Europe Mezcal Market - Industry Trends and Forecast to 2029
- Published Date: 2022-12-22
- Report ID: 143011
- Pages: 225
-
Format:
Short Description
Europe Mezcal Market, By Product Type (Mezcal Joven, Mezcal Reposado, Mezcal Anejo, Mezcal Espadin, Mezcal Tepztate, Mezcal Arroqueo, Mezcal Ensamble and Others), Concentrate (100% Tequila and Mix Tequila), Price Category (Premium, Standard and Economy), ABV Content (40% And Above, and Less than 40%), Year(18-24 Years, 25-44 Years, 45-64 Years and 65+ Years), Packaging Type (Bottle, Cans and Others), Size (251-500 ml, 501-750 ml, 751-1000 ml and more than 100 ml), Flavour Type (Plain/Original and Flavoured), Producer Type (Microbrewery, Distillers, Brewpub, Contract Brewing Company, Regional Craft Brewery, Large brewery and Others), Product Category (Distillers Mezcal and Handicrafted Mezcal/Artisanal Mezcal), End User (Restaurants, Hotels and Bars, Caf, Catering, Airlines, Household and Others), Distribution Channel (Offline Trade and Online Trade), Country(Germany, Italy, U.K., France, Spain, Netherland, Belgium, Switzerland, Turkey, Russia and Rest of Europe) Industry Trends and Forecast to 2029
Market Definition:
Mezcal is the name given to traditional distilled alcoholic beverages made in various rural areas of Mexico, from certain northern states up to south states. These alcoholic beverages are made from the cooked stems of species of the genus agave, also known as "maguey," which are fermented sugars. It is a traditional Mexican distilled beverage produced from the fermented juices of the cooked agave plant core. It is a type of distilled alcoholic beverage made from the cooked and fermented hearts, or pias, of agave plants. Beverage stabilizers are added to help maintain the consistency of a solution or mixture.
The different agave species used, which have a wide variety of terpene compounds, the ability to use agave leaves in mezcal fermentation, variations in the ripening stage of agave, cooking of agave that can be done in ground holes with burning wood and heated stones that produce furans and smoky volatiles and are retained in the agave, and some herbs or other natural materials (such as worms) can all contribute to the flavor differences between mezcal.
Market Segmentation:
Europe mezcal market is categorized into twelve notable segments based on product type, concentrate, price category, abv content, year, packaging type, size, flavor type, producer type, product category, end user, and distribution channel. In 2022, the product type segment is expected to dominate the market growth due to increasing demand for luxurious beverages. The Mezcal espadin segment is expected to dominate the market due to the increasing varieties of flavors of mezcal in the market.
On the basis of product type, the Europe mezcal market is further segmented into mezcal joven, mezcal reposado, mezcal anejo, mezcal espadin, mezcal tepztate, mezcal arroqueo, mezcal ensamble and others
On the basis of concentrate, the Europe mezcal market is segmented into 100% tequila and mixed tequila
On the basis of price category, the Europe mezcal market is segmented into premium, standard, and economy
On the basis of abv content, the Europe mezcal market is segmented into 40% and above and less than 40%
On the basis of year, the Europe mezcal market is segmented into 18-24 years, 25-44 years, 45-64 years, and 65+ years
On the basis of packaging type, the Europe mezcal market is segmented into bottles, cans, and others
On the basis of size, the Europe mezcal market is segmented into 251-500 ml, 501-750 ml, 751-1000 ml, and more than 100 ml
On the basis of flavor type, the Europe mezcal market is segmented into plain/original and flavored
On the basis of producer type, the Europe mezcal market is segmented into microbreweries, distillers, brewpubs, contract brewing companies, regional craft breweries, large breweries, and others
On the basis of product category, the Europe mezcal market is segmented into distillers mezcal and handicrafted mezcal/artisanal mezcal
On the basis of end-user, the Europe mezcal market is segmented into restaurants, hotels, bars, caf, catering, airlines, households, and others
On the basis of distribution channels, the Europe mezcal market is segmented into offline trade and online trade
Market Players
Some of the major players operating in the Europe mezcal market are:
Davide Campari-Milano N.V.
BACARDI Ltd.
BrownForman
Diageo
Pernod Ricard
WILLIAM GRANT & SONS LTD
TABLE OF CONTENTS
1 INTRODUCTION 39
1.1 OBJECTIVES OF THE STUDY 39
1.2 MARKET DEFINITION 39
1.3 OVERVIEW OF THE EUROPE MEZCAL MARKET 39
1.4 LIMITATIONS 41
1.5 MARKETS COVERED 41
2 MARKET SEGMENTATION 46
2.1 MARKETS COVERED 46
2.2 GEOGRAPHICAL SCOPE 47
2.3 YEARS CONSIDERED FOR THE STUDY 48
2.4 CURRENCY AND PRICING 48
2.5 DBMR TRIPOD DATA VALIDATION MODEL 49
2.6 MULTIVARIATE MODELLING 52
2.7 TYPE LIFELINE CURVE 52
2.8 PRIMARY INTERVIEWS WITH KEY OPINION LEADERS 53
2.9 DBMR MARKET POSITION GRID 54
2.10 MARKET APPLICATION COVERAGE GRID 55
2.11 VENDOR SHARE ANALYSIS 56
2.12 SECONDARY SOURCES 57
2.13 ASSUMPTIONS 57
3 EXECUTIVE SUMMARY 58
4 PREMIUM INSIGHTS 61
4.1 MARKETING STRATEGY OPTED BY MICROBREWERIES 62
4.1.1 CREATING CUSTOM PACKAGING 62
4.1.2 PROVIDING BUSINESS PERSPECTIVES 62
4.1.3 SOCIAL MEDIA USE 62
4.1.4 DESIGNING CUSTOMER LOYALTY INITIATIVES 63
4.1.5 GETTING INVOLVED WITH THE COMMUNITY 63
4.2 KEY TRENDS SCENARIO 64
4.2.1 PREMIUMISATION 64
4.2.2 VALUE FOR MONEY 64
4.2.3 HEALTH AND WELL BEING 64
4.2.4 CONSUMER AWARENESS 64
4.2.5 PRODUCT INNOVATION 64
4.2.6 AVAILABILITY OF LOCAL PRODUCTS 64
4.2.7 OTHERS 65
4.3 FACTORS INFLUENCING PURCHASE DECISION 66
4.4 KEY DEMOGRAPHIC CONSUMER BASE INCLUDE: 67
4.5 PRICE ANALYSIS 68
4.6 PROMOTIONAL ACTIVITIES ADOPTED BY KEY MARKET PLAYERS 69
4.7 PRIVATE LABEL VS BRAND LABEL 70
4.8 TAXATION AND DUTY LEVIES 71
5 SUPPLY CHAIN OF EUROPE MEZCAL MARKET 73
5.1 RAW MATERIAL PROCUREMENT 73
5.2 MANUFACTURING 73
5.3 MARKETING AND DISTRIBUTION 74
5.4 END USERS 74
5.5 LOGISTIC COST SCENARIO 74
5.6 IMPORTANCE OF LOGISTIC SERVICE PROVIDER 74
6 EUROPE MEZCAL MARKET: SHOPPING BEHAVIOUR 75
6.1 RECOMMENDATIONS FROM FAMILY & FRIENDS- 75
6.2 RESEARCH 75
6.3 IMPULSIVE 75
6.4 ADVERTISEMENT: 75
6.4.1 TELEVISION ADVERTISEMENT 76
6.4.2 ONLINE ADVERTISEMENT 76
6.4.3 IN-STORE ADVERTISEMENT 76
7 EUROPE MEZCAL MARKET: REGULATIONS 77
7.1 REGULATION IN U.S 77
7.2 REGULATION IN EUROPE 78
7.3 REGULATION IN AUSTRALIA 80
8 EUROPE MEZCAL MARKET, NEW PRODUCT LAUNCH STRATEGY 81
8.1 OVERVIEW 81
8.2 NUMBER OF PRODUCT LAUNCHES 81
8.2.1 LINE EXTENSION 81
8.2.2 NEW PACKAGING 81
8.2.3 RE-LAUNCHED 81
8.2.4 NEW FORMULATION 81
8.3 DIFFERENTIAL PRODUCT OFFERING 82
8.4 MEETING CONSUMER REQUIREMENT 82
8.5 PACKAGE DESIGNING 82
8.6 PRICING ANALYSIS 82
8.7 PRODUCT POSITIONING 83
8.8 CONCLUSION 83
9 EXPORT AND IMPORT TRADE ANALYSIS 84
9.1 EXPORT ANALYSIS OF SPIRIT DRINKS 84
9.2 IMPORT ANALYSIS OF SPIRIT DRINKS 85
10 EUROPE MEZCAL MARKET, CONSUMER DISPOSABLE INCOME DYNAMICS/SPEND DYNAMICS 86
10.1 OVERVIEW 86
10.2 SOCIAL FACTORS 87
10.3 CULTURAL FACTORS 87
10.4 PSYCHOLOGICAL FACTORS 87
10.5 PERSONAL FACTORS 87
10.6 ECONOMIC FACTORS 87
10.7 PRODUCT TRAITS 87
10.8 MARKET ATTRIBUTES 87
10.9 EUROPE CONSUMERS DISPOSABLE INCOME/SPEND DYNAMICS 88
10.10 CONCLUSION 88
11 MARKET OVERVIEW 89
11.1 DRIVERS 91
11.1.1 AVAILABILITY OF A VARIETY OF FLAVORS IN MEZCAL 91
11.1.2 RISING TECHNOLOGICAL INNOVATIONS FOR SPIRIT PRODUCTION 91
11.1.3 POSITIVE OUTLOOK TOWARDS ADVANCED AND SMART PACKAGING SOLUTIONS 92
11.1.4 RISING INITIATIVE OF COMPANIES TO EXPAND THEIR BUSINESS EUROPELY 92
11.2 RESTRAINTS 93
11.2.1 HEAVY TAXATION AND DUTIES 93
11.2.2 STRINGENT RULES AND REGULATIONS 93
11.3 OPPORTUNITIES 94
11.3.1 GROWING POPULARITY OF PREMIUM AND LUXURY BEVERAGES 94
11.3.2 INCREASING CUSTOMERS FOR MEZCAL PRODUCTS 94
11.3.3 INCREASED AVAILABILITY OF MEZCAL ON E-COMMERCE PLATFORMS 95
11.4 CHALLENGES 95
11.4.1 RISING POPULARITY OF DRINKING HEALTHFUL, NON-ALCOHOLIC BEVERAGES 95
11.4.2 HIGH COST OF MEZCAL 96
12 EUROPE MEZCAL MARKET, BY PRODUCT TYPE 97
12.1 OVERVIEW 98
12.2 MEZCAL ESPADIN 102
12.2.1 BY CONCENTRATION 102
12.2.1.1 100% TEQUILA 102
12.2.1.2 MIX TEQUILA 102
12.2.2 BY ABV CONTENT 103
12.2.2.1 40% AND ABOVE 103
12.2.2.2 LESS THAN 40% 103
12.3 MEZCAL JOVEN 104
12.3.1 BY CONCENTRATION 104
12.3.1.1 100% TEQUILA 104
12.3.1.2 MIX TEQUILA 104
12.3.2 BY ABV CONTENT 105
12.3.2.1 40% AND ABOVE 105
12.3.2.2 LESS THAN 40% 105
12.3.3 BY DISTILLATION 105
12.3.3.1 COPPER 105
12.3.3.2 STEEL 105
12.4 MEZCAL REPOSADO 106
12.4.1 BY CONCENTRATION 106
12.4.1.1 100% TEQUILA 106
12.4.1.2 MIX TEQUILA 106
12.4.2 BY ABV CONTENT 107
12.4.2.1 40% AND ABOVE 107
12.4.2.2 LESS THAN 40% 107
12.4.3 BY DISTILLATION 107
12.4.3.1 COPPER 107
12.4.3.2 STEEL 107
12.5 MEZCAL ANEJO 108
12.5.1 BY CONCENTRATION 108
12.5.1.1 100% TEQUILA 108
12.5.1.2 MIX TEQUILA 108
12.5.2 BY ABV CONTENT 109
12.5.2.1 40% AND ABOVE 109
12.5.2.2 LESS THAN 40% 109
12.5.3 BY DISTILLATION 109
12.5.3.1 COPPER 109
12.5.3.2 STEEL 109
12.6 MEZCAL ENSAMBLE 110
12.6.1 BY CONCENTRATION 110
12.6.1.1 100% TEQUILA 110
12.6.1.2 MIX TEQUILA 110
12.6.2 BY ABV CONTENT 111
12.6.2.1 40% AND ABOVE 111
12.6.2.2 LESS THAN 40% 111
12.7 MEZCAL ARROQUEO 111
12.7.1 BY CONCENTRATION 112
12.7.1.1 100% TEQUILA 112
12.7.1.2 MIX TEQUILA 112
12.7.2 BY ABV CONTENT 112
12.7.2.1 40% AND ABOVE 112
12.7.2.2 LESS THAN 40% 112
12.8 MEZCAL TEPEZTATE 113
12.8.1 BY CONCENTRATION 113
12.8.1.1 100% TEQUILA 113
12.8.1.2 MIX TEQUILA 113
12.8.2 BY ABV CONTENT 114
12.8.2.1 40% AND ABOVE 114
12.8.2.2 LESS THAN 40% 114
12.9 OTHERS 114
12.9.1 BY CONCENTRATION 115
12.9.1.1 100% TEQUILA 115
12.9.1.2 MIX TEQUILA 115
12.9.2 BY ABV CONTENT 115
12.9.2.1 40% AND ABOVE 115
12.9.2.2 LESS THAN 40% 115
13 EUROPE MEZCAL MARKET, BY CONCENTRATION 116
13.1 OVERVIEW 117
13.2 100% TEQUILA 120
13.3 MIX TEQUILA 120
14 EUROPE MEZCAL MARKET, BY PRICE CATEGORY 121
14.1 OVERVIEW 122
14.2 PREMIUM 125
14.3 STANDARD 125
14.4 ECONOMY 125
15 EUROPE MEZCAL MARKET, BY ABV CONTENT 127
15.1 OVERVIEW 128
15.2 40% AND ABOVE 131
15.3 LESS THAN 40% 131
16 EUROPE MEZCAL MARKET, BY YEAR 132
16.1 OVERVIEW 133
16.2 25-44 136
16.3 45-64 136
16.4 18-24 136
16.5 65+ 137
17 EUROPE MEZCAL MARKET, BY PACKAGING TYPE 138
17.1 OVERVIEW 139
17.2 BOTTLE 142
17.3 CANS 142
17.4 OTHERS 142
18 EUROPE MEZCAL MARKET, BY SIZE 144
18.1 OVERVIEW 145
18.2 751-1000 ML 148
18.3 501-750 ML 149
18.4 251-500 ML 149
18.5 MORE THAN 1000 ML 150
19 EUROPE MEZCAL MARKET, BY FLAVOR TYPE 151
19.1 OVERVIEW 152
19.2 FLAVORED 155
19.2.1 CITRUS FRUITS 155
19.2.1.1 ORANGE 156
19.2.1.2 LEMON 156
19.2.1.3 GRAPE FRUIT 156
19.2.1.4 OTHERS 156
19.2.2 FLORALS 156
19.2.3 SMOKED 156
19.2.4 GREEN PEPPER 156
19.2.5 OTHERS 156
19.3 PLAIN/ORIGINAL 157
20 EUROPE MEZCAL MARKET, BY PRODUCER TYPE 158
20.1 OVERVIEW 159
20.2 MICROBREWERY 162
20.3 DISTILLERS 163
20.4 BREWPUB 163
20.5 REGIONAL CRAFT BREWERY 164
20.6 CONTRACT BREWING COMPANY 164
20.7 LARGE BREWERY 165
20.8 OTHERS 165
21 EUROPE MEZCAL MARKET, BY PRODUCT CATEGORY 166
21.1 OVERVIEW 167
21.2 DISTILLERS MEZCAL 170
21.3 HANDCRAFTED/ARTISANAL MEZCAL 171
22 EUROPE MEZCAL MARKET, BY END USE 172
22.1 OVERVIEW 173
22.2 HOTELS AND BARS 176
22.3 RESTAURANTS 177
22.3.1 RESTAURANTS, BY TYPE 177
22.3.1.1 CHAIN RESTAURANTS 177
22.3.1.2 INDEPENDENT RESTAURANTS 177
22.3.2 RESTAURANTS, BY SERVICE CATEGORY 178
22.3.2.1 FULL SERVICE RESTAURANTS 178
22.3.2.2 QUICK SERVICE RESTAURANTS 178
22.4 CAFE 178
22.4.1 AIRLINES 179
22.4.2 CATERING 179
22.4.3 HOUSEHOLD 180
22.4.4 OTHERS 180
23 EUROPE MEZCAL MARKET, BY DISTRIBUTION CHANNEL 181
23.1 OVERVIEW 182
23.2 OFFLINE TRADE 185
23.2.1 NON-STORE BASED RETAILERS 186
23.2.1.1 VENDING MACHINE 186
23.2.1.2 OTHERS 186
23.2.2 STORE BASED RETAILER 186
23.2.2.1 HYPERMARKET/SUPERMARKET 187
23.2.2.2 CONVENIENCE STORES 187
23.2.2.3 SPECIALTY STORES 187
23.2.2.4 GROCERY STORES 187
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