Don Julio Lawsuits? Is Your “100% Agave” Tequila Really 100%?

When you drop $60, $100, or even $200 on a premium bottle of Don Julio or Casamigos, you expect authenticity. The smoothness, the agave bite, the prestige—everything about it screams “top shelf.” But what if that shiny label reading “100% Blue Weber Agave” is a lie?

That’s exactly the tea spilling in courts from New York to California and Florida, where Diageo—the global liquor giant behind Don Julio and Casamigos—is facing a wave of lawsuits that could shake up the $20 billion U.S. tequila market.

The Allegations: Fake “100% Agave”?

The lawsuits accuse Diageo of misleading consumers by labeling Don Julio and Casamigos as “100% agave” while allegedly blending in other alcohols—like cane or grain ethanol.

• Lab Tests: Plaintiffs say carbon isotope testing shows that some bottles contain as little as 33–42% agave-derived ethanol, far from the pure 100% the label promises.

• The Price Tag: Consumers argue they’re being duped into paying premium prices for what could essentially be a cut product.

• Legal Angle: Multiple class actions claim this is fraud, deceptive labeling, and in one California case, even a RICO violation—a law normally used for organized crime.

If true, this would not only betray loyal fans but also violate strict Mexican and U.S. standards for tequila labeling.

Diageo’s Clapback

Diageo isn’t taking these claims lightly. The company calls the lawsuits “outrageous” and “categorically false.”

• They insist Don Julio and Casamigos are made from 100% Blue Weber agave, grown and harvested in Jalisco, Mexico.

• They note that their tequilas are certified by the Consejo Regulador del Tequila (CRT) and meet all U.S. TTB requirements.

• Their stance? The science plaintiffs are waving around is flawed, misapplied, and won’t hold up in court.

In short, Diageo is telling us: Don’t believe the hype.

Court by Court: The Legal Drama

• New York (Brooklyn Federal Court): The first big case, filed in May 2025, accuses Diageo of selling tequila that doesn’t live up to its label. Motions to dismiss are on the horizon, with expert battles over testing methods looming.

• California (San Francisco): Filed in July, this suit goes further, tacking on racketeering allegations—basically suggesting a coordinated fraud scheme.

• Florida (Miami-Dade County): Another class action, still in its early stages, could add fuel to the fire if the cases get consolidated.

With three lawsuits in play, Diageo is staring down not just reputational damage, but also potential payouts in the hundreds of millions if the plaintiffs succeed.

Why This Matters Beyond Tequila Lovers

This isn’t just about Don Julio shots and Casamigos cocktails:

• Consumer Trust: If “100% agave” can’t be trusted on premium labels, what does that say about the rest of the spirits industry?

• Big Brands vs. The People: Once again, a massive multinational is being accused of squeezing profits at the expense of everyday consumers.

• Ripple Effect: If courts side with the plaintiffs, labeling rules could tighten—and smaller tequila brands might gain an edge for being transparent and authentic.

  
  

For now, the lawsuits are active, messy, and unresolved. Plaintiffs are armed with lab results, while Diageo is doubling down on certifications and compliance. The truth will likely come down to expert testimony and whether a jury believes the science—or the brand.

Either way, this is a shot heard around the tequila world.

Whether you sip tequila neat or mix it into a margarita, this fight is bigger than the bar. It’s about truth in labeling, corporate accountability, and whether we’re really getting what we pay for. Keep your eye on this case, because the next time you raise a glass of Don Julio, you might be raising a glass to one of the biggest consumer fraud battles in the liquor industry.