Perspectivas del mercado y visión del analista:
El mezcal es un licor mexicano distintivo elaborado a partir de plantas de agave, principalmente en la región de Oaxaca. A diferencia del tequila, que es un tipo de mezcal elaborado exclusivamente con agave azul, el mezcal se puede producir a partir de varias especies de agave, lo que le otorga una gama más amplia de sabores y aromas. El aumento de la demanda de mezcal se puede atribuir a sus métodos de producción artesanal, su sabor ahumado único y el creciente aprecio por las bebidas espirituosas artesanales. Los consumidores buscan cada vez más autenticidad y diversidad en sus experiencias de bebida, lo que ha llevado al mezcal a ganar popularidad entre los entusiastas de las bebidas espirituosas aventureros y los mixólogos por igual. Su herencia cultural y técnicas de producción tradicionales también han contribuido a su atractivo, convirtiéndolo en una opción muy solicitada para quienes buscan explorar el rico mundo de las bebidas espirituosas a base de agave.
Impulsores y desafíos del crecimiento:
La creciente demanda de bebidas premium y de lujo se ha convertido en una fuerza impulsora para el mercado del mezcal. Un catalizador importante de esta tendencia es el aumento de la renta disponible de los consumidores. A medida que los ingresos de las personas han aumentado, están más inclinadas a asignar una parte de su presupuesto a disfrutar de bebidas espirituosas de alta gama como el mezcal. Esto ha abierto oportunidades para que las marcas premium de Mezcal prosperen a medida que los consumidores buscan experiencias de bebida distintivas y elevadas. Además, no se puede subestimar la influencia de los millennials. Este grupo demográfico ha mostrado una inclinación particular por gastar en bebidas de alta gama, impulsada por el deseo de calidad, autenticidad y perfiles de sabor únicos. El mezcal se alinea perfectamente con estas preferencias, ofreciendo un producto artesanal que resuena con el grupo demográfico millennial, contribuyendo significativamente al aumento de la demanda.
Además, la evolución de las preferencias de los consumidores juega un papel fundamental en el impulso del mercado del mezcal. Los consumidores modernos buscan cada vez más bebidas espirituosas únicas y sofisticadas que vayan más allá de lo común. Con su intrincado proceso de producción, notas ahumadas y sabores distintos, el Mezcal se alinea bien con este cambio. Se ha convertido en un símbolo de gusto refinado y ha ganado reputación como una bebida de primera calidad, atrayendo a consumidores exigentes que buscan una experiencia de bebida más elevada.
La floreciente cultura de los cócteles ha contribuido aún más al ascenso del mezcal en el mercado de bebidas de lujo. Los mixólogos y bartenders han adoptado el mezcal como un ingrediente versátil y premium para elaborar cócteles únicos e innovadores. Sus sabores ahumados y complejos añaden profundidad y carácter a las bebidas, lo que la convierte en una opción muy solicitada en bares y restaurantes de lujo. Esto ha aumentado la visibilidad del Mezcal y estimulado el interés de los consumidores en recrear estas experiencias de cócteles de lujo en casa, impulsando aún más la demanda.
Por último, la percepción del Mezcal como un producto de lujo se ha amplificado mediante estrategias de marketing efectivas y envases distintivos. Las marcas Premium de Mezcal han invertido en una marca sofisticada que resalta los orígenes artesanales del producto y enfatiza su exclusividad. Este enfoque de marketing ha atraído a consumidores que buscan símbolos de estatus y opciones de obsequios únicas, lo que ha impulsado la demanda de mezcal en el mercado de bebidas espirituosas de lujo.
Sin embargo, existen regulaciones estrictas que rigen la producción, el etiquetado y la certificación del mezcal en México. La Denominación de Origen del Mezcal, que protege el origen geográfico y los métodos tradicionales de producción del mezcal, impone un conjunto de reglas que pueden resultar gravosas para los productores. Por ejemplo, para ser etiquetado como "Mezcal", el aguardiente debe estar elaborado a partir de variedades específicas de plantas de agave, que se encuentran principalmente en algunas áreas de México, y se debe producir utilizando métodos tradicionales. El método tradicional incluye la cocción en fosas de barro o en hornos de barro, la molienda a mano, la fermentación en fosas de piedra u orgánicas y la destilación con fuego directo bajo vasijas de cobre o barro. Cumplir estos requisitos puede resultar costoso o llevar mucho tiempo, lo que limita la capacidad de los productores más pequeños de ingresar al mercado y competir de manera efectiva.
Otro desafío regulatorio se relaciona con la certificación y el etiquetado. Los productores deben cumplir con rigurosos estándares de calidad y someterse a procesos de certificación para llevar la etiqueta oficial de "Mezcal". Esto puede ser una barrera para los productores locales más pequeños que tal vez no tengan los recursos para navegar estos procedimientos burocráticos o invertir en los equipos e instalaciones necesarios. Además, las reglas estrictas sobre etiquetado y publicidad incluyen especificar el tipo de agave utilizado, la región de producción y el proceso de destilación. Cualquier desviación de estas reglas puede dar lugar a problemas legales, por lo que es esencial que los productores cumplan meticulosamente. Estas restricciones regulatorias pueden restringir la entrada al mercado, obstaculizar la innovación y crear costos de cumplimiento, particularmente para los pequeños productores de mezcal.
Perspectivas estratégicas
Segmentación y alcance del informe:
El mercado mundial del mezcal está segmentado según el tipo de producto, la categoría, el canal de distribución y la geografía. Según el tipo de producto, el mercado se clasifica en joven, reposado, añejo y otros. Por categoría, el mercado se bifurca en 100% agave y blend. Por canal de distribución, el mercado se categoriza en supermercados e hipermercados, tiendas especializadas, comercio minorista online y otros. Por geografía, el mercado mundial del mezcal está ampliamente segmentado en América del Norte, Europa, Asia Pacífico, Medio Oriente y África, y América del Sur y Central.
Análisis segmentario:
Según el tipo de producto, el mercado se clasifica en joven, reposado, añejo y otros. Se espera que el segmento de reposado registre la CAGR más alta durante 2022-2030. Reposado, que se traduce como "descansado" en español, representa un término medio entre la audacia juvenil del joven y la complejidad añeja del mezcal añejo. Pasa por un proceso de envejecimiento relativamente corto de dos meses a un año en barricas de roble. Este añejamiento imparte un carácter más suave al licor, suavizando algunos de los bordes más afilados del agave. Si bien conserva los sabores centrales del agave, el mezcal reposado desarrolla matices adicionales, como toques de vainilla, caramelo y madera. Su creciente demanda se debe a su capacidad para equilibrar la vitalidad no envejecida del joven y la refinada complejidad del añejo, lo que lo convierte en la opción preferida para quienes buscan una experiencia de mezcal más suave y accesible.
Análisis regional:
El mercado del mezcal está segmentado en cinco regiones clave: América del Norte, Europa, Asia Pacífico, América del Sur y Central, y Medio Oriente y África. América del Norte dominó el mercado mundial del mezcal, y el mercado regional representó 612,20 millones de dólares en 2022. Europa es el segundo mayor contribuyente, con más del 29% de participación en el mercado global. Se espera que Asia Pacífico registre una CAGR considerable de más del 7% durante 2022-2030. El mezcal está ganando popularidad entre los consumidores de países asiáticos como China, India, Japón y Australia. Este cambio de consumidor hacia el mezcal se atribuye principalmente a los crecientes problemas de salud. La creciente preferencia por bebidas alcohólicas lujosas ha aumentado la demanda de mezcal, lo que se prevé impulsará el crecimiento del mercado en APAC.
Impacto de la pandemia de COVID-19:
La pandemia de COVID-19 inicialmente obstaculizó el mercado mundial de mezcal debido a el cierre de unidades manufactureras, la escasez de mano de obra, la interrupción de las cadenas de suministro y la inestabilidad financiera. La interrupción de varias industrias debido a la desaceleración económica provocada por el brote de COVID-19 limitó la oferta de mezcal. Se cerraron varias licorerías. Sin embargo, las empresas comenzaron a ganar terreno a medida que las limitaciones impuestas anteriormente se suavizaron en varios países. Además, la introducción de las vacunas COVID-19 por parte de los gobiernos de diferentes países alivió la situación, lo que provocó un aumento de las actividades comerciales en todo el mundo. Varios mercados, incluido el mercado del mezcal, reportaron crecimiento después de la flexibilización de los bloqueos y las restricciones de movimiento.
Panorama competitivo y empresas clave:
Casa Agave Ltd, Quiquiriqui Mezcal Ltd, Davide Campari Milano NV, Gente de Mezcal SA de CV , Bacardí-Martini BV, Diageo Plc, Pernod Ricard SA, Mientras tanto Drinks Ltd, Proximo Spirits Inc y Madre Mezcal Inc se encuentran entre los actores destacados que operan en el mercado mundial del mezcal.
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
This text is related
to segments covered.
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
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to country scope.
Frequently Asked Questions
Based on category, the mezcal market is segmented into 100% agave and blend. 100% agave category represents mezcal made exclusively from agave plants, with no other sugar sources added during fermentation or distillation. It embodies the traditional and authentic spirit of mezcal production, highlighting various agave species' unique flavors and characteristics. The demand for 100% agave mezcal has been steadily increasing due to consumer's growing appreciation for pure and unadulterated spirits. Discerning drinkers seek the true essence of mezcal, valuing the rich diversity of agave flavors and the dedication of mezcaleros in preserving centuries-old production methods. This category's surge in popularity can be attributed to a desire for transparency and authenticity in the mezcal market as consumers become more educated about the significance of 100% agave labeling.
Mezcal producers are increasingly experimenting with different agave varietals, aging methods, and flavor infusions, which cater to changing consumer preferences and provide unique selling points for their brands. One example of flavor innovation is the use of different agave varieties. While espadin agave is the most commonly used for Mezcal production, some producers explore lesser-known agave types such as tobala, tepextate, and arroqueno. Each agave variety brings its distinct flavor profile to the Mezcal, from earthy and vegetal to fruity and floral notes. This diversity allows consumers to explore various flavors within the Mezcal category, catering to various palate preferences.
Another avenue of innovation involves the aging process. Mezcal aging can occur in various containers, such as oak barrels, glass, or clay pots. Producers experiment with different aging periods and container types to impart unique flavors and aromas. For instance, extended aging in oak barrels can introduce hints of vanilla and caramel, enhancing the complexity of the final product. This approach mirrors the techniques often seen in the whiskey and wine industries, offering a bridge for consumers transitioning from those spirits to Mezcal.
Based on product type, the market is categorized into joven, reposado, anejo, and others. The reposado segment is expected to register the highest CAGR during 2022–2030. Reposado, which translates to "rested" in Spanish, represents a middle ground between the youthful boldness of joven and the aged complexity of anejo mezcal. It undergoes a relatively short aging process of two months to one year in oak barrels. This aging imparts a mellower character to the spirit, smoothing out some of the agave's sharper edges. While retaining the core agave flavors, reposado mezcal develops additional nuances, such as hints of vanilla, caramel, and wood. Its surging demand is due to its ability to balance the unaged vibrancy of joven and the refined complexity of anejo, making it a preferred choice for those seeking a smoother and more approachable mezcal experience.
The major players operating in the global mezcal market are Casa Agave Ltd, Quiquiriqui Mezcal Ltd, Davide Campari Milano NV, Gente de Mezcal SA de CV, Bacardi-Martini BV, Diageo Plc, Pernod Ricard SA, Meanwhile Drinks Ltd, Proximo Spirits Inc, and Madre Mezcal Inc among others.
In 2022, North America region accounted for the largest share of the global mezcal market. The North American region comprises developed and developing economies such as the U.S. and Canada, and Mexico. Several mezcal breweries have a strong foothold in the North American region. Key market players in the North American mezcal market include E.L. Silencio Holdings, Inc., Mezcal Vago, Ilegal Mezcal, Rey Campero, and many others. These breweries are constantly working towards innovation and developing different varieties of mezcal with improved tastes and qualities to attract new consumers and widen the consumer base in the region. The export of mezcal to several countries across North America will contribute to the rise in demand for mezcal in the region. Innovative programs aimed at marketing the product across North America will increase demand for mezcal in North America.
The rising demand for luxury and premium beverages has emerged as a driving force for the Mezcal market. One significant catalyst for this trend is the increase in the disposable income of consumers. As people's earnings have grown, they are more inclined to allocate a portion of their budget to indulging in high-end spirits such as Mezcal. This has opened up opportunities for premium Mezcal brands to thrive as consumers seek distinctive, elevated drinking experiences. Additionally, the influence of millennials cannot be understated. This demographic cohort has shown a particular penchant for spending on high-end beverages, driven by a desire for quality, authenticity, and unique flavor profiles. Mezcal aligns perfectly with these preferences, offering a handcrafted and artisanal product that resonates with the millennial demographic, contributing significantly to the surge in demand. Moreover, the evolution of consumer preferences plays a pivotal role in driving the Mezcal market. Modern consumers increasingly seek unique and sophisticated spirits that go beyond the ordinary. With its intricate production process, smoky notes, and distinct flavors, Mezcal aligns well with this shift. It has become a symbol of refined taste and has gained a reputation as a premium beverage choice, attracting discerning consumers looking for a more elevated drinking experience.
The List of Companies - Mezcal Market
- Casa Agave Ltd
- Quiquiriqui Mezcal Ltd
- Davide Campari Milano NV
- Gente de Mezcal SA de CV
- Bacardi-Martini BV
- Diageo Plc
- Pernod Ricard SA
- Meanwhile Drinks Ltd
- Proximo Spirits Inc
- Madre Mezcal Inc
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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