Brown-Forman advances water sustainability at Casa Herradura distillery in drought-stricken Jalisco

Brown-Forman, the American spirits company known for brands like Jack Daniel’s and Herradura, is taking new steps to address water scarcity at its Casa Herradura distillery in Amatitán, Jalisco, Mexico. The company recently shared its progress and future plans during a webinar organized by Waterplan, a technology firm focused on water management. The event coincided with the International Day of Appropriate Technology, which highlights accessible and sustainable technological solutions.

Casa Herradura operates in one of Mexico’s regions most affected by water stress. In this challenging environment, Brown-Forman has managed to reuse 65% of the treated water at the distillery. This achievement sets a benchmark for the spirits industry in terms of environmental responsibility and operational efficiency.

During the webinar, Brown-Forman detailed how it uses technology to monitor and optimize water use at Casa Herradura. The company has set ambitious goals for 2030: achieving water balance at the distillery, reducing water consumption per unit produced by 15% in collaboration with the broader tequila industry and the Tequila Regulatory Council (CRT), and reusing 80% of treated water.

To support these objectives, Brown-Forman recently opened a new wastewater treatment plant at Casa Herradura. This facility is designed to strengthen water management and reduce environmental impact. The plant allows for treated water to be reused in irrigation and production processes. It also captures biogas generated during treatment, which is then used as a green fuel source.

Daniel Hernández, Environmental, Health, Safety and Sustainability Manager for Brown-Forman Mexico, explained that the new plant represents more than just infrastructure. He described it as “technology in service of tradition,” emphasizing that these investments are real actions aimed at protecting water resources for both the industry and the planet.

Looking ahead, Brown-Forman is exploring how artificial intelligence (AI) could further improve water management at Casa Herradura. AI tools could automate daily measurements, saving up to two hours of manual work each day. They could also eliminate errors from paper or spreadsheet records, detect leaks or abnormal consumption in real time, and provide immediate access to accurate data for better decision-making.

The company is continuously evaluating how to adopt new technologies like AI to meet its environmental goals. Experts from Waterplan noted that while some companies see smart meters and real-time monitoring as expensive upgrades, AI can offer affordable solutions without requiring a complete overhaul of existing infrastructure. Algorithms can detect anomalies and read meter data from photographs, allowing companies to analyze their water balance and prevent operational or environmental risks quickly.

Hernández stressed that the future of tequila production depends on responsible water management. He said that advances like these show it is possible to protect the environment while maintaining strong operations.

For Brown-Forman, applying appropriate technology to water management is not just about innovation—it is a practical response to an urgent problem. By investing in these solutions, the company aims to strengthen its operational resilience and environmental commitment, ensuring that tequila production continues sustainably for generations to come.