Celosa Tequila Awarded The Butterfly Mark From Positive Luxury

The Butterfly Mark is an independent, globally respected trust mark awarded to luxury brands, retailers and suppliers that meet the highest standards of verified sustainability performance. Certification is earned through rigorous, independent ESG+ assessment, underpinned by the latest international standards, global legislation and best practice principles. A company must achieve a score of 50 in each of the Environment, Social and Governance pillars to meet the minimum standards for Butterfly Mark Certification. Celosa scored across all areas as follows: Environment (60% total score), Social (52% total score), Governance (74% total score), and Innovation (34% total score). 

“At the core of Celosa lies a strong sense of pride in Mexican tradition and culture,” says José Alonso Beckmann, Co-Founder and CEO of Celosa Tequila, and grandson of Juan Francisco Beckmann Vidal of the Jose Cuervo legacy. “True success starts with our people and the Celosa team is proud of The Butterfly Mark achievement and ongoing efforts to strengthen our commitment to ESG+ factors. By optimizing our environmental impact, promoting transparency throughout our supply chain, and prioritizing social responsibility, we hope to create a positive and lasting impact. This allows people to make informed decisions about what they buy and know that Celosa exceeds those standards.” 

“We are proud to announce Celosa Tequila has been awarded The Butterfly Mark for meeting higher and higher standards for people and nature,” says Amy Nelson-Bennett, CEO Positive Luxury. “Celosa Tequila is a 100% organic, ultra-premium joven rosa tequila stemming from a 12 generation Mexican family legacy. From collaborating with their suppliers to monitor and record water usage, reusing oak barrels from Napa Valley to color and flavor the tequila and producing a publicly-available impact report with transparency on materiality, environmental and social performance – Celosa Tequila is leading the way to a better future through positive actionable change. Positive Luxury is honored to be working with them and to recognize Celosa Tequila and the team as Real Changemakers.”

Celosa is one of 200 luxury brands that Positive Luxury has supported and guided to embed measurable sustainability practices across their business and inspire others. Celosa joins The Macallan, Belvedere Vodka, Hennessy, The Glenturret, Canned Wine Company, and Courvoisier as other purpose-driven, premium drink brands recognized with The Butterfly Mark. 

The secret of Celosa lies in the blend of a family legacy of over 200 years in tequila, soil quality, the age of the agave, and the experimentation of resting the tequila in used French oak red wine barrels from Napa Valley, thereby reducing waste and minimizing their environmental footprint. By using 100% organic tequila – cultivating agave without the use of synthetic pesticides or fertilizers – Celosa’s organic farming approach promotes healthier soil, reduces chemical runoff, and supports biodiversity. In addition, Celosa employs a workforce of 70 percent women, offering them dependable employment and access to healthcare in Mexico. These skilled artisans create each bottle cap from natural Monterrey black marble rock, and no two bottles are alike, resulting in a bespoke piece that captures the essence of luxury and individuality.

Celosa is available in the United States in 24 states, across Europe, Mexico, and currently launching Asia. For information visit celosatequila.com and follow @celosatequila.

ABOUT CELOSA TEQUILA  

Celosa is a 100% organic, additive free, joven rosa tequila, made only with seven-year-old blue weber agaves that are grown and harvested in the highlands of the state of Jalisco, Mexico. Celosa's secret lies in the unique fusion of ancestral know-how combined with a unique process which lets the tequila rest in recently used red wine French oak barrels. This innovation softens the tequila, giving it a silky finish and a distinctive pink color. For information visit celosatequila.com and follow @celosatequila.

ABOUT POSITIVE LUXURY 

Positive Luxury are the leading sustainability experts for the global luxury industry. By helping businesses meet higher and higher standards for people and nature, they are transforming luxury – for the good of all. Positive Luxury was born to action real change, for a world that desperately needs it. Inspired by the large blue Butterfly, which now thrives following extinction in the UK and subsequent reintroduction. This story of success took expert understanding of a unique ecosystem and its driving factors. Positive Luxury believes each luxury ecosystem is entirely unique, so its Butterfly Methodology is a program of tools and services that configures to each company’s bespoke challenges and needs. Today they power a collective of over 200 luxury businesses across the globe they call the Real Changemakers, continually raising the bar.