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Due to a bilateral treaty between the European Union and the Mexican government in 2011, an initiative was taken and an investment was done with funds from the EU and Mexico to stimulate the growth of exports from Mexico to the EU. The investment was administrated by an entity called PROCEI (the Competitiveness and Innovation Project Mexico-EU), led by PROMEXICO, who invited five different sectors to participate. The spirits industry got its share of the investment and the National Chamber of the Tequila Industry (Camara Nacional de la Industria Tequilera, CNIT) administrated several initiatives such as various certification and energy optimization projects, all with the purpose to improve the competitiveness of the Mexican spirits industry and increase exports to Europe.

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