During a working tour in Japan, the Tequila Regulatory Council and the Government of Jalisco awarded 11 “Distintivo T” certifications to establishments for their professionalization and promotion of the Culture of Tequila.
The CRT and SADER Jalisco signed an agreement to promote strategic planning for the Agave–Tequila Productive Chain.
Tokyo, Japan, March 9, 2026. — As part of a working tour in Japan to participate in FOODEX, the largest international food and beverage exhibition in Asia, 11 “Distintivo T” certifications were awarded to recognize Japanese establishments that, through their daily work, promote and disseminate the Culture of Tequila.
The award ceremony took place at the Embassy of Mexico in Japan and was led by the Head of Chancellery, Saúl Zambrano Barajas; the Coordinator of Economic Growth and Development of the Government of Jalisco, Mauro Garza Marín; and the President of the Tequila Regulatory Council (CRT), Aurelio López Rocha.
During his remarks, the President of the CRT expressed his appreciation for the support and presence of federal and state authorities, as well as the participation of the National Agricultural Council (CNA) and the support of the Embassy of Mexico in Japan.
“The export of Tequila to Japan has been growing at nearly 10 percent over the past nine years, increasing from approximately 1.6 million liters to four million liters… The fact that we have now awarded Distintivo T certifications to Japanese establishments opens the door for many more to join, and I am confident that more will continue to be added,” stated the President of the CRT, Aurelio López.
The Japanese establishments that received the “Distintivo T” certification were:
- Asahi Breweries
- Rojo Amigo Kitchen
- Dobe Dobe Do
- Tacos Trap
- Shun Zen Kan Hase Kawa Bar
- Bar Nargo
- Dining Bar 3F
- Huge Corp Human Hospitality Group
- Big Liquor Store
- Kawachiya Geo
- Back Rack Spirits
For his part, the Head of Chancellery of the Embassy of Mexico in Japan, Saúl Zambrano, highlighted the importance of Jalisco and its emblematic beverage as elements of identity and development.
“Jalisco represents hospitality, hard work, dedication, culture, sports, mariachi, gastronomy, magical towns, beaches, colonial and religious sites, but it is also industry, infrastructure, innovation, entrepreneurship, and agribusiness. The FIFA World Cup is a global showcase that enhances international projection,” he stated.
In his remarks, the Strategic Coordinator for Economic Growth and Development of Jalisco, Mauro Garza, emphasized that Jalisco is Mexico’s agri-food powerhouse, a state committed to innovation and one that is becoming a logistics hub.
“From Tokyo, we want to send a key message: Jalisco is a reliable, competitive partner open to the world—a state that works with a global vision and promotes development the Jalisco way under the leadership of our Governor, Pablo Lemus Navarro. We will continue building bridges between Japan and Jalisco that translate into more tourism, more investment, and more opportunities for all,” he stated.
Agreement with SADER
At the same diplomatic venue, the Tequila Regulatory Council signed a collaboration agreement with the Ministry of Agriculture and Rural Development of Jalisco (SADER), led by Eduardo Ron Ramos, with the aim of continuing joint efforts to promote traceability and strategic planning for the Agave–Tequila Productive Chain.
“What we seek is that, based on the technology developed by the CRT and by sharing it with the state and later the federal authorities, we establish criteria so that agave producers do not overinvest or build excess inventories, and that there is planning that allows the activity to remain sustainably profitable over time—not highly profitable at one moment and then followed by losses,” explained Aurelio López Rocha.
Also present at the event were the Minister of Agriculture at the Embassy of Mexico in Japan, José Alberto Cuellar; secretaries from the Government of Jalisco; the President of the National Agricultural Council (CNA), Jorge Esteve Recolons; and business leaders.
“Águila en Vuelo” Recognition
At the close of the event, and in recognition of their support and institutional collaboration, the CRT presented the “Águila en Vuelo” award to the Head of Chancellery of the Embassy of Mexico in Japan, Saúl Zambrano, and to the Minister of Agriculture, José Alberto Cuellar.
The Tequila Regulatory Council thus reaffirms its commitment to protecting Tequila at both the national and international levels, through technical rigor, institutional cooperation, a sustainable vision, and the strengthening of the Culture of Tequila worldwide.