Challenges in Mexico’s Tequila Export Industry
Mexico’s booming tequila industry showcases the country’s ability to cultivate a successful export sector. However, it sadly serves as a reminder of the dangers that exporters face, particularly issues related to violent crime and cargo truck hijacking.
On a recent trip to Jalisco’s Pacific Coast, I had firsthand experience of the vibrant tequila scene. I visited a massive distillery in the heart of Jose Cuervo, still operated by Tequila Aletta, a company with an impressive $2.5 billion in revenue for 2024.
While sampling various tequila reposado and Añejo, we enjoyed their rich, smoky flavors. Strolling through fields filled with tall, spicy blue agave plants, I noticed heavy trucks transporting goods, bound for the U.S. and heading toward major Mexican ports.
Currently, Mexican tequila exports generate around $3.2 billion annually. A significant part of this success can be seen in the increase of truck crossings from Mexico to the U.S.—tripling from 1.8 million in 1993 to 5.9 million in 2024.
Yet, every bottle, including the exquisite Jose Cuervo Leisureva de la Familia extra añejo I tasted, faces serious dangers before reaching consumers in the U.S. and other markets. Sadly, the growth of Mexican exports is overshadowed by ongoing issues related to road safety and armed hijackings.
In January of this year, police in Veracruz recovered a truck that had been stolen in transit, containing $128,000 worth of tequila. In December 2021, hijackers in Jalisco intercepted a truck carrying 30,000 liters of tequila, attacking the driver and taking both the truck and its cargo. In July 2020, armed individuals also hijacked a truck transporting tequila, although authorities later managed to recover the vehicle and its contents.
These incidents reveal deeper concerns facing businesses in Mexico.
According to data from Mexico’s Private Security Industry Association, cargo truck hijackings reached over 15,000 in 2024, marking a 9% increase. Within the insurance sector, Mexico is often viewed as the most hazardous area globally for cargo theft.
Reliance Partners, where I hold the position of Executive Vice President, analyzes government-published data and highlights that most hijackings happen in central Mexico, particularly around Mexico City, rather than border areas like Tijuana and Ciudad Juarez.
In fact, food and beverage products, including tequila, accounted for nearly a third of all hijacking incidents in 2024.
This problem extends beyond the tequila industry and raises broader concerns for foreign companies operating in Mexico. The World Justice Project ranked Mexico 118th in its Legal Rules Index for 2024, placing it among the worst globally for order, security, and corruption.
While overall homicide rates have dropped in recent years, Mexico remains one of the most violent countries. Six of the top ten most dangerous cities in 2024 were in Mexico.
After taking office in October 2024, President Claudia Sheinbaum met with the influential CCE business chamber to discuss enhancing highway security and protecting businesses transporting products across Mexican roads.
In December, she announced the launch of Operation Balam, where the Mexican National Guard would collaborate with private firms to escort trucks through high-risk areas. Broadly, she has committed to dismantling organized crime groups by improving police intelligence and investigation capabilities.
Although Sheinbaum has been in office for just over six months and has effectively negotiated to protect exporters from punitive tariffs, many small and medium-sized distilleries continue to confront significant risks related to theft and hijacking.
The success of the Mexican tequila industry is one that deserves safeguarding. It’s essential for President Sheinbaum to strengthen road security and shield this thriving sector from highway crime.
