Diageo Mexico

Diageo Mexico employs around 1,000 people across Mexico and is the country’s leading premium spirits company.


Increase in net sales*


Market share gained by Don Julio*

Double digit

Growth in Don Julio and Tanqueray*

Mexico is a strategic market for our company. We are expanding, building new facilities that will more than double our bottling capacity, creating a multi-brand export platform and increasing our distribution footprint.

Key to our success in Mexico is the iconic Tequila Don Julio, which is produced at La Primavera in the highlands of the state of Jalisco with the same quality and craftsmanship instilled by its founder Don Julio Gonzalez. It is one of the fastest-growing brands in the tequila category in Mexico – it is now first in terms of market value – and has gone from 30 to 60 markets in the past three years.

At the same time we work to ensure alcohol can be enjoyed as part of a balanced lifestyle and partner with authorities, universities and NGOs to promote the responsible sale of alcohol and a culture of responsible consumption. We are committed to tackling underage drinking, drink driving and the harmful use of alcohol.

We are also proud of our work to promote education and training in the communities where we operate. In recent years, our Learning for Life programme has benefited more than 50,000 people through vocational and life-skills training.

*Source: Diageo Annual Report 2018

Our brands

Our outstanding collection of brands includes Johnnie Walker, Buchanan’s, Smirnoff, Captain Morgan, Zacapa Rum, Baileys, Tanqueray, Tequila Don Julio and Pierde Almas mezcal.


Reserve brands are key to our success in Mexico, delivering growth through memorable experiences, inspiring design, craft and heritage.