Demand and Trend Analysis of Mezcal in Western Europe

Analytical Study of Mezcal in Western Europe from 2023 to 2033

Consumption of mezcal in Western Europe is estimated to expand at a promising CAGR of 14.2% through 2033. Sales of mezcal in Western Europe are expected to reach a valuation of USD 130.4 million by 2033, up from USD 34.4 million.

Western Europe holds considerable potential for mezcal. The reason is that this exciting category shows great promise for consumers keen to explore Mexican spirits. Key players are preparing for a successful year by breaking into international territories.

Growing demand for premium beverages as drinkers are showing an inclination toward ‘drink better’ beverage choices is also enhancing sales of mezcal. Moreover, rising popularity of agave spirits among individuals in Western Europe is also supplementing sales for mezcal. To enjoy higher revenues, players are partnering with local distributors to increase their visibility among potential customers.

Attributes	Details
Industry Size of Mezcal in Western Europe in 2023	USD 34.4 million
Expected Industry Size of Mezcal in Western Europe by 2033	USD 130.4 million
Forecast CAGR between 2023 to 2033	14.2%

Top Trends Impacting the Sales of Mezcal in Western Europe

• Key players are strengthening their distribution channels to enjoy a larger share in the region. For instance, in April 2023, El Rayo, the United Kingdom tequila brand, partnered with Sainsbury’s to secure a supermarket listing.
• Leading players are also increasing their production volume of mezcal and ramping up their footprint across different geographies to meet the surging demand.
• The increasing uprising of festivals centered on alcoholic beverages allows for a responsible sample tasting of diverse agave-based spirits, accompanied by tasty food developed by street food stalls. Consequently, such festivals in town increase consumers’ familiarity with this beverage.
• The growing popularity of crafts spirits in Western Europe is lending tequila and mezcal manufacturers an upper hand. This is in line with the emerging trend of drinkers seeking ‘drink better’ options and shifting to premium brands.
• Rising cocktail-related releases on special occasions like Margarita Day suggest wide popularity that is anticipated to open gates for numerous craft brands.

Category-wise Insights

Mezcal Joven to Capture Maximum Industry Share

Leading Product Type	Mezcal Joven
Value Share % (2023)	81.3%

Latest estimates indicate that mezcal joven is expected to acquire 81.3% of the industry share in 2023. Consumers in Western Europe are displaying a strong preference for the taste of agave, which is retained in mezcal joven. The rising consumer interest in artisanal spirits and craft cocktails is also contributing to its popularity in the region. Another crucial factor contributing to category expansion is its affordability compared to other mezcal varieties like mezcal añejo and reposado, making it an accessible choice for consumers.

100% Tequila Takes Center Stage as the Ultimate Choice for Bar-goers

Leading Concentrate Segment	100% Tequila
Value Share % (2023)	56.6%

100% tequila is set to obtain a 56.6% hold over the regional industry in 2023. The rising party culture is supporting the consumption of tequila shots in Western Europe. Tequila enjoys massive popularity among the bar-going crowd, and 100% tequila, in particular, is being heavily consumed due to the rising preference for pure tequila among drinkers.

Country-wise Insights

Second Edition of Tequila and Mezcal Festival to Accelerate Sales of Mezcal in the United Kingdom

Country	United Kingdom
Forecast CAGR % (2023 to 2033)	14.5%

The United Kingdom is anticipated to register a 14.5% CAGR through 2033. The country is projected to experience higher sales of mezcal in upcoming years due to:

• The rising frequency of festivities and events that celebrate the artisanal spirits of Mexico. Reportedly, a Copita Mezcal and Tequila festival is anticipated to return to Glasgow on April 27, 2024.
• Shifting demand toward brands that exude quality and craft is expanding the appetite for mezcal due to its rich heritage, history, and craftsmanship.

Robust Party Culture in Germany to Raise Prospects for Mezcal Producers

Country	Germany
Forecast CAGR % (2023 to 2033)	12.9%

As per the latest estimates, the mezcal industry in Germany is projected to expand at a 12.9% CAGR through 2033, indicating increased acceptance of this alcoholic beverage. Top factors contributing to the rising demand for mezcal in Germany are as follows:

• People residing in Germany are attracted to the diverse flavor profile of mezcal. This, along with heightened demand for various alcoholic drinks in the country, is expected to increase the industry’s revenue over the forecast period.
• The increasing urban spaces in Germany are creating more scope for alcoholic beverages.

Growing Appreciation for Handcrafted Alcoholic Drinks to Boost Mezcal Consumption in France

Country	France
Forecast CAGR % (2023 to 2033)	13.7%

Recent research by our analysts assessed the consumption of mezcal in France to rise at a CAGR of 13.7% through 2033. Key forces shaping the mezcal industry in France are as follows:

• The rising appreciation for authentically hand-crafted beverages among discerning drinkers is anticipated to drive up the popularity of mezcal in the country.
• The growing prominence of mezcal in France, with increasing high-profile celebrity launches for certain brands, is anticipated to enhance the product’s attractiveness.

The Netherlands to Observe Relatively Higher Consumption Rate of Mezcal

Country	The Netherlands
Forecast CAGR % (2023 to 2033)	17.6%

Based on CAGR, the Netherlands is anticipated to top the chart with a 17.6% CAGR throughout the forecast period. The following factors are anticipated to shoot up the consumption of mezcal in the Netherlands:

• The growing perception of mezcal as a fun and interesting cocktail category is increasing its appeal among consumers.
• The surging appetite for premium agave spirits and new cocktail choices is arousing consumer interest in mezcal.

Springing up of Consumer Events in Italy is Increasing Mezcal’s Familiarity

Country	Italy
Forecast CAGR % (2023 to 2033)	15.5%

Italy is anticipated to register a CAGR of 15.5% through 2033. The leading factors that are pushing the sales of mezcal are:

• Increasing efforts by craft producers to educate consumers and the trade regarding the beverage.
• Surging consumer events, as well as robust growth in the ready-to-drink category, are increasing the accessibility of mezcal-based cocktails in Italy.

Winning Strategies of Key Players

Key suppliers of mezcal in Western Europe are investing in advertising and marketing to boost its uptake among consumers. Additionally, mergers and acquisitions are also top strategies to gain more share of the regional industry. Manufacturers are projected to continue experimenting with tastes and flavors to attract more customers with their innovations.

Key Developments Shaping the Mezcal Industry in Western Europe

• In June 2023, Charter Brands, the United Kingdom-based spirits distributor, expanded its portfolio of agave spirits. The brand added Tso’ok Rum and Cuentacuentos Mezcal to its portfolio. In the upcoming years, the brands are projected to grow in Europe, Asia, and Africa.
• In July 2023, Nucano, a mezcal producer, secured a distribution contract to extend its reach in Europe via Anker Amsterdam Spirits.

Key Players Providing Mezcal in Western Europe

• Del Maguey
• Charter Brands
• Mezcalito
• Mezcaleria D.F.
• Los Nahuales
• Mezcaloteca
• Others

Scope of the Report

Attribute	Details
Estimated Industry Size in 2023	USD 34.4 million
Projected Industry Size by 2033	USD 130.4 million
Anticipated CAGR between 2023 to 2033	14.2% CAGR
Historical Analysis of Demand for Mezcal in Western Europe	2018 to 2022
Demand Forecast for Mezcal in Western Europe	2023 to 2033
Report Coverage	Industry Size, Industry Trends, Analysis of Key Factors Influencing Mezcal Demand in Western Europe, Insights on Western Europe Players and their Industry Strategy in Western Europe, Ecosystem Analysis of Local and Regional Western Europe Providers
Key Companies Profiled for Mezcal in Western Europe	Del Maguey; Charter Brands; Mezcalito; Mezcaleria D.F.; Los Nahuales; Mezcaloteca; Others

Western Europe Mezcal Industry Outlook by Category

By Product Type:

• Joven
• Reposado
• Anejo

By Concentration:

• 100% Tequila
• Mixed Tequila

By Country:

• Germany
• Italy
• France
• United Kingdom
• Spain
• The Netherlands
• BENELUX
• Rest of Western Europe

Frequently Asked Questions

At What Rate Is the Mezcal Industry Growing in Western Europe?

The anticipated CAGR through 2033 is 14.2%.

How Big will the Mezcal Industry be in Western Europe?

Demand for mezcal in Western Europe is expected to surpass USD 130.4 million by 2033.

What is the Key Strategy that Providers in Western Europe Adopting?

Innovation in the taste profile of mezcal is the default tactic of industry players.

Which Type of Mezcal is Highly Preferred in Western Europe?

Mezcal joven is extensively consumed by customers in Western Europe.

Which Concentrate Takes Up a Significant Share?

100% tequila takes a considerable share of the Western Europe mezcal industry.