Global Tequila and mezcal insights - market forecasts, product innovation and consumer trends

Global Tequila and mezcal insights - market forecasts, product innovation and consumer trends

Published: August 2017
Publisher: just-drinks / IWSR Insights
Product ref: 280906
Pages: 108
Format: PDF
Delivery: Immediate download

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Global success

Agave-based spirits is one of the global success stories of the spirits industry. In 2016, worldwide sales of Tequila increased by 2.6% to 30.4m nine-litre cases. 

Evolving trends: US consumers have evolved from drinking Tequila in just Margaritas or shots to approaching the category like a fine Scotch or Cognac, with high-end, aged sipping Tequilas growing in popularity.

Surging sales: Sales are surging in the US, rising 27% in 2016 to 140,000 cases. Mezcal retail value climbed to US$124m in 2016. Del Maguey, in which Pernod Ricard acquired a majority stake in 2017, and the more mainstream Vida have led the US surge.

Widespread increases: 19 out of the category’s top 20 markets are set to record growth over the coming years. Only Germany is predicted to decline, falling at a CAGR of -1.66% to 2021 and dropping from fourth to eighth in the rankings.

This edition contains latest 2016 full-year data

Note: This report edition was published prior to the latest IWSR forecast data being available. Therefore we provide the latest data along with all the report's tables in a separate Excel included with your download.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Dave Wilson, global COO and president international, Patrón: “We’re absolutely beginning to see premiumisation of Tequila outside the US, but the fact remains that, in most countries, Tequila volume is coming from the 51% agave mixto Tequilas. Unfortunately, that’s what most people know of Tequila.”

Iván Saldana, agave expert and creator of Montelobos mezcal: “Mainstream consumers are increasingly consuming mezcal because more bars are serving mezcal-based cocktails. The cocktail world is therefore moving lots of mezcal, but this does not mean the consumer recognises or learns about what he is drinking.”

This report has been jointly published between just-drinks and The IWSR

What's inside this market research report:

This all-new report aims to deliver the most vital Tequila data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the Tequila category, regions and markets.

The very latest market forecast data and brand market shares for are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future Tequila market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:


The analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of Tequila market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of the category, region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy


World view dashboard containing:

  • 2012-2016 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2017 to 2021 forecast ranking tables* for the top 20 Tequila markets and the top 20 largest growing markets, over the period.

Ranking table showing top 20 brands' (and their owners) 2012 to 2016 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

*At the time of going to press, the latest IWSR forecast data was not available. As soon as it does become available we will send it to all buyers in an Excel file.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for Tequila, '12-'16, plus 2012 and 2016 shares
  • Top companies' retail values and total country values, '12-'16, plus '12 and '16 shares
  • 2012 and 2016 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

multi-user licence

Digital Download $1500.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Trends, Tequila (in Spirits), Consumer (in Trends)

By market: Global

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