July 11th, 2025: DIAGEO faces new lawsuits about Tequila and other news
Diageo back in the spotlight, Patrón Tequila adv campaign, IWSR about US and China opportunities, Illva Saronno looking for new acquisitions, Cognac and the French market, Australian rum and more...
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Hello everyone!
We’re diving back into Tequila today, with a couple of significant updates to cover.
Two new lawsuits against DIAGEO concerning adulterated Tequila
Diageo North America is facing two new class action lawsuits. These claim that 100% agave Tequilas from their Casamigos and Don Julio brands were, in reality, adulterated.
Article by Oli Dodd on Drinks International:
Two new lawsuits filed against Diageo amid tequila adulteration claims
A similar lawsuit was filed a couple of months ago. You can find our 12th May press review on that here:
Still on Tequila
Patrón is using the additive-free discussion for its adv campaign
Following the Consejo Regulador del Tequila (CRT)’s urging for brands to cease using the term ‘additive free’ in their communication and packaging, Patrón has integrated censorship into the content of its new advertising campaign.
Article by Nicola Carruthers on The Spirits Business:
The discussion aroung additives in Tequila, and the possibility to mention their absence on the label, has recently become a hot topic for the industry, something we’ve been tracking over the last few months.
You can revisit our 2nd June press review here:
In my opinion, the whole situation could have been handled more carefully by the authorities. The fact that the topic is now featuring Patrón’s adv simply proves that awareness about ‘additives-free’ will reach consumers anyway, perhaps even creating a “good vs. bad” dynamic. This can only been reinforced by the recent lawsuit against Diageo.
Insights
IWSR pinpoints growth opportunities in China and the US
While trading conditions get challenging in the US and in China, certain segments within these large markets can still offer opportunities for growth.
You can read the full insights on the IWSR website:
Lands of opportunity? Growth prospects persist in larger markets
Illva Saronno looking for Tequila and new brands
The Spirits Business features a long interview with Illva Saronno CEO Marco Ferrari, conducted by Miona Madsen.
In the interview, the CEO discusses the company’s current situation and strategic direction, indicating the group is open to acquisitions. Tequila, in particular, is highlighted as a gap they aim to fill in their portfolio.
Has Cognac turned its back on the French?
Christine Lambert has penned a sharp article on Whisky Magazine France, examining how Cognac’s strategy towards export and premiumisation has created space for whisky in the French domestic market. I found this article insightful and highly recommend reading it:
Something to read
Australian rum
I’m really appreciating Rumporter’s recent reportages on rum. Here is an excellent article by Steven Magarry and Fabien Humbert about rum in Australia:
And you can find their complete dossier with all articles and suggested distilleries on this page:
These articles can complete what we read last week, in 4th July press review:
…
Have you ever tasted rum from Australia?
Do tell me what you think!
That’s all for today.
Have a great weekend with great (responsible) sips!
I’ll see you on Monday ;)
Glad I just found you here. Great article by the way. I just had the founder of G4 on my podcast today and we were talking about additive free. Happy Saturday.