Suerte Tequila, a Colorado-based company, plans to absorb any tariff costs rather than raise prices for consumers. The company, which launched in 2012, owns its factory in Mexico and its agave fields. This ownership structure allows Suerte to maintain low overhead costs. CEO Laurence Spiewak emphasized that 99% of brands their size do not own their own factory in Mexico. Agave prices have significantly dropped from a record 32 pesos (USD $2) per kilogram in 2022 to 5 pesos (USD $0.30) per kilogram by February 2024. Spiewak noted that falling agave prices and strong tequila margins support their decision not to increase prices. In 2024, the U.S. imported $5.2 billion worth of tequila and $93 million worth of mezcal from Mexico. Suerte’s shipments grew by 55.8% in 2024 and by 43% year-over-year through February 2025.
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