Mexico City /
The development of the industry mezcal is relatively young; It was in the 90s when the potential of the distillate began to be exploited and gradually started to gain ground in the alcoholic beverages sector.
The market researcher Statista points out that in 2023 there were 12.2 million liters of mezcal; Of this figure, 7.3 million went to the export market, with more than 400 brands representing the country.
Due to its artisanal process, the spirit has been very popular in markets such as the United States, Germany, Japan and Canada, among others. However, national consumption has grown hand in hand with restaurants and bars located in the capital of the country, mainly.
“It is a category that in the last decade has experienced notable growth in the country and has grown on average 28 percent annualized during this time,” he told MILLENNIUM Rodrigo Zamoraleader of the Wines and Spirits segments for Systematized Channel and Market Information (Iscam).
Within the wholesale market, this category represents 8 percent of the division’s volume; The specialist maintains that there have been several factors who have transformed their performance to culturally revalue their presence in front of others distillates.
Among them is the sense of belonging and cultural representation, today nine entities hold the designation of origin for its production; he artisanal process for its manufacture and on the other hand, the premiumization of its commercialization, which has attracted the attention not only of tourists but of cocktail fans and which has led it to have prices above other products in the same branch.
Iscam points out that the average price for tequila in the wholesale channel is 361 pesos; a bottle of whiskey 419 pesos; while, in the case of mezcal, it is around 530 pesos.
Bars in Roma and La Condesa sell mezcal
National consumption of mezcal is concentrated in the Valley of Mexicoa region that accounts for 40 percent of sales in the country. Rodrigo Zamora maintains that the range of recreation options in areas such as Roma and Condesa colonies They have made this area the most relevant to rebound the sector.
“In fact, it was the region that promoted the category in the country. He boom of bars and restaurants in these neighborhoods made the drink become fashionable.”
Although it is not the size of categories such as whiskey and tequila, the proposals of cocktail, different infusions and others within consumption centers have caused the sales of agave distillate to generate interest for consumers, in the same way that has happened in the case of gin.
In the wholesale channel, young and white mezcal represents 90 percent of sales; while, consumption centers represent 45 percent of its marketing.
“It is the direct contact with the final consumer, it has helped the category a lot, 67 percent of the sales sites are restaurants, followed by bars with 25 percent of mezcal sales in the country. “Mezcal is helped by consumer trends, the global trend with artisanal production, with the interest behind everything organic, it has played greatly in favor of the category in the country.”
Tourism, the other impulse
Although the proposal does not escape the eye of the touristsmainly in the southeast, which concentrates 22 percent of mezcal sales for the wholesale sector.
In August of this year, more than six million people20.7 percent more than in the same period of 2023, reported the National Institute of Statistics and Geography (Inegi). On average, international tourists They spent 317 dollars in the country Throughout the month, with the diversification of proposals, states that depend largely on tourism have seen an opportunity with the experience offered by the beverage industry.
“By number of inhabitants it will continue to be the largest market. In the case of the southeast, the bet is seen from investments with the federal government with the issues of the Mayan Train and all development, tourist income continues to increase above the previous year. These factors could underpin the performance of the southeast in the case of alcoholic beverages.”
Meanwhile, the area of Shallows represents 16 percent of sales; the smallest regions in consumption are Peaceful and Northwhich are still in development.
Going forward, the specialist added, it will be important to monitor the performance of the drink, which has not been immune to the impact on the purchasing power of consumers and so far this year it has reported a negative variation of 3 percent in volume and 0.4 percent in value.
“The issue of supplies is apparently guaranteed. Agave prices are lower than in recent years. The inflation in the channel is approximately 2.5 percent, below that of the consumer. We have already started to see an interesting market recovery in the last two months. Once again, the high-grade market is growing. Looking ahead to the season he is beginning to recover; “The market performance will improve towards the end of the year without double-digit growth, but there will be marginal increases.”
CMOG
