Jan 8, 2020
Mezcal Market Trends in Europe and North America
Mezcal is an organic, gluten-free, distilled alcoholic beverage made from the agave plant. It can be distilled from over 36 species of agave (maguey) and is majorly produced in Mexico. All mezcals are not tequila, but all the Tequilas are mezcal. Moreover, Mexico owns around 330,000 hectares of cultivating agave for mezcal, which is owned by 9,000 producers. These producers generate over 6 million liters of premium quality mezcal annually, with over 150 brand names. Globally more than 2 million mezcal is exported, generating USD 21 million in revenue. According to the World Intellectual Property Organization, national producers in Mexico possess exclusive right to charge additional incentives and can also increase trade and marketing activities of the beverages titled under Tequila and Mezcal in the European market.
Demand for Anejo Mezcal to Grow Two-Fold
The global mezcal market study is broadly segmented by type and sales channel. By type, the mezcal market is further segmented into Joven, Reposado, and Anejo. Joven accounted for the largest revenue share in 2018. Although Anejo is currently witnessing limited demand from consumers, it costs more than regular alcohol and other types of mezcal. The market is projected to experience an upsurge in the coming years on account of growing disposable income and a rising preference for premium alcohol. Manufacturers invest significant time in aging Anejo, a typical drink is aged for more than 18 months in two types of barrels. The first barrel is made from charred American oak, whereas the second is made from toasted French oak. Moreover, extended barrel aging gives additional nuttiness and caramelized orange flavor to the drink, whereas layers of baking spice and smoked butterscotch balances the stewed tropical fruit and brightness of the agave. It justifies the high price tag coming with the product.