“Just getting warmed up”: How Olmeca hit one-million cases

Olmeca has crossed the one-million cases milestone – and become the #2 premium tequila brand globally [1]. It’s a proud moment for the team behind a brand built on fun, energy, and shared rituals.

We sat down with Fabien Re , Global Brand Director at Olmeca to unpack the journey: what’s behind the brand’s unstoppable momentum, how Olmeca is welcoming newcomers to tequila, and what’s next for the brand.

What does hitting the one-million case milestone mean to Olmeca and the team?

It’s a huge milestone for us, and honestly, a bit of an emotional one. Hitting one million cases isn’t just about getting bigger, it’s about meaningful scale: growing with purpose while staying true to our DNA.

To see a tequila born in the highlands of Jalisco become part of nights out in more than 90 countries is something that fills the entire team with pride. The brand has always stood for connection – fun, energy, and togetherness – and this achievement shows that Olmeca’s values truly resonate everywhere. This milestone is not just a sales number. It’s one million shared moments around the world.

“This milestone is not just a sales number. It’s one million shared moments around the world.” – Fabien Re

Olmeca is now the #2 premium tequila brand globally [1]. What has driven that momentum?

Clarity and consistency. We’ve never tried to be something we’re not. Even as the tequila segment evolved, with super- and ultra-premium expressions often dominating headlines, Olmeca has stayed rooted in approachability – a premium tequila that’s high-quality but never intimidating.

Our strength lies in being social, accessible, and fun – a tequila that’s as much for first-timers as it is for connoisseurs.  A big part of this momentum also comes from our incredible local sales and marketing teams who understand nightlife culture as deeply as they understand the brand.

The brand is growing in emerging markets like China, Turkey and across Africa. What is behind that success?

Tequila is still relatively new and exciting in many of these markets, and that’s exactly where Olmeca shines. We’re often the first tequila people try and learn to love. At the heart of this success is our ability to bring the colour, warmth and fun of Mexico to new places, but always adapted to local culture – whether that’s high-energy shot rituals or simple long drinks. Our teams really understand that global success starts with local relevance, and our strength lies in adapting and positioning the brand in ways that feel authentic and genuinely resonate with consumers.

How does Olmeca make tequila approachable yet authentic for newcomers?

We keep it real and we keep it fun. At its heart, Olmeca is a true tequila, crafted with care and backed by the right production and quality credentials. But we never take ourselves too seriously. We strip away the rules and make that first encounter colourful, social, and approachable – the first toast, the first shared laugh of the night.

“At its heart, Olmeca is a true tequila, crafted with care and backed by the right production and quality credentials. But we never take ourselves too seriously.” – Fabien Re

The bottle redesign and limited editions have really stood out in recent years. How have they helped shape the brand's identity?

The bottle redesign helped strengthen Olmeca’s look while staying true to our unmistakable Mexican spirit. It’s very consistent with who we are and where we come from – if you look at the packaging over time, you can see how it evolved into a stronger, more modern expression of the brand.

Our limited editions take that even further. They’re our way of celebrating Mexican creativity in a way that's bold and playful. The first global edition launched a little over a year ago, inspired by alebrijes from Mexican folklore – or “Mexican Pokémon” as I like to call them. The next one in the pipeline pushes that further with an even bolder and more fun interpretation of our spirit.

The way people enjoy tequila is evolving – from classic shots to creative shot-tails. How is Olmeca leading that evolution?

We believe in shared rituals. A shot is so much more than just a drink, it’s a collective social moment, the spark that connects people. Our activations lean into that energy with bold visuals, interactive experiences, and of course, a good dose of fun.

Shot-tails – like the traditional lime and salt ritual or more creative twists – are a natural evolution of that idea. They keep the ritual alive while adding creativity, colour, and flavour. It’s the perfect mix for today’s consumers: visually engaging, lower in alcohol, and aligned with the growing shift towards more mindful ways of enjoying drinks.

This year also saw big wins for Olmeca at leading spirits competitions. What do these accolades mean for the brand?

They’re amazing validation. We won a Master Award for Olmeca Reposado, and a Gold Medal for Olmeca Silver at The Spirits Business’ Tequila & Mezcal Masters 2025 – proof that what’s inside the bottle is every bit as strong as the energy around it. For us, it’s a great reminder that you can take quality seriously, while still being a brand that’s full of life and fun.

What makes it even more meaningful is that we’ve doubled global volumes over the past few years without ever compromising quality. That’s a huge credit to our operations and distilling teams, who’ve managed to scale while staying true to the original recipe and craft.

“For us, it’s a great reminder that you can take quality seriously, while still being a brand that’s full of life and fun.” – Fabien Re

For those discovering Olmeca for the first time, what’s the best way to enjoy it?

I’d say start with a shot – but make it a proper one. Chill your glass, grab some salt and lime, and share that moment with friends.

From there, keep it simple. Try easy long drinks like Olmeca and tonic, or Olmeca and cola – both are refreshing and really easy to make. Or go for a classic Batanga, made with Olmeca Gold or Reposado, a pinch of sea salt, lime juice, and cola.  We’re not fussy, spontaneity is part of the experience.The brand celebrates its Mexican roots while thriving globally. How do you keep that balance of heritage and modern relevance?

We focus on attitude rather than stereotypes, celebrating Mexico through its true spirit: warmth, creativity, humour, and colour. Our storytelling is rooted in authenticity; we share real cultural stories and express them through the universal energy of nightlife and connection.

For us, that’s the winning formula. It keeps Olmeca proudly Mexican at its core, yet completely at home anywhere in the world.

Now that you’ve crossed the one million cases milestone, what is next for Olmeca?

We’re #2, but there’s still a long way to #1 – and we’re just getting warmed up. Our focus now is to keep building momentum: strengthening our presence in existing markets, entering new ones, and continuing to champion the shared rituals that make Olmeca so distinctive.

We’re also seeing great opportunities with Olmeca Dark Chocolate, which we’re planning to expand. It’s a playful expression of our creativity and proof that innovation can still stay true to our DNA.

And that DNA will never change: a brand that’s fun, real, and full-of-life proving we can be the tequila of connection and celebration while remaining top-class in quality.

[1] Excluding the US and Mexico, IWSR 2024