The luxury industry is taking a close look at tequila production

The most emblematic example comes from LVMH. The Wines and Spirits sector is becoming increasingly strategic for Bernard Arnault's group. The Moët Hennessy subsidiary of the world's number one luxury goods company aspires to occupy the leading position in the top end of the market. To progress, the group must have a very wide range of products to meet consumer demand. This is where tequila and mezcal come into play. LVMH has decided to invest in high quality tequila, a market that is growing rapidly, especially in France and the United States.

A few years ago, the French group entered into a partnership with the Gallardo family, owners of several high-end tequila brands in Mexico. Five years ago, this collaboration led to the birth of "Volcan de mi Terra", the first tequila signed by LVMH. This was followed in the summer of 2022 by another even more refined tequila, "Volcan X.A".

The latter follows the company's ecological approach and contains no additives. Cultivated on volcanic soil, agave is becoming an increasingly precious elixir for LVMH, despite the long production times.

The Blue Weber agave-based beverage takes ten years to mature, but each bottle of "Volcan X.A", available only in the world's most exclusive restaurants and clubs, will be sold for around $1,900.

France is one of the markets where tequila imports are growing exponentially: figures for 2020 were 2.1 million litres imported by the European country. France is now the fifth largest importer of tequila in the world: a windfall for LVMH, which is paying attention to the American market where, in 2021, the spirits market is expected to grow by 9%.