House of Tequila: 2025 Recap and Best Moments of the Year
The year 2025 marked a turning point for House of Tequila. From historic production milestones to iconic redesigns and international recognition, the brands in the portfolio proved why they lead the conversation in the world of agave.
In this 2025 recap, we revisit the best moments that defined this cycle: Del Maguey’s 30th anniversary, the redesign of Altos and its global campaign, the Tahona Society Competition, Olmeca’s one-million-case milestone, the presence at 50 Best Bars, and the integration of Ojo de Tigre.
Celebrations That Marked the Year
The celebrations were more than symbolic: they reflected the path taken and the current positioning of our brands. Del Maguey stood out with its 30th anniversary, reaffirming its leadership in the artisanal mezcal category and strengthening its legacy for new generations.
Del Maguey 30th Anniversary
In 2025, Del Maguey celebrated 30 years as one of the pioneering brands that brought artisanal mezcal to bars around the world. Founded in 1995, this brand has built a legacy based on authenticity, direct relationships with communities in Oaxaca and Puebla, and respect for traditional techniques. The anniversary was not just an internal celebration: it also reinforced Del Maguey’s global positioning as a benchmark for sustainable production and origin storytelling in the category.
Innovation and Global Campaigns
Innovation took center stage in 2025. Altos and the Tahona Society took their proposals beyond flavor, focusing on design, sustainability, and the global community that surrounds agave.
Altos’ New Image
Altos Tequila unveiled the evolution of its iconic bottle, featuring an aesthetic inspired by Mexico’s traditional sign painting (rótulos) and folk art. This new design stands out not only for being more ergonomic and sustainable but also for its profound cultural connection. The launch included an immersive press trip to Mexico City, where attendees experienced firsthand the traditions that shaped this visual identity. Both the brand refresh and the strategic activation have solidified Altos’ position as a modern, conscious tequila connected to the global community
Digital Platform: Altos Tahona Society App
In January 2025, the Altos Tahona Society digital platform was launched, available on Google Play and the App Store. Designed as an interactive space, the app brings together the brand’s pillars to offer the bartender community content focused on wellness, education, and connection.
Since its launch, the platform has registered nearly 350 members, further positioning Altos as a brand committed to the holistic development of its global ambassadors.
Global Final Tahona Society Competition 2025
The most important sustainable bartending competition in the industry returned stronger than ever. The 2025 edition brought together 11 finalists from 9 markets who pitched their sustainable projects to win 50,000 USD. This year’s winner Christina Mercado from US was crowned with her project C-Sweet Syrups. The level of participation and creativity once again positioned Tahona Society as a global benchmark for responsible innovation.
Growth and New Brand Records
Growth was tangible. Some brands reached historic figures that reflect their global acceptance and strength in key markets. One of the best moments of the year came from Olmeca.
Olmeca Million Cases
In 2025, Olmeca Tequila reached one million cases sold globally. This achievement represents much more than a number: it is the culmination of years of work, expansion, and connection with new consumers. Olmeca’s growth reinforces its presence as one of the most dynamic brands in the portfolio, especially in emerging markets such as China, Turkey, Colombia, South Africa, and across the African continent.
Recognition and International Positioning
Prestige is also built through visibility. Appearing in international rankings such as the 50 Best Bars reinforces the cultural relevance of our brands and positions them among the best bars in the world.
Participation in 50 Best
House of Tequila reaffirmed its commitment to the global bartender community through its presence at all three 50 Best Bars 2025 editions: North America (Vancouver), Asia (Macao), and Global (Hong Kong).
Altos Tequila served as the official tequila sponsor for the ninth consecutive year, and promoted the Altos Bartenders’ Bartender Award, presented this year to Eli Martínez (Mexico), Andrew Ho (Guangzhou), and Uno Jang (Singapore).
One of the year’s historic moments occurred when Bar Leone in Hong Kong became the first Asian bar to win World’s Best Bar, highlighting agave’s growing global prominence.
The Rise of Mezcal in 2025
The rise of mezcal was another key highlight of the year. In addition to Del Maguey’s celebration, 2025 marked a new chapter for Ojo de Tigre as part of the portfolio.
Ojo de Tigre: Growth and Expansion
In 2025, Ojo de Tigre joined, beginning a phase of strategic expansion. With its approachable and authentic profile, this brand represents a new gateway into the world of mezcal for young, urban consumers.
Looking Ahead
As we look to 2026, House of Tequila will continue strengthening its portfolio through sustainable innovation, collaborative work with communities, and a narrative that celebrates the best of agave. This recap of 2025 shows that the year’s best moments weren’t just commercial achievements, but solid steps toward a more authentic, diverse, and sustainable future.