The global mezcal market is estimated to be worth USD 635 million by 2024 and is projected to reach a value of USD 2,357.7 million by 2034, reflecting a CAGR of 14.0% over the assessment period 2024 to 2034.
The mezcal sector has shown exceptional performance thanks to some of its commendable features. The production technique of mezcal is such that it is traditional and employs a lot of manual processes, making it attractive to those who need something authentic or with some heritage.
This uniqueness present within the mezcal makes it preferred over the other spirits. Similarly, the prevailing trends regarding the premiumization of the general alcohol sector have made consumers seek out new and high-quality options and mezcal provides just that preference. Rich flavors, including smoky and earthy varieties, create a beverage journey that appeals to daring drinkers.
| Attributes | Description |
|---|---|
| Estimated Global Mezcal Industry Size (2024E) | USD 635.0 million |
| Projected Global Mezcal Industry Value (2034F) | USD 2,357.7 million |
| Value-based CAGR (2024 to 2034) | 14.0% |
In addition, the concepts of mezcal foods prepared with local organic ingredients or using local organic practices also appeal to environment-loving consumers. The popularity of cocktail culture has been one category that has contributed to the increasing interest in such spirits l since bartenders have been playing with mezcal for drinks.
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The below table presents a comparative assessment of the variation in CAGR over six months for the base year (2023) and current year (2024) for the global mezcal market. This analysis reveals crucial shifts in performance and indicates revenue realization patterns, thus providing stakeholders with a better vision of the growth trajectory over the year.
The first half of the year, or H1, spans from January to June. The second half, H2, includes the months from July to December.
| Particular | Value CAGR |
|---|---|
| H1 | 12.9% (2023 to 2033) |
| H2 | 13.2% (2023 to 2033) |
| H1 | 13.7% (2024 to 2034) |
| H2 | 14.0% (2024 to 2034) |
In the first half (H1) of the decade from 2024 to 2034, the business is predicted to surge at a CAGR of 12.9%, followed by a higher growth rate of 13.2% in the second half (H2) of the same decade. Moving into the subsequent period, from H1 2024 to H2 2034, the CAGR is projected to increase to 13.7% in the first half and remain considerably high at 14.0% in the second half.
In the first half (H1) the sector witnessed an increase of 45 BPS while in the second half (H2), the business witnessed a decrease of 30 BPS.
Storytelling Revolutionising the Consumer Perspective
In the current scenario, brand storytelling is a very effective strategy as it enables businesses to connect with customers emotionally by relating the history and culture of their products. For example, Del Maguey talks about the Oaxacan culture that it is based on and stresses the processes and the craftsmanship of every bottle produced.
Such a story not only informs the customers but also nurtures authenticity and heritage. Similarly, concerts of Mezcal Amores are dedicated to the history of this drink from the agave field to the glass bottle, emphasizing the work and love that goes into it.
These enable them to spin a favorable story for their products as they engage with their environmentally friendly consumers. More than simple advertising, these stories strive to make a higher reverence for the drinkable product thus shifting dynamics from a drink to a cultural aspect. This policy assists all brands making it available not only in such competitive conditions but also in retaining competence level.
Limited Editions and Special Releases Appealing to the Customers
To create mass excitement and a high sense of exclusivity, more and more mezcal brands are introducing limited-edition and special-release products. This method can be very effective with collectors who are searching for something special and limited.
For example, occasionally, Del Maguey chooses to introduce diminishing editions of bottles that highlight some rare agave or a special form of production which attracts the much attention of the fuels. At the same time, a specialized release of Mezcal Unión has been produced in honor of national holidays and collaborations with famous photographers.
Such limited editions are usually accompanied by original packing and narrations that help explain the reasons for the limitation. By including the possibility to buy such products brands not only induce and satisfy demand but also stress their dedication to excellence. This way they realize the positioning strategy in a competitive environment, gain a loyal audience, and increase brand value.
Educating the Consumer Through Experimental Marketing
Experiential marketing is a prominent strategy in the industry, considering that companies fan consumer engagement with all the various experiences offered. For example, Mezcal Amores runs tours around the distillery where its visitors are allowed to take part in the process of making mezcals right from the harvesting of the agave to the distillation process.
Such tours are often accompanied by tastings, where potential customers get to taste the products and are offered several different types of spirits and given a lesson about their uniqueness. Likewise, Montelobos Mezcal organizes special tasting events with reasonably intense promotional activities and educates the senses in several cities.
Such events are usually with master distillers, who teach people how to appreciate the craftsmanship and culture of such spirits, and people leave with an appreciation and love for the drink. It is in these experiences that most of the brands tend to teach their consumers and assure them of the experience of some of their products.
This strategy ensures that they stand out from others in overcrowded areas, engender brand allegiance, and re-direct indifferent sippers to die-hard drinkers and heavy endorsers for the beverage.
Innovative Packaging and Smooth Variants are Boosting the Sales
It is vital for brands to continuously innovate their product offerings to remain relevant in the ever-competitive beverage industry. For instance, Ilegal Mezcal has launched some variants including Ilegal Mezcal Joven which features a rich and smooth yet mildly smoky taste that caters to older people and those who have just started drinking mezcal.
Likewise, Ün Moo Andrew who has created a brand of mezcal Verde Momento has done creative things using experimental infusors, like adding cold botanicals or changing barrel types. This not only fascinates boomers but also rejuvenates the brand. Thus, if mezcal companies keep on finding ways of evolving, the consumers will remain focused on the products leading to the capturing of several new segments.
Principal Consultant
Global sales increased at a CAGR of 13.2% from 2019 to 2023. For the next ten years (2024 to 2034), projections are that expenditure on such products will rise at 14.0% CAGR.
From 2019 to 2023, sales witnessed an ever-increasing leap. This increase can be explained by several causes. The global movement towards the natural and craft spirits had a huge impact on this process. With time, people began to look for extraordinary things and more so experiences, such spirits, which are not only culturally rich but also offer broad tastes, were able to fulfill this need.
However, the boom in cocktail culture, along with the rise in popularity of mezcals-based cocktails in bars and restaurants around the world, also enhanced the overall sales. There was also a completed merchandising campaign to promote such spirits as a product through the banner of its crafting methods and differences with tequila.
As for the future 2024 to 2034, there are also expectations for the increase of sales although at a slower pace as it can be assumed that the industry will be saturated. The demand for ecologically friendly products that would likely increase with improvements in production techniques and sustainable strategies will stimulate growth.
Expansion of these brands in other international territories shall lead to growth as well. Brands like Montelobos and Ilegal Mezcal are increasing their reach in Europe and Asia by increasing awareness of mezcal globally through mixed classification.
Due to competition among manufacturers, they are becoming more and more committed to the introduction of new advanced and safe production technologies. For example, Del Maguey and Mezcal Amores brands are already adopting green practices which will help in reaching the industry of green consumers.
The producers are themselves turning their eyes to the efficiently growing international sectors. Further, the work of leading mixologists will help to position such spirits in cocktails too. People come to brands like Los Danzantes for such spirits and for the bartenders’ interactions that create original mezcal cocktails with a new range appropriate for the more discerning consumer.
In the marketplace, multinationals (MNCs) are critical given their influence, marketing strategies, and distribution capabilities. Companies like Pernod Ricard, which owns the popular Del Maguey brand, and Diageo, which acquired Casamigos Mezcal, are prime examples.
These MNCs have a global reach, and market orientation, and maximize sales and brand visibility. Their strategic plans usually entail heavy investments in advertisement and promotion and working with global stars and influencers in a bid to present such spirits as an aspirational spirit beverage in the world.
On the other hand, regional producers emphasize authenticity, culture, and local history and therefore serve several niche segments that are willing to pay for quality craftsmanship. This is illustrated, for example, by Real Minero and Mezcal Vago.
They produce their liquor in small quantities using traditional techniques and organic methods, growing and processing agave in certain locations to achieve certain tastes. Their selling focus is not only on heavy consumers but quality-seeking collectors as well. Regional producers use limited marketing techniques, mostly word of mouth and direct sales to build a loyal customer base.
MNCs exploit economies of scale and access to expansive segments, while local producers take advantage of their originality and handmade value. MNCs such as Pernod Ricard or Diageo can spend a lot of money on advertising and making their products accessible in the world’s biggest industries.
On the contrary, regional producers such as Real Minero or Mezcal Vago concentrate on quality control and traditional heritage, which is appealing to more people who defend real, made-out-of-hand products.
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The following table shows the estimated growth rates of the top three territories. China and India are set to exhibit high consumption, recording CAGRs of 10.2% and 11.8%, respectively, through 2034.
| Countries | CAGR 2024 to 2034 |
|---|---|
| USA | 5.2% |
| Brazil | 7.3% |
| Japan | 8.5% |
| India | 11.8% |
| China | 10.2% |
Sales growth in the USA also owes its growth to the growing craft cocktail culture and the drive for alternative spirits by consumers. The average American consumer is more experimental with what they drink and is willing to pay for unique flavors and catchy, more artisanal products.
Also, celebrities and their partnerships with well-known bartenders have helped bring greater attention to such spirits in the USA. Moreover, such activities, including the tasting, or an mk-bottle, picketed the consumer's imagination. Also, there has been a huge growth in preference towards brands that follow sustainable and responsible marketing strategies and practices.
Mezcal stands out because it possesses unique flavor aspects that Brazilian customers admire. With the popularity of craft bars and mixology in the likes of Sao Paulo and Rio de Janeiro, mezcal has received broader recognition, especially with bartenders coming up with creative cocktails that bring out the drink’s smoky nature.
At the same time, the effect of Brazilian cuisine, which is characterized using rich, diverse flavors, makes it suitable to be served with heavyweight meals, where it has become very common in Brazilian restaurants. Changes in consumer demand patterns towards experiences such as dining and drinking have also aided the growth of the industry of spirits.
In addition, the combination of Brazilian and Mexican brands in the Brazilian industry has also contributed to an increase in sales in Brazil.
The drive to grow sales in China is also fuelled by an interest in foreign alcohol. It appears that a new generation of Chinese consumers is searching hard for distinctive premium spirits such as mezcal. The introduction of mezcal has been aided by the Western cocktail culture trends in Shanghai and Beijing.
Further, with the opening of international foods, restaurants, and lounges have also come up that have created the supply for varied spirits including mezcal. They also include the shift towards the development of high-end, exclusive products in demand. Moreover, the sales of mezcal in the industry, in turn, have grown due to the successful promotion and marketing of such products, quickly gaining popularity in China.
| Segment | Mezcal Jovan (By Product Type) |
|---|---|
| Value Share (2024) | 79.8% |
Mezcal Joven's segment, which is unaged and does not mask the taste of pure Agave, on the other hand, is improving rapidly thanks to several reasons. In addition, the rise in popularity of true and clean spirits has created a market for Mezcal Joven, which allows for the representation of the raw agave plant without any maturation influences.
Furthermore, the mixability of Mezcal Joven has also thrilled most bartenders and mixologists due to how well it works with many ingredients yet remains true to its flavor. Moreover, with the growth of home bartending, consumers have started looking for more approachable and handy spirits like Mezcal Joven, to top their home bars.
Finally, the educational campaigns by the producers and the industry have created an understanding of the distinct characteristics of Mezcal Joven thus broadening the reach of Mezcal Joven to new and even veteran esperando fans.
| Segment | Espadin (By Source) |
|---|---|
| Value Share (2024) | 82.4% |
Unlike other plants in this family of Succulents, espadin agave is a very quick plant to mature, as it matures in only 6-8 years, therefore making it more profitable to the producers, securing supply. This relatively regular supply bolsters production and sustenance in the market.
In addition, the favorable trait of Espadin spirit in that its taste is halfway appealing to novice and seasoned spirits drinkers has increased the product adoption chances among many consumers. Furthermore, the price point of the average Espadín spirit stands as a reason for the increased market penetration, sales as well and volume, lower than that of the rarer agave types.
MNCs like Pernod Ricard and Diageo dominate the markets, employing their marketing expenditures and wide market reach. These companies further raise efficiency through the acquisition of well-known spirit brands. Examples include how Diageo has benefited from the purchase of Casamigos Mezcal to dominate that top segment of the market.
Whereas regional players retain a more efficiency-seeking philosophy. Real Minero and Mezcal Vago are brands that practice ordinary business but employ the use of ordinary production techniques and environmental stewardship. They typically sell straight to clients and other clients on different occasions sell at local gatherings that assist in cultivating customer retention.
Manufacturers are focusing on the factors to promote their sales; hence they use advertising in educational campaigns, heavily. It is also effective to work with mixologists and chefs to promote the use of spirits in restaurants and cocktail bars.
For instance
As per product type, the industry has been categorized into Potato, Corn, Rice, Tapioca, Mixed Grains, and Others.
As per the source, the industry has been categorized into Tobala, Tobaziche, Tepeztate, Arroqueno, Espadin, and Others.
This segment is further categorized into 100% Agave and Blends.
This segment is further categorized into HORECA, Specialty Stores, Modern Trade, Online Retailers, and Other Channels.
Industry analysis has been carried out in key countries of North America, Latin America, Europe, East Asia, South Asia, Oceania, and the Middle East & Africa.
The global industry is estimated at a value of USD 635.0 million in 2024.
Sales increased at 14.0% CAGR between 2019 and 2023.
Some of the leaders in this industry include Gracias a Dios Mezcal, Familia Camarena Tequila, Don Julio, S.A.de, Sauza Tequila Import Company, Del Maguey, Pierde Almas Mezcal, Sombra Mezcal, Montelobos Mezcal, and many others.
The North American territory is projected to hold a revenue share of 38.9% over the forecast period.
The industry is projected to grow at a forecast CAGR of 13.2% from 2024 to 2034.
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