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.

Since its acquisition by Brown-Forman, Herradura has had many promotional efforts in Mexico and the United States, including inviting artists to use tequila barrels as the bases for art pieces, which are then displayed and auctioned off for charity.

[1] The official history of Herradura begin with Félix López, who began as the distillery administrator under then owners Josefa Salazar and her sons.

In 1870, López took over the distillery and agave fields and registered it as a tequila producer under the name of Hacienda San José del Refugio.

[3] The construction of railroads in the late 19th century allowed for easier shipping to other parts of Mexico and increased tequila's popularity in the country.

[3] The hacienda passed into the hand of Aurelio's cousin David Rosales, who kept the tequila 100% agave despite the trend towards blending to cut costs.

María de Jesús was able to return to Herradura and distinguished herself with charitable works to the town of Amatitán, including the building of wells in an area with little water.

[2] Herradura brand tequilas are still made with agave hearts roasted in clay ovens and fermented with wild yeast.

[11][15] In the late 2000s, the company invested about US$15 million in water treatment plants, the Amatitán distillery, new laboratories, and other facilities.

[12] The hacienda is part of the tourism sector of the area's economy as well, with the Tequila Express train arriving at it and Amatitán from Guadalajara.

[10] In 2012, the company redesigned the package of the Selección Suprema to reflect the traditional nature in which the extra-aged tequila is made.

[3][12] Herradura, in 2013 under the sub-label "Colección de la Casa," released in limited areas (Mexico, United States, El Salvador, and Australia), two new Reposado Tequilas partially aged in non-traditional barrels.

[11] In 2010, it created a program called "Buy-the-Barrel" in the United States aimed at tequila connoisseurs to purchase an entire barrel of Reposado, which yields about 240 bottles.

[20][21] The resulting works were displayed in various museum in the country then auctioned off with the proceeds going to four charities: Bécalos, the Museo de Arte Popular, Sólo por Ayudar and Hogar Cabañas.