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One of the oldest names in spirits still shapes how Americans drink tequila today. As of 2024, the brand that began in the 18th century remains the category’s biggest seller in the United States, a position that affects shelf choices, cocktail menus and how tequila is marketed worldwide.
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What started as a land grant in 1758 in the town of Tequila, Jalisco, evolved into a commercial operation at the close of the 18th century. The family who received that land received a royal permit in 1795 to produce and sell distilled agave products — a legal recognition that marked the beginning of large-scale tequila production.
The distillery known as La Rojeña opened in 1812 and is still in operation, making it one of the longest-running distilleries in Latin America. Despite political upheavals and shifting regulations over two centuries, the site remains the principal production hub for the brand.
Market dominance in the modern era
Today the company sits well ahead of its nearest competitors. In the U.S. market alone it moved close to nine million cases in 2024, and industry estimates put its volume at roughly three times that of the second-largest tequila producer. That scale matters: it gives the brand broad retail reach and strong influence over pricing and product placement.
For consumers, that dominance translates into wide availability across price points — from inexpensive bottles for mixing to premium releases aimed at collectors and high-end bars.
Product tiers: from margaritas to collectible bottles
The brand’s portfolio is deliberately broad. Entry-level expressions are frequently used in casual cocktails and on bar shelves, while specialized releases signal craftsmanship and history.
- Entry-level spirits — affordable, widely distributed, suited to mixed drinks
- Mid-range — more refined agave character, often used for sipping or premium cocktails
- Reserva de la Familia and other premium lines — artist-designed packaging, individually numbered bottles, and hand-finished presentation
| Milestone | Year | Significance |
|---|---|---|
| Land grant to the Cuervo family | 1758 | Start of agave cultivation in Tequila, Jalisco |
| Royal permit to produce and sell tequila | 1795 | First documented commercial tequila production |
| La Rojeña distillery opens | 1812 | Continuous operation and core production site |
| Extra Añejo released for bicentennial celebration | 1995 | Introduction of a premium aged expression |
| U.S. sales (approx.) | 2024 | Nearly 9 million cases sold, leading the category |
Why this still matters
The brand’s longevity gives it a couple of practical consequences for drinkers and operators. Bars can rely on consistent supply and recognizable labels when designing menus. Retailers benefit from a product that moves quickly, while smaller producers must work harder to break through a market where one name commands significant shelf space.
At the same time, the range of offerings means consumers can choose between functional, budget-friendly bottles for parties and carefully aged editions intended for sipping and collecting — a model that has helped the house remain relevant across generations of tequila drinkers.
Whether you’re mixing margaritas or hunting for a collectible bottle, the historical heft and contemporary reach of this family-owned distillery continue to shape the tequila aisle and the cocktail glass alike.
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