While they put a focus on the spirit, some experts believe the explosion of brands backed by famous faces does the category and quality expectations no favours.

The tequila industry enjoyed record levels of production and exports in 2020, according to the Consejo Regulador del Tequila (CRT).

Mexico´s Tequila Regulatory Council (TRC) is working to step up operatives to curb a rising trade of fake and "toxic" blends after consumer watchdog Profeco this week announced 40% of the country’s alcohol is sold in an "adulterated" state.