Three plaintiffs have officially filed a lawsuit against Diageo, a global spirits giant with over 200 spirit brands under its portfolio. Plaintiffs Avi Pusateri, Chaim Mishulovin, and Sushi Tokyo Inc. allege Diageo adulterates tequila sold as containing 100% agave. The lawsuit was filed in the United States District Court Eastern District of New York and claims that major tequila producers colluded with the Tequila Regulatory Council (CRT) to manipulate agave supplies and prices, undermining small agave farmers who produce additive-free tequila, while flooding the market with sugar cane-alcohol adulterated spirits that are passed off as “premium.” It was first reported by Mezcalistas this morning.
These claims are shaking up the billion-dollar agave industry while simultaneously validating tequila transparency advocates, exposing systemic corruption, and sparking calls for reform.
The accusations center on claims that large tequila companies, including Diageo, mixed cane alcohol into products labeled as 100% agave tequila, violating regulations and deceiving consumers.