How Suerte Tequila Is Redefining Sustainable Spirits from the Ground Up

To Suerte Tequila, sustainability isn’t just a marketing buzzword. Suerte believes that better tequila starts before the bottle, as they continue to commit to and expand sustainability practices that have guided the brand since its founding—principles the company describes not as a strategy, but simply as “doing things right.”

Rooted in the highlands of Jalisco, Suerte operates a solar-powered distillery using natural spring water from Atotonilco El Alto and 100% locally sourced ingredients. The brand’s agave is grown without herbicides, pesticides, or irrigation, preserving both the integrity of the land and the quality of the final product. Raw materials are sourced in close proximity to the distillery to reduce transportation emissions and support the surrounding agricultural community.

Suerte also prioritizes responsible production beyond the agave fields. Agave waste, known as bagazo, is repurposed as animal feed or compost rather than discarded, helping reduce waste across the distillation process. Even the brand’s packaging demonstrates its environmental commitment by using Forest Stewardship Council–certified boxes, maintaining ISO standards for environmental quality and safety, complying with the PROFEPA-endorsed Clean Industry program, and following the Urban Forest sustainability model.

Beyond environmental leadership, Suerte is equally committed to the people behind the product — creating local employment opportunities, paying wages above the regional average, and investing back into the Atotonilco El Alto community that makes the tequila possible.

“Sustainability is a big word for what we’ve always just called doing things right,” Suerte President and Co-Founder Laurence Spiewak says. “We’re committed to the best conditions for our land, our product, and our people.”

By combining traditional tequila-making with long-term environmental responsibility and community support, Suerte continues to build a brand rooted in authenticity, quality, and respect for where great tequila begins.