The First International Congress of Agave Distillate Technicians, Masters, and Producers was held September 11-12, 2025
By Alfredo Espinola
At a historic moment for the tequila industry, the First International Congress of Agave Distillate Technicians, Masters, and Producers was held September 11-12 in Guadalajara, Jalisco. This unprecedented gathering sought to consolidate the professionalization and strengthen the competitiveness of one of Mexico's most emblematic sectors.
A panel of honor with key voices
The inauguration was attended by leading figures from the sector:
· Jorge Martínez Cano, president of the International College of Tequila Technicians and Masters (CITEMATEQ).
· Felipe Villalobos, manager of Administration and Planning at the National Chamber of the Tequila Industry.
· Laura Romero, Director General of Foreign Trade at the Jalisco Ministry of Economic Development.
· Dr. Salvador Cosió Gaona, Director General of the Jalisco State Institute for Job Training (IDEFT)
· Juan Ignacio Covarrubias, Director of the Amatitán Regional Unit of IDEFT
· Fabio Humberto Bernal Quezada, Academic Director of IDEFT
· Pablo García Arias, Director of Outreach at IDEFT.
Opening remarks
Jorge Martínez Cano opened the conference by thanking the authorities, colleagues, and attendees for their presence.
"This conference is historic because no one has ever organized a meeting of this magnitude for the tequila industry before. We are deeply proud to take this first step and are confident that it will not be the last."
In an emotional moment, he dedicated the opening to his wife, Silvia Martínez, president of the Tequila Women's Association, and highlighted the importance of promoting an academic and professional vision that honors the tradition of tequila while projecting it into the future.
The voice of the institutions
Juan Ignacio Covarrubias pointed out that the objective is to strengthen the training and certification of essential trades in the production chain: jimadores, distillers, and loaders. He also announced the official accreditation of the 140-hour Diploma in Comprehensive Tequila Technician Training, designed in partnership with the International College of Tequila Technicians and Masters.
Dr. Salvador Cosió Gaona emphasized that IDEFT has trained more than 60,000 people in trades and new technologies, with 600 active courses, and highlighted its role as an evaluation and certification entity.
Industry perspective
Felipe Villalobos highlighted the relevance of tequila in the international market.
“Today, tequila represents 10.5% of distilled beverages in the United States, but only 2.7% worldwide. We have enormous growth potential in markets such as India and China. The professionalization of the chain and innovation will be key to achieving this.”
For her part, Laura Romero recalled that market diversification requires a high level of preparation.
“Europe and Asia demand standards of quality, traceability, and sustainability. This conference addresses precisely these strategic issues, from the responsible use of water to the reduction of the environmental footprint.”
She added that tequila is not only an economic engine but also a cultural icon of Mexico in the world.
Signing of the agreement and opening
One of the most significant moments was the signing of the collaboration agreement between IDEFT and CITEMATEQ, which grants official validity to specialized courses and diplomas in the tequila industry.
Jorge Martínez Cano was emphatic.
“We want to eradicate the figure of the self-proclaimed ‘master’ with no real experience. The industry needs certified professionals with a solid scientific foundation.”
In this spirit, Laura Romero declared the conference open, emphasizing its importance for innovation and the sustainable future of the sector.
Keynote speeches and academic program
The first presentation was given by Jorge Martínez Cano, president of CITEMATEQ, on the topic of “The importance of utilizing raw materials and energy resources in the agave distillate industry to comply with the 2030 Agenda.”
The program included key topics such as:
· Regeneration and improvement of agricultural soils.
· International e-commerce: global wholesale strategies.
· Building successful brands.
· Strategic alliances for business growth.
All with a common goal: to consolidate a responsible and competitive future for the drink that identifies Mexico in the world.
A space that inspires
The congress brought together agave producers, industrialists, marketers, laboratories, and technology companies that offered innovations ranging from drones for surveying plantations to specialized trucks.
“It was a high-level meeting, something that had never been done in the sector before. People left motivated, with the satisfaction of having taken advantage of every minute,” said Silvia.
What's next
The goal is to grow. “Someone suggested that we hold the next conference inside a distillery, and we are considering it. We also aspire to reach large-scale venues such as Expo Guadalajara. Every comment we received was positive and drives us to improve,” said Mr. Cano.
Both Mr. Cano and Ms. Silvia agreed that the secret lies in quality and passion:
“We ate breakfast, lunch, and dinner dreaming about this conference. We did it with total dedication. Now we want more people to join us and spread the word. The best way to grow will be through word of mouth.”
The First International Congress of Agave Distillate Technicians, Masters, and Producers not only opened up an unprecedented space for dialogue, training, and innovation, but also planted a seed that promises to transform the way Mexico honors, produces, and projects its most iconic drink to the world: tequila.