The Secret Is Out: El Tequileño Is Becoming A Global Star

Forbes

12-05-2025

El Tequileño's lineup of award-winning tequilas.
For decades, tequila was unfairly pigeonholed. In the minds of many, it was the spirit of college regrets—knocked back in a shot glass, chased with salt and lime, and regretted the next morning. But in the heart of Tequila, Jalisco, a quiet revolution has been underway for over 65 years. At its helm today is Tony Salles, third-generation Master Distiller of El Tequileño, who, along with his father, Gran Tequilero Juan Antonio Salles, has made it his mission to change how the world thinks about Mexico's most iconic spirit.
'El Tequileño has always been about authenticity,' Salles told me during our recent conversation. 'We never set out to make gimmicks. We make real tequila the way my grandfather taught us—with integrity and patience.'
Founded in 1959 by Don Jorge Salles Cuervo, a descendant of the legendary Cuervo family, El Tequileño has always been a family affair. What sets it apart isn't just its legacy but its unwavering focus. In an industry where many distilleries manufacture products for multiple brands, El Tequileño is rare. Since day one, it has only produced its own tequila.
That focus has earned it a reputation among those who know tequila well, but for years, it remained relatively obscure beyond Mexico's borders. "We were a best-kept secret," Salles admitted. Now, we're working to make sure we're not a secret anymore."
That's starting to change. Since partnering with Paradise Spirits, a group that invested in the brand but committed to keeping its production methods untouched, El Tequileño has rapidly expanded its footprint, especially in the United States. "They told us the only thing they didn't want us to change was the flavor," Salles said. "And that's exactly what we've done. Same process, same ingredients, just more of it."
Tony Salles, the master distiller and third generation head of El Tequileño.
That process is, frankly, remarkable. From using only highland agaves—known for their floral and fruity profiles—to proprietary yeast strains and volcanic spring water sourced from the extinct Volcán de Tequila, every detail in production is carefully controlled. Even the autoclaves used to steam the agaves are rooted in family tradition—El Tequileño still uses autoclaves made by the same family that crafted the original ones for Salles' grandfather, built out of repurposed train cars once owned by his great-grandfather.
'We do things the hard way,' Salles said. 'We use open-air fermentation tanks. The mango trees next to our distillery attract fruit flies, and those fruit flies carry wild yeast that adds subtle complexity to the fermentation. We don't try to sterilize or over-control that—we let nature do what it's been doing for generations.'
Salles, who also blends all the company's expressions, sees this blend of tradition and experimentation as essential to bringing tequila into the modern era. Under his leadership, the brand has expanded from its original blanco and reposado offerings to a full lineup of expressions, including Cristalino, two Grand Reservas, and even a Still Strength Blanco—a high-proof release that mirrors what distillers taste directly off the still.
'We weren't sure how people would react to the still strength,' he said. 'But it turned out people loved tasting tequila the way we taste it—before it's diluted for bottling. It's pure. It's expressive. And it's how I taste it almost every day.'
The innovations haven't stopped there. El Tequileño was the first to launch a Reposado Rare, aged for over six years in large American oak barrels—an aging method typically reserved for premium whiskeys or cognac. More recently, the brand has experimented with aging tequila in Pinot Noir and Chardonnay barrels, and is working on a Rosé tequila.
Salles' approach is refreshing because of his deep respect for tradition and willingness to listen to consumers. "People ask what's next," he said. And we listen. They wanted Cristalino, so we made one. They wanted Still Strength, so we figured out how to do it. But always, we make it our way—no additives, no shortcuts."
That last point matters. In recent years, the tequila world has been rocked by debates over additives—glycerin, sweeteners, and artificial flavorings used to mask poor quality or speed up production. El Tequileño remains proudly additive-free. 'You can taste when something's not right,' Salles said. 'It's overly sweet, or it doesn't taste like agave anymore. We don't need to play those games. Our tequila stands on its own.'
This commitment to purity and flavor has started to get noticed. El Tequileño continues to rake in awards on the international stage, and Salles himself is earning recognition as one of the industry's most skilled distillers and blenders. But for him, the real reward is simpler.
'The best compliment is seeing someone taste our tequila for the first time and say, 'Wow, I didn't know tequila could taste like this,'' he told me. 'That moment—that face—that means more than any medal.'
As tequila continues to grow as a global spirit, with demand soaring in the U.S., Europe, and Asia, it's clear that El Tequileño is well-positioned to lead the charge, not with flash or celebrity endorsements, but with honest craftsmanship and deep family roots.
Tony Salles isn't just making tequila. He's rewriting the story of what tequila can be. And he's doing it one sip at a time.
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