and communities, ensuring that our clients leave a meaningful footprint in the tequila world.”

Maestri explains that to develop a tequila brand, the process is simple and cost-effective.

“We have a dedicated team of four women who expertly manage our customer relations,” Maestri says. “They guide clients through each step, offering personalized support tailored to their specific projects and ambitions.

“From initial concept discussions to navigating the complexities of production and branding, our team ensures that clients have a comprehensive understanding of every aspect of the process,” she continues. “We emphasize the importance of thorough planning, including market research and consumer preferences, to help them achieve their goals and realize their dreams in the competitive tequila landscape.”

Maestri explains that the company advises its customers to wait until a product is fully developed and ready to enter the market before seeking import partners.

“This approach ensures that all aspects of the tequila, including taste profile, packaging, and branding, are complete and well-defined,” she says. “By having a finalized product, brands can present a polished and cohesive image to potential import partners, which increases the likelihood of a successful partnership. Additionally, understanding the market positioning and consumer feedback on the finalized product allows brands to make informed decisions about their distribution strategy and the right partners to engage.”

This strategy comes as the U.S. spirits market is dealing with some uncertainty. However, Maestri notes that despite this, Casa Maestri Distillery’s operations has remained stable.

“While various factors, including economic fluctuations and changing consumer preferences, present challenges, we have managed to create a solid foundation that allows us to adapt,” she says. “The resilience we’ve built, along with strong relationships in distribution and a loyal customer base, has positioned us well even amid these uncertain times.”

The company’s stability aligns with U.S. consumers still increasingly turning to the tequila spirit.

“The U.S. tequila market continues to stand out as the leading category within the spirits

industry, firmly maintaining its position as the No. 1 choice among consumers,” Maestri says. “Not only has it sustained its volume in sales, but recent data indicates a slight growth trajectory, reflecting an increasing appreciation for tequila. This growth can be attributed to a variety of factors, including a wider acceptance of tequila across diverse demographics and its rise in popularity as a premium spirit.”

One of the factors that Maestri mentioned, diverse demographics, comes as the market is seeing an evolution of who is turning to tequila as their spirit of choice.

“The typical consumers are now predominantly men and women aged 40 to 70 who are seeking enjoyable experiences,” she says. “This demographic tends to value quality over quantity and is more inclined to select premium spirits for social occasions. This shift in consumer behavior contributes not only to the growth of the tequila market but also fosters a stronger sense of community around this beloved spirit.”

Maestri notes that these trends have helped the Casa Maestri portfolio thrive.

“Our offerings have shown consistent stability, alongside a noteworthy growth rate, which we attribute to our commitment to producing high-quality tequila at competitive prices,” she says. “We prioritize maintaining excellence across all facets of production, from sourcing the finest ingredients to optimizing our distillation methods. Our reputation for quality has allowed us to attract new customers and retain existing ones.”

Despite all of these positive developments, tariff talks have loomed over the spirits market. Currently, tequila is not impacted by tariffs as part of the United States-Mexico-Canada Agreement (USMCA) compliant goods

“We consider ourselves fortunate regarding potential tariffs, particularly because tequila has a denomination of origin status that protects it from such trade barriers,” Maestri says. “The fact that tequila is made from agricultural products, primarily agave, distinguishes it and helps secure its market position. This protective status provides us peace of mind, allowing us to focus on our growth and quality rather than market volatility due to tariffs.”

Thanks to this protective status, Casa Maestri Distillery is looking forward to new developments in the years to come to connect with today’s consumer needs.

“We have an exciting array of projects on the horizon for this year, including the development of non-alcoholic beverages and ready-to-drink options aimed at appealing to new generations of consumers,” Maestri says. “These innovative offerings are part of our commitment to adapt to changing consumer preferences and to expand our reach.

“Additionally, we have plans to launch several more projects in 2026 that will further enhance our product lineup,” she continues. “The spirit of Casa Maestri Distillery is filled with gratitude for our accomplishments thus far, and we remain hopeful for a bright future filled with new opportunities and continued growth in the industry.”