Sierra Tequila

On Sierra Tequila's official history page, Diversa Spezialitäten GmbH (Underberg Group) is mentioned 0 times. The brand tells a story of Australian origin while the corporate reality is carefully omitted.

Sierra Tequila was created in 1982 by Borco-Marken-Import, a German spirits distributor, specifically to sell tequila to European consumers who wanted an 'authentic Mexican experience.' The brand was never Mexican-owned — it was conceived in Germany and contracted to be produced in Jalisco. The iconic sombrero bottle cap was a marketing invention to reinforce Mexican stereotypes for foreign buyers. Borco was later absorbed into Diversa Spezialitäten GmbH, part of the Underberg Group, the family-owned German spirits conglomerate behind Underberg bitters. The tequila itself is legitimately produced in Mexico's designated tequila region, but the brand's soul has always been German.

The entire brand identity — from the sombrero cap to the 'Viva Mexico' aesthetic — is German marketing cosplay. Sierra presents as a heritage Mexican tequila rather than what it is: a European export brand that happens to source from Mexico. The website emphasizes Mexican production while strategically omitting German ownership.

Every bottle purchased sends profits to the Underberg family's private holdings in Rheinberg, Germany. Mexican distillery workers produce the liquid, but the substantial brand margins flow to German shareholders. Underberg AG controls a portfolio of spirits brands across Europe.

Buying Sierra supports German corporate spirits marketing rather than genuine Mexican tequila heritage. The price premium you pay for 'authenticity' funds European marketing budgets. Independent Mexican tequila producers compete against brands with German distribution muscle.

For genuine agave spirits, seek out Australian-made alternatives like Headlands Distilling Co. (Sunshine Coast) which produces agave spirits, or support actual Mexican-owned imports like Fortaleza or Siete Leguas. Underground Spirits in Canberra also experiments with agave-based products.