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With lawsuits challenging the authenticity of some of the world’s most recognisable tequila brands, industry veteran and DeLeón and Tequila Purisima founder Brent Hocking argues that true quality can only be achieved by returning to tequila’s roots. From misleading labels to the rise of mass-produced spirits, Hocking reflects on what’s been lost – and what must be reclaimed – to protect the future of this globally beloved drink.

In recent months, the purity of alcohol has found itself in the headlines, especially tequila. Legal disputes, including the Diageo lawsuit over allegedly misleading claims regarding Don Julio, Casamigos and additive-free tequila, have reignited a conversation around transparency, regulation and authenticity in our category. While the legal process will take its course, it’s clear to many of us within the industry: quality and authenticity have been lost in favour of mass consumption, celebrity branding and market-driven versions of perceived luxury.

From Mexico to the rest of the world

Tequila is now a global spirit, embraced far beyond Mexico, and increasingly seen as a symbol of luxury. But as demand has grown, so too has the temptation to cut corners. I’ve seen it first-hand. The label might say '100% agave,' but that doesn’t always tell the full story. Additives are often used to soften harsh distillates or mimic the effects of time, terroir and proper ageing. And while these additives may technically comply with regulations, they obscure the essence of what tequila can – and should – be.

My journey in tequila began well before additive-free was a marketing term. In 2007, I created the original DeLeón Tequila with a simple mission: to elevate tequila by removing what didn’t belong. No colouring. No sweeteners. No artificial enhancements. Instead, I leaned into what I had learned from my background in wine – how patience, purity and process could define a spirit. That philosophy continues today with Tequila Purisima, which uses only natural spring water, a proprietary fermentation method and no additives.

But purity in tequila isn’t just about ingredients. It is also about intention and a true understanding that if the tequila blanco isn’t perfect, nothing is. No true tequila exists without a perfect blanco. No shortcuts, no additives. It is a distiller’s blanco that goes into every Reposado, Anejo and Extra Anejo that one will ever drink. The blanco is not a stage, it is the standard.

How to balance mass marketing with quality

Today, many tequila brands are made in contract facilities, producing dozens of labels on the same equipment. The question then becomes: how is quality maintained? How is flavour protected? How is consistency achieved?

These are valid concerns for any producer, and the answers often point to cost-efficiency, not craftsmanship. When the same distillery is used for 30 or 40 brands, when fermentation tanks are reused without dedicated cleaning, the results blur the lines between individuality and industrialisation. How is it that these multiple brand factories are making each person “their own special blend“?

The CRT (Consejo Regulador del Tequila) and TTB (Alcohol and Tobacco Tax and Trade Bureau) both play critical roles in certification and labelling. But neither body can fully account for the growing complexity of production models or marketing language. This is where producers must be accountable to higher standards than the minimum required. It is our responsibility to push for clarity, not just compliance.

There is no denying that the tequila category has changed. But the question is: how do we protect its future?

How producers can shape the future of alcohol production

First, we need to recognise that technical compliance is not the same as consumer trust. The average consumer doesn’t know what Bagazzo or Glycerin or Oak Extract means when they read a label – if it is even disclosed.

Industry professionals must push for better education around what "additive-free" truly implies and advocate for greater disclosure, including voluntary transparency beyond the regulatory baseline.

Second, brands should embrace vertical integration where possible. Producing at a dedicated distillery with dedicated equipment allows for control that co-packed or contract brands simply can’t guarantee. That doesn't mean every tequila must be made this way – but those that are should be transparent about it, and consumers should understand the distinction.

Finally, there must be a rebalancing between heritage and innovation. Modern consumers demand both craft and clarity. They want to know where their tequila is made, how it’s made and what it contains. That demand isn’t going away, and it shouldn’t. It is an opportunity for serious producers to rise.

The allegations against major brands serve as a wake-up call. But they also offer a moment to lead. If we want tequila to remain respected at the highest levels of global spirits, we must protect the foundation it was built on: agave, water, fermentation, time, and trust.