Diageo has dismissed class action lawsuits it is facing in the US over claims its Don Julio and Casamigos tequila brands are falsely labelled as 100% agave as “baseless”.
In its first public response to mounting legal action against its tequila brands across the pond, the London-listed company vowed to “vigorously defend the quality and integrity” of its brands against “misinformation and lies”.
“These claims are without factual or legal merit,” a Diageo statement issued on Monday (14 July) said. “The complaint fails to allege a single fact that comes close to supporting the baseless claim that Casamigos and Don Julio tequilas are not 100% agave.
“All Casamigos and Don Julio tequilas labelled as ‘100% agave’ are made from 100% blue weber agave. We will vigorously defend the quality and integrity of our tequilas in court, and against anyone who is spreading misinformation and lies about our products.”
In May, a class action filed in federal court in New York accused Diageo of falsely advertising Casamigos and Don Julio tequilas as ‘100% agave’, claiming they contained other alcohols and therefore did not meet US or Mexican standards for pure tequila.
Two similar lawsuits were filed in California and Florida in the same month, with one alleging some versions of Casamigos and Don Julio contained between 33% and 42% agave-derived ethanol.
Diageo denies any wrongdoing, insisting its tequilas undergo rigorous internal testing and external independent certification.
The Tequila Regulatory Council (CRT) is the official body responsible for ensuring all tequila production complies with internationally recognised standards.
A product labelled 100% agave must be made only from blue weber agave and less than 1% additives (by volume) to enhance flavour, colour, and texture.
Any tequila which contains cane or other sugar-derived alcohols – such as those mentioned in the lawsuits – would classify it as a mixto, which cannot be described as 100% agave.
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