Today it is owned by US beverage maker Brown-Forman, but the tequila is still made in the same place and facilities under a Mexican subsidiary. Tequila products sold under the Herradura name are still 100% agave, made in the same traditional ways as those of the last century. The company makes other tequila products such as El Jimador a tequila blend spirit which is the best seller in Mexico as well as New Mix, a tequila and grapefruit soda beverage. Since its acquisition by Brown-Forman, Herradura has had a number of promotional efforts in Mexico and the United States, including inviting artists to use tequila barrels at the bases for art pieces, which are then displayed and auctioned off for charity.
Herradura produces tequila and tequila based beverages under the Herradura, Hacienda de Cristero, Grand Imperio, El Jimador and New Mix names. Herradura brand tequilas are 100 percent blue agave. As an authentic tequila, bottles bear certification from the Mexican government. Herradura brands include Herradura Blanco (46% alcohol), Herradura Blanco Suave (40%), Herradura Reposado (40%), Herradura Antiguo (38%), Herradura Añejo (40%) and Selección Suprema (40%). The best selling varieties are Reposado, Añejo and Selección Suprema. Herradura introduced the first Reposado tequila in 1974 and the first Extra Añejo Selección Suprema in 1995. Reposado is aged for eleven months (one more than normal) in wood barrels. Selección Suprema is aged for 49 months in oak barrels. In 2012, the company redesigned the package of the Selección Suprema to reflect the traditional nature in which the extra aged tequila is made.
Another important brand is el Jimador, launched in 1994 and named after those who harvest agave plants. el Jimador is 100% agave tequila. It is currently the best-selling tequila in Mexico with a twelve percent market share.
New Mix is a canned tequila and grapefruit soda drink with five percent alcohol. It is also the best selling product of its type in Mexico.
Herradura, in 2013 under the sub-label “Coleccion de la Casa” released in limited areas (Mexico, United States, El Salvador and Australia.) two new Reposado Tequilas partially aged in non-traditional barrels. One Aged in oak then in Port barrels and another partailly aged in Congac barrels as well as traditional oak.