"A San Francisco resident has filed a class action suit in federal court against spirits giant Diageo - parent company of well-known tequila brands Don Julio and Casamigos - alleging the company intentionally misled consumers about the agave content in its tequila products labeled "100% agave" in order to profit from this deception. "They would hear 'tequila' and imagine something else - not high quality.""
"But in the following decades, the way American consumers think about this liquor has changed significantly, Suro Piñera said. "To see right now the passion, the commitment, the interest in tequila, is a dream come true," he said. And globalization is being felt all the way through the supply chain. The first time that Morales of Tequila Aficionado visited Jalisco, almost two decades ago, he remembers how bright the fields of agave were in the sunlight: "I had to look at them with my sunglasses on because they were so blue and bright against the red soil," he said."
A San Francisco resident filed a class action suit in federal court against Diageo, alleging that tequilas labeled "100% agave" were misrepresented to consumers to increase profits. Diageo is the parent company of Don Julio and Casamigos. The plaintiff seeks class status and the case could stay in California or be moved to New York at Diageo's request. California consumer-protection law, including the Consumer Legal Remedies Act, may apply. The lawsuit raises questions about supply-chain practices and agave sourcing amid growing U.S. tequila demand. Industry figures describe tequila's rising popularity and its globalized production impacts.
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