The market for typical Mexican drinks has experienced significant growth in recent years, capturing the attention of experts in the food and beverage industries.
From the iconic tequila to the refreshing horchata, Mexican drinks have conquered palates around the world in recent years, and this trend was driven by a growing fascination with Mexican culture and the search for authentic gastronomic experiences, which has opened a panorama promising for the beverage industry in Mexico.
Don’t stop reading: Mexico designs technical study to combat the sargassum problem and take advantage of the macroalgae
A growing export panorama
The export of typical Mexican drinks, such as tequila, mezcal and pulque, have shown a notable boom.
According to recent data from the Ministry of Economytequila exports reached a historical record in 2023, exceeding 500 million liters,
Growth factors
This growth in the market can be attributed to several factors, including:
- Quality and authenticity: The Denomination of Origin for tequila and mezcal has been fundamental to maintaining these standards, which has increased trust and preference among international consumers.
- Marketing strategies: Marketing campaigns have focused on highlighting the cultural heritage and traditions associated with these drinks, which has resonated particularly well in foreign markets.
International demand for typical Mexican drinks
The international demand for Mexican beverages has opened new opportunities for producers and exporters, according to a report from the International Organization of Vine and Wine (OIV)the global market for Alcoholic beverages reach $1.6 trillion by 2025with a compound annual growth of 3.1%.
Countries such as China and India have shown growing interest in typical Mexican drinks and entry strategies to these markets include:
- The adaptation of presentations and packaging to local preferences and participation in international food and beverage fairs.
In this sense, international consumers increasingly value sustainability and responsible practices and Mexican producers have responded to this demand by implementing sustainable agricultural practices yrreducing the carbon footprint in their production processes.
Keys to success
To capitalize on this boom in international demand, Mexican companies in the typical beverage sector must focus on:
- Strengthen brand presence: It is crucial to develop effective marketing strategies that position Mexican brands in the international market.
- Comply with international regulations: It is essential to know and comply with the health and labeling regulations of each target market.
- Adapt to local tastes: It is necessary to adapt the product offering to the preferences of consumers in each country.
- Establish strategic alliances: Collaboration with local distributors and partners can facilitate access to new markets.
- Participate in international events: Presence at fairs and specialized events is key to generating contacts and business opportunities
Examples in the industry
In this sense, a notable example of success in the export of typical Mexican drinks is the Jose Cuervo company, which has managed to position its tequila as a global brand recognized for its quality and tradition.
Another notable case is the company Grupo Peñafiel, which has diversified its product offering beyond tequila, venturing into the export of mezcal, pulque and other traditional drinks.
