Mi Vida’s National Tequila Day
Local bars and pubs are preparing to celebrate National Tequila Day.
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Tequila continues to rise as one of the nation’s favourite spirits in both its consumption and production, and appears to play a key role in its sustained success.
There is no recent research to confirm that more women are drinking tequila, but the signs are everywhere, from the market to music and films.
And just in time to grow the cup, this July 24th will be celebrated on National Tequila Day in the United States. This was an unofficial date that began to become popular in the early 2000s and has since been maintained as an opportunity to pay tribute to this Mexican symbol.
Is July 24th International Tequila Day?
The US National Tequila Day is celebrated on July 24th each year, but its origins are spreading, with no “official dates” or any particular recognized creators
- It appeared in the early 2000s as an informal celebration promoted by Tequila Ormeca bars, brands and enthusiasts.
- According to Olmeca, on July 24, 2006, it consolidated its date as a tequila’s iconic day, consistent with the designation of the agave landscape and ancient industrial facilities as a tequila World Heritage Site.
- In contrast, Mexico celebrates Tequila Day on the third Saturday of March, established by the Mexican Senate in 2018.
Therefore, although there is no official US decree, the community was adopted on July 24th as an annual date since the 2000s and was strengthened by UNESCO international recognition in 2006.
Tequila is not only maintained: it grows and outperforms other drinks
Sales of tequila in the US have increased by 6% over the past 12 months, but other drinks like vodka and whiskey are suffering from waterfalls, according to a research firm at NIQ. Only drinks ready exceeded that growth, up nearly 18% in the first half of 2025.
“Modifications in consumption, particularly women who choose high-quality tequila, are constantly cited as key to growth in this category,” said Dave Williams, president of Bump Williams Consulting.
And consumers are willing to pay more. For example, 1953 tequila was aged for 15 months in American oak barrels, previously used in bourbon, for around $200 per bottle. “I wanted to taste tequila, which reflects history, elegance and authenticity,” the founder said.
Women take command in the world of tequila
“Every woman we know about tequila,” says Shivam Malik Sher and Lindsey Davis Stober, two of the founders of 1953 Tequila, to USA Today.
Together with Allison Kiel Friedman, they created this brand led by women and focused on artisan production without deep respect for Mexican inheritance.
The first product, launched in October 2023, is an Agnejo Ultra Premium Tequila, distilled in a distillery owned by a woman, grown in agave on a farm run by four sisters.
Actress Eva Longoria, co-founder of Casa del Sol Tequila, was also clear. “Tequila is the number one liquor among women, but many brands are still aimed at men.” For Longoria, your company is more than a tequila brand. “We want to increase the number of women behind our products and revolutionize the industry with a new perspective.”
And they are not alone. Bertha González Nieves, founder of Casa Dragones, was the first woman to be recognized as a tequila teacher at Catadores de Tequila in Mexico.
Celebrities such as value drink Christian Maeltens and Kendall Jenner (818 Tequila), Shay Mitchell (after that), Ritaora (Prospered), and Camila Alves McConaughey, along with her husband Matthew McConaughey, launched organic tequila pants.
How to taste premium tequila?
For those seeking experiences that were different from those in college, the 1953 creator offers several recommendations.
- Obsaba Tequila colour and texture. For those with no additives, golden amber tone or champagne is needed. The unusually dark tequila has artificial dyes.
- It smells From at least three fingers on top of the liquid. This helps to detect the true nuances of the scent.
- Do not drink a drink. Taste to understand the complexity of their layers.
Special offer from National Tequila Day
Do you need an excuse to provide? This July 24th, several chains and restaurants will celebrate with special discounts:
Mike Snyder is a national trending news reporter for USA Today. You can follow him in the thread, send BlueSky, X with X and send him an email Bliss & @mikegsnider.bsky.social & @mikesnider &msnider@usatoday.com
Boris Q’va is a national news reporter for Spanish trends on the Connect/USA Today network. You can follow him on X as @boborisqva or email him at bbalsindesurquiola@gannett.com.
