Class action against Diageo

On May 20, 2025, our firm filed an Application for Authorization to Institute a Class Action against Diageo Canada Inc., which manufactures, distributes and markets Casamigos and Don Julio brand tequila bottles. The claim seeks a price reduction for all consumers who have purchased bottles of these brands at Diageo’s various points of sale.

Our client’s story

In May 2024, our client purchased a bottle of Casamigos brand tequila, which was marketed and advertised as being of “superior quality”, being made entirely from agave.

After purchasing the bottle, our client went home to host a dinner party for some of his friends.

During this dinner, our client, proud of his valuable purchase and believing that it was indeed a premium bottle, opened it and offered some to his friends.

However, after a discussion with his friends, our client realizes that the bottle of tequila he has just purchased, for a rather high price, is not in fact produced entirely from agave, but rather contains significant concentrations of sugar cane as well as other types of ingredients.

The proposed class action

Under the Consumer Protection Act, a trader who sells and distributes products has the obligation to ensure that consumers have access to all the information they need about the said goods, from a first reading of all representations.

However, Diageo sells bottles of tequila labeled with statements such as “Tequila 100% Agave Azul” and “100% de Agave”, presumably misleading consumers into thinking they are buying superior quality products.

As a result of Diageo’s lack of transparency, our firm’s proposed class action alleges that consumers have been the victims of misrepresentation.

We estimate that this prohibited practice has affected several thousand, if not several hundred thousand, consumers in Quebec.

On behalf of our representatives and all injured members, we are claiming damages and punitive damages to punish Diageo’s lax and reckless behaviour.

The Proposed Class

This class action concerns all individuals residing in Quebec who have purchased a bottle of Don Julio or Casamigos brand tequila since May 20, 2022:

• Casamigos
• Casamigos Reposado
• Casamigos Anejo
• Casamigos Mezcal
• Don Julio Blanco
• Don Julio Anejo
• Don Julio Reposado
• Don Julio Primavera
• Don Julio Rosado
• Don Julio 1942 Anejo

Applications lodged with the Court

Application for authorization to bring a class action (French)

Current status of the file

Pending authorization by a judge of the Superior Court.

How to be part of the class action

If you fall within the definition of the class covered by this class action, you are automatically part of the class action.