Tequila: Why Was It Cheaper to Toast in September?

September is typically one of the months most associated with tequila consumption in Mexico. However, in 2026, the spirit historically linked with Jalisco behaved contrary to expectations for the season: its price decreased by 2.62% compared to August.

This data comes from the National Consumer Price Index (INPC) INPC from INEGI and placed tequila among the generic goods that registered the largest price reductions during September. Overall annual inflation closed the month at 3.45%.

This price drop is particularly noteworthy for Jalisco, as it is the primary territory for the Tequila Designation of Origin: out of the 181 municipalities protected across five states, 125 are located in Jalisco.

A Jalisco Product That Moved Against Inflation

Tequila’s performance contrasts with some of the products that most pressured prices during the ninth month of the year. While tomatoes increased by 30.25% and onions by 23%, tequila registered a decrease of 2.62%. Other products also saw price declines, such as potatoes and other tubers (-13.92%), professional services (-16.44%), avocados (-8.11%), and oranges (-5.65%).

The result is significant because September holds strong symbolic and commercial importance around products associated with national celebrations. Tequila is part of this cultural and commercial basket, but the trend observed by INEGI did not follow the same trajectory as several food items and services that raised their prices during the month.

From a consumer perspective, this means the beverage experienced price movements that contributed to moderating, albeit marginally, the overall pressure on the index.

Jalisco, at the Center of an Industry with a Designation of Origin

The relationship between tequila and Jalisco is particularly close.

The Tequila Designation of Origin currently protects 181 municipalities spread across Jalisco, Nayarit, Guanajuato, Michoacán, and Tamaulipas. Jalisco accounts for 125 of these municipalities, representing the largest territorial extension within the protected zone. According to data from the Tequila Regulatory Council (CRT), 583.5 million liters of tequila were produced in 2025.

Therefore, a variation in the consumer price of tequila is not just a movement within the INPC; it also puts into perspective the behavior of a production chain deeply linked to the territory of Jalisco. Tequila encompasses agricultural production, industrial transformation, commercialization, and a cultural identity that has made Jalisco one of the primary references for this beverage.

Tequila Did Help Contain Inflation

With a monthly variation of -2.62%, tequila contributed a negative incidence of -0.007 percentage points to the monthly inflation, according to INPC data. Incidence measures how much a product’s variation contributes to the overall price movement, considering its weight within the basket used to calculate the index.

In other words, tequila did not alter the national inflation trajectory on its own, but it was part of the group of products whose lower prices exerted downward pressure. The difference compared to other products is particularly visible in September: while some everyday consumer goods saw double-digit increases, tequila moved in the opposite direction.

This article originally appeared on Líder Empresarial.