Trump’s Tariffs Could Put Celebrity Tequila on the Rocks.

Trump’s Tariffs Could Put Celebrity Tequila on the Rocks

Celebrity tequila brands have had a wild ride over the past decade. From George Clooney’s billion-dollar Casamigos exit to Kendall Jenner’s 818 hype machine, A-listers have turned Mexico’s prized spirit into a lucrative side hustle. But that golden era may be coming to an end. The culprit? A new 25% tariff on Mexican imports proposed by Donald Trump.

For the broader alcohol industry, these tariffs are a headache. For celebrity-backed brands, they could be existential.

A Supply Chain Nightmare for Star-Powered Spirits

Unlike corporate alcohol giants that have decades of supply chain expertise and pricing power, celebrity tequila brands are far more vulnerable to external shocks. Many rely on contract manufacturers and third-party distributors, giving them little control over costs when tariffs hit.

Tequila producers have already taken drastic measures. Exports to the U.S. surged 35% in January as brands scrambled to stockpile bottles before the tariffs take effect. Jenner’s 818 tequila reportedly secured six months’ worth of inventory in anticipation of a trade war.

But there’s only so much they can do. By law, tequila can only be produced in specific regions of Mexico—primarily Jalisco and parts of Guanajuato, Michoacán, Nayarit, and Tamaulipas. There’s no workaround. If you want tequila, you have to buy from Mexico.

The Celebrity Tequila Boom Is Losing Steam

Even before the tariff threat, tequila’s star-powered boom was showing cracks.

Casamigos, once the poster child for celebrity tequila success, saw sales decline by 22% in early 2025. The number of new tequila brand launches dropped 20% last year. And after years of double-digit expansion, overall tequila volume growth in the U.S. slowed to just 1% in 2023.

Luxury tequila brands will likely weather the storm—consumers who spend $200 on a bottle of Clase Azul aren’t as price-sensitive. But mass-market celebrity tequilas live and die by marketing, hype, and affordability. With prices set to rise, consumer demand could fade fast.

The Final Shake-Up?

Celebrity tequila brands rode a wave of cheap money, influencer-driven marketing, and surging demand for premium spirits. But with tequila’s growth slowing and tariffs looming, the days of easy hype and billion-dollar buyouts might be over.

For celebrity tequila, the only thing on the rocks might be their business model.

Thanks for reading!