A Relevant Moment for the Industry
The tequila world is paying close attention to the recent lawsuit filed by the Consejo Regulador del Tequila (CRT) against Additive Free Alliance (AFA) and Tequila Matchmaker, platforms created by Grover Sanschagrin. While the legal aspects will follow their course, this moment also brings renewed focus to a broader and more important conversation: the growing consumer interest in authenticity, transparency, and craft in tequila.
At PKGD and the brands we represent, we experienced this shift firsthand. G4 was the first brand to be certified as “Additive Free” under Grover’s program, and there’s no denying that the visibility of that initiative helped many people discover tequilas rooted in traditional methods and honest production.
The CRT, as the regulatory authority of the Tequila Denomination of Origin, plays a critical role in safeguarding the standards that protect the category. We recognize the validity of their position within the framework of the NOM, and we respect the institutional work they do to support and represent the entire industry.
For our part, we’ve always believed that a well-crafted tequila does not need anything added to it. Our approach has never been to discredit other producers, but to stand behind our values—especially transparency. And while there is currently no official method to certify the absence of abocantes, we continue to make the process visible and open to anyone who wants to learn more. Transparency is not a label; it’s a practice we live by.
That said, we respect the work of the CRT, understand their role in the industry, and acknowledge that they have never interfered with how we communicate what we do and how we do it. The brands we represent do not use abocantes or industrialized processes, and while there may not be an official certification to verify this, we invite anyone interested to visit the distilleries and see firsthand how the tequilas are made.
From Labels to Values
It’s important to clarify that our mission is not to create movements or judge other industry players. Our focus is on representing exceptional products, at fair prices, supporting an honest and sustainable relationship between producers and consumers.
We stopped using the term “additive free” in our communication some time ago—not just in response to industry dynamics, but because we believe it doesn’t fully reflect what people are truly seeking. What they want is authenticity. And that’s precisely what’s embedded in our three core values: Producer-Owned, Transparency, and World-Class.
Producer-Owned means that the people who make the tequila also own the brand, ensuring control over quality and ethical production. Transparency reflects our commitment to openly sharing how our tequilas are made, free from industrial shortcuts. World-Class represents our dedication to crafting agave spirits that meet the highest standards—not just in tradition, but in excellence across all aspects of spirits.
This moment should not divide the industry. On the contrary, it is a good time to remember what truly matters to the people who love tequila: knowing who makes it, how it’s made, and what it stands for.
The Bigger Picture
External events—like recent tariff changes—are likely to reshape parts of the tequila market. While larger producers may feel this impact more acutely, small and medium-sized brands committed to quality and sustainability will continue to offer competitive and compelling options.
At PKGD, we will continue doing what we do best: connecting consumers with honest products made by producers who respect their craft and their history. If that is what you are looking for, we’re here.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
