When Luxco® founder Paul Lux wanted to produce an exceptional tequila, he turned to one of Mexico’s most reputable tequila-distillers: the Gonzalez family. With a rich history and expertise in handcrafting tequila, the Gonzalezes brought the dream to fruition – and in 1998 the El Mayor® Tequila brand was born.

In the 25 years since, the relationship has grown, producing dozens of award-winning El Mayor tequila variants as well as the 2017 opening of a new distillery in Arandas, Mexico – Destiladora Gonzalez Lux™ (DGL) – where El Mayor, Dos Primos® and Exotico® are crafted.

Master Distiller Rodolfo Gonzalez oversees every drop of tequila that leaves DGL – but it’s his daughter Grace who serves as the face of the El Mayor brand. A distiller herself, Grace has made it her mission to teach people about the history and complexity of tequila. In 2023, she’s embarking on an ambitious multi-city U.S. tour to meet with El Mayor distributors, key accounts and consumers.

Her visits could not come at a better time, as premium tequila continues to see a meteoric rise across the category. El Mayor experienced a growth rate of more than 137% over the past seven years alone, and the brand shows no signs of slowing down.

“The excitement, expansion and rapid growth present in the premium bourbon category has now taken hold in the premium tequila category, which means the sky’s the limit for this exceptional brand,” said El Mayor Brand Manager Chelsi Hofmeister. “El Mayor continues to receive wide acclaim from tequila novices and aficionados alike, and the brand’s limited-edition tequilas sell quickly.”

The brand’s 2023 limited-edition tequila will pay homage to a quarter century of excellence and tradition. Selected from some of the oldest barrel stock at DGL, the El Mayor 25th Anniversary Extra Añejo Tequila was aged for 39 months in American Oak bourbon barrels to create an extraordinarily smooth, well-balanced tequila with hints of baking spices and dried fruit on the nose and palate. A limited allocation of approximately 6,000 bottles will be available in July at a suggested retail price of $129.99 per 750mL bottle.

“This limited-edition Extra Añejo tequila is the culmination of 25 years of knowledge, expertise and innovation,” said Grace. “It’s a gorgeous expression worthy of such a significant milestone, and I’m looking forward to introducing it this summer during my North American tour.”

As with every bottle of El Mayor, the 25th Anniversary Extra Añejo Tequila is made with 100% estate-grown, Blue Weber agave from the valley area of Jalisco, Mexico.

“From the inception of this brand to today, it’s always been about high quality and craftmanship,” said Hofmeister. “What a tremendous foundation Paul Lux built with the Gonzalez family – I can’t wait to see what’s in store for El Mayor during the next 25 years.”

For more information about El Mayor and the 25th Anniversary Extra Añejo Tequila, visit elmayor.com or follow the brands @elmayortequila on Facebook and Instagram.