NA Mezcal Market - Industry Trends and Forecast to 2029
- Published Date: 2022-12-22
- Report ID: 143014
- Pages: 225
-
Format:
Short Description
North America 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 (U.S., Canada, and Mexico) 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:
North America 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 North America 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 North America mezcal market is segmented into 100% tequila and mixed tequila
On the basis of price category, the North America mezcal market is segmented into premium, standard, and economy
On the basis of abv content, the North America mezcal market is segmented into 40% and above and less than 40%
On the basis of year, the North America mezcal market is segmented into 18-24 years, 25-44 years, 45-64 years, and 65+ years
On the basis of packaging type, the North America mezcal market is segmented into bottles, cans, and others
On the basis of size, the North America 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 North America mezcal market is segmented into plain/original and flavored
On the basis of producer type, the North America 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 North America mezcal market is segmented into distillers mezcal and handicrafted mezcal/artisanal mezcal
On the basis of end-user, the North America mezcal market is segmented into restaurants, hotels, bars, caf, catering, airlines, households, and others
On the basis of distribution channels, the North America mezcal market is segmented into offline trade and online trade
Market Players
Some of the major players operating in the North America mezcal market are:
Davide Campari-Milano N.V.
BACARDI
Craft Distillers
MADRE MEZCAL
Familia Camarena
BrownForman
Diageo
Pernod Ricard
King Campero
Tequila & Mezcal Private Brands S.A. de C.V.
Destilera Tlacolula
El Silencio Holdings, INC.
Sauza Tequila Import Company
Dos Hombres LLC.
Del Maguey
Wahaka Mezcal
BOZAL MEZCAL
Mezcal Sombra
Pensador Mezcal
Ilegal Mezcal
TABLE OF CONTENTS
1 INTRODUCTION 83
1.1 OBJECTIVES OF THE STUDY 83
1.2 MARKET DEFINITION 83
1.3 OVERVIEW OF THE NORTH AMERICA MEZCAL MARKET 83
1.4 LIMITATIONS 85
1.5 MARKETS COVERED 85
2 MARKET SEGMENTATION 90
2.1 MARKETS COVERED 90
2.2 GEOGRAPHICAL SCOPE 91
2.3 YEARS CONSIDERED FOR THE STUDY 92
2.4 CURRENCY AND PRICING 92
2.5 DBMR TRIPOD DATA VALIDATION MODEL 93
2.6 MULTIVARIATE MODELLING 96
2.7 TYPE LIFELINE CURVE 96
2.8 PRIMARY INTERVIEWS WITH KEY OPINION LEADERS 97
2.9 DBMR MARKET POSITION GRID 98
2.10 MARKET APPLICATION COVERAGE GRID 99
2.11 VENDOR SHARE ANALYSIS 100
2.12 SECONDARY SOURCES 101
2.13 ASSUMPTIONS 101
3 EXECUTIVE SUMMARY 102
4 PREMIUM INSIGHTS 105
4.1 MARKETING STRATEGY OPTED BY MICROBREWERIES 106
4.1.1 CREATING CUSTOM PACKAGING 106
4.1.2 PROVIDING BUSINESS PERSPECTIVES 106
4.1.3 SOCIAL MEDIA USE 106
4.1.4 DESIGNING CUSTOMER LOYALTY INITIATIVES 107
4.1.5 GETTING INVOLVED WITH THE COMMUNITY 107
4.2 KEY TRENDS SCENARIO 108
4.2.1 PREMIUMISATION 108
4.2.2 VALUE FOR MONEY 108
4.2.3 HEALTH AND WELL BEING 108
4.2.4 CONSUMER AWARENESS 108
4.2.5 PRODUCT INNOVATION 108
4.2.6 AVAILABILITY OF LOCAL PRODUCTS 108
4.2.7 OTHERS 109
4.3 FACTORS INFLUENCING PURCHASE DECISION 110
4.4 KEY DEMOGRAPHIC CONSUMER BASE INCLUDE: 111
4.5 PRICE ANALYSIS 112
4.6 PROMOTIONAL ACTIVITIES ADOPTED BY KEY MARKET PLAYERS 113
4.7 PRIVATE LABEL VS BRAND LABEL 114
4.8 TAXATION AND DUTY LEVIES 115
5 SUPPLY CHAIN OF NORTH AMERICA MEZCAL MARKET 117
5.1 RAW MATERIAL PROCUREMENT 117
5.2 MANUFACTURING 117
5.3 MARKETING AND DISTRIBUTION 118
5.4 END USERS 118
5.5 LOGISTIC COST SCENARIO 118
5.6 IMPORTANCE OF LOGISTIC SERVICE PROVIDER 118
6 NORTH AMERICA MEZCAL MARKET: SHOPPING BEHAVIOUR 119
6.1 RECOMMENDATIONS FROM FAMILY & FRIENDS- 119
6.2 RESEARCH 119
6.3 IMPULSIVE 119
6.4 ADVERTISEMENT: 119
6.4.1 TELEVISION ADVERTISEMENT 120
6.4.2 ONLINE ADVERTISEMENT 120
6.4.3 IN-STORE ADVERTISEMENT 120
7 NORTH AMERICA MEZCAL MARKET: REGULATIONS 121
7.1 REGULATION IN U.S 121
7.2 REGULATION IN EUROPE 122
7.3 REGULATION IN AUSTRALIA 124
8 NORTH AMERICA MEZCAL MARKET, NEW PRODUCT LAUNCH STRATEGY 125
8.1 OVERVIEW 125
8.2 NUMBER OF PRODUCT LAUNCHES 125
8.2.1 LINE EXTENSION 125
8.2.2 NEW PACKAGING 125
8.2.3 RE-LAUNCHED 125
8.2.4 NEW FORMULATION 125
8.3 DIFFERENTIAL PRODUCT OFFERING 126
8.4 MEETING CONSUMER REQUIREMENT 126
8.5 PACKAGE DESIGNING 126
8.6 PRICING ANALYSIS 126
8.7 PRODUCT POSITIONING 127
8.8 CONCLUSION 127
9 EXPORT AND IMPORT TRADE ANALYSIS 128
9.1 EXPORT ANALYSIS OF SPIRIT DRINKS 128
9.2 IMPORT ANALYSIS OF SPIRIT DRINKS 129
10 NORTH AMERICA MEZCAL MARKET, CONSUMER DISPOSABLE INCOME DYNAMICS/SPEND DYNAMICS 130
10.1 OVERVIEW 130
10.2 SOCIAL FACTORS 131
10.3 CULTURAL FACTORS 131
10.4 PSYCHOLOGICAL FACTORS 131
10.5 PERSONAL FACTORS 131
10.6 ECONOMIC FACTORS 131
10.7 PRODUCT TRAITS 131
10.8 MARKET ATTRIBUTES 131
10.9 NORTH AMERICA CONSUMERS DISPOSABLE INCOME/SPEND DYNAMICS 132
10.10 CONCLUSION 132
11 MARKET OVERVIEW 133
11.1 DRIVERS 135
11.1.1 AVAILABILITY OF A VARIETY OF FLAVORS IN MEZCAL 135
11.1.2 RISING TECHNOLOGICAL INNOVATIONS FOR SPIRIT PRODUCTION 135
11.1.3 POSITIVE OUTLOOK TOWARDS ADVANCED AND SMART PACKAGING SOLUTIONS 136
11.1.4 RISING INITIATIVE OF COMPANIES TO EXPAND THEIR BUSINESS NORTH AMERICALY 136
11.2 RESTRAINTS 137
11.2.1 HEAVY TAXATION AND DUTIES 137
11.2.2 STRINGENT RULES AND REGULATIONS 137
11.3 OPPORTUNITIES 138
11.3.1 GROWING POPULARITY OF PREMIUM AND LUXURY BEVERAGES 138
11.3.2 INCREASING CUSTOMERS FOR MEZCAL PRODUCTS 138
11.3.3 INCREASED AVAILABILITY OF MEZCAL ON E-COMMERCE PLATFORMS 139
11.4 CHALLENGES 139
11.4.1 RISING POPULARITY OF DRINKING HEALTHFUL, NON-ALCOHOLIC BEVERAGES 139
11.4.2 HIGH COST OF MEZCAL 140
12 NORTH AMERICA MEZCAL MARKET, BY PRODUCT TYPE 141
12.1 OVERVIEW 142
12.2 MEZCAL ESPADIN 146
12.2.1 BY CONCENTRATION 146
12.2.1.1 100% TEQUILA 146
12.2.1.2 MIX TEQUILA 146
12.2.2 BY ABV CONTENT 147
12.2.2.1 40% AND ABOVE 147
12.2.2.2 LESS THAN 40% 147
12.3 MEZCAL JOVEN 148
12.3.1 BY CONCENTRATION 148
12.3.1.1 100% TEQUILA 148
12.3.1.2 MIX TEQUILA 148
12.3.2 BY ABV CONTENT 149
12.3.2.1 40% AND ABOVE 149
12.3.2.2 LESS THAN 40% 149
12.3.3 BY DISTILLATION 149
12.3.3.1 COPPER 149
12.3.3.2 STEEL 149
12.4 MEZCAL REPOSADO 150
12.4.1 BY CONCENTRATION 150
12.4.1.1 100% TEQUILA 150
12.4.1.2 MIX TEQUILA 150
12.4.2 BY ABV CONTENT 151
12.4.2.1 40% AND ABOVE 151
12.4.2.2 LESS THAN 40% 151
12.4.3 BY DISTILLATION 151
12.4.3.1 COPPER 151
12.4.3.2 STEEL 151
12.5 MEZCAL ANEJO 152
12.5.1 BY CONCENTRATION 152
12.5.1.1 100% TEQUILA 152
12.5.1.2 MIX TEQUILA 152
12.5.2 BY ABV CONTENT 153
12.5.2.1 40% AND ABOVE 153
12.5.2.2 LESS THAN 40% 153
12.5.3 BY DISTILLATION 153
12.5.3.1 COPPER 153
12.5.3.2 STEEL 153
12.6 MEZCAL ENSAMBLE 154
12.6.1 BY CONCENTRATION 154
12.6.1.1 100% TEQUILA 154
12.6.1.2 MIX TEQUILA 154
12.6.2 BY ABV CONTENT 155
12.6.2.1 40% AND ABOVE 155
12.6.2.2 LESS THAN 40% 155
12.7 MEZCAL ARROQUEO 155
12.7.1 BY CONCENTRATION 156
12.7.1.1 100% TEQUILA 156
12.7.1.2 MIX TEQUILA 156
12.7.2 BY ABV CONTENT 156
12.7.2.1 40% AND ABOVE 156
12.7.2.2 LESS THAN 40% 156
12.8 MEZCAL TEPEZTATE 157
12.8.1 BY CONCENTRATION 157
12.8.1.1 100% TEQUILA 157
12.8.1.2 MIX TEQUILA 157
12.8.2 BY ABV CONTENT 158
12.8.2.1 40% AND ABOVE 158
12.8.2.2 LESS THAN 40% 158
12.9 OTHERS 158
12.9.1 BY CONCENTRATION 159
12.9.1.1 100% TEQUILA 159
12.9.1.2 MIX TEQUILA 159
12.9.2 BY ABV CONTENT 159
12.9.2.1 40% AND ABOVE 159
12.9.2.2 LESS THAN 40% 159
13 NORTH AMERICA MEZCAL MARKET, BY CONCENTRATION 160
13.1 OVERVIEW 161
13.2 100% TEQUILA 164
13.3 MIX TEQUILA 164
14 NORTH AMERICA MEZCAL MARKET, BY PRICE CATEGORY 165
14.1 OVERVIEW 166
14.2 PREMIUM 169
14.3 STANDARD 169
14.4 ECONOMY 169
15 NORTH AMERICA MEZCAL MARKET, BY ABV CONTENT 171
15.1 OVERVIEW 172
15.2 40% AND ABOVE 175
15.3 LESS THAN 40% 175
16 NORTH AMERICA MEZCAL MARKET, BY YEAR 176
16.1 OVERVIEW 177
16.2 25-44 180
16.3 45-64 180
16.4 18-24 180
16.5 65+ 181
17 NORTH AMERICA MEZCAL MARKET, BY PACKAGING TYPE 182
17.1 OVERVIEW 183
17.2 BOTTLE 186
17.3 CANS 186
17.4 OTHERS 186
18 NORTH AMERICA MEZCAL MARKET, BY SIZE 188
18.1 OVERVIEW 189
18.2 751-1000 ML 192
18.3 501-750 ML 193
18.4 251-500 ML 193
18.5 MORE THAN 1000 ML 194
19 NORTH AMERICA MEZCAL MARKET, BY FLAVOR TYPE 195
19.1 OVERVIEW 196
19.2 FLAVORED 199
19.2.1 CITRUS FRUITS 199
19.2.1.1 ORANGE 200
19.2.1.2 LEMON 200
19.2.1.3 GRAPE FRUIT 200
19.2.1.4 OTHERS 200
19.2.2 FLORALS 200
19.2.3 SMOKED 200
19.2.4 GREEN PEPPER 200
19.2.5 OTHERS 200
19.3 PLAIN/ORIGINAL 201
20 NORTH AMERICA MEZCAL MARKET, BY PRODUCER TYPE 202
20.1 OVERVIEW 203
20.2 MICROBREWERY 206
20.3 DISTILLERS 207
20.4 BREWPUB 207
20.5 REGIONAL CRAFT BREWERY 208
20.6 CONTRACT BREWING COMPANY 208
20.7 LARGE BREWERY 209
20.8 OTHERS 209
21 NORTH AMERICA MEZCAL MARKET, BY PRODUCT CATEGORY 210
21.1 OVERVIEW 211
21.2 DISTILLERS MEZCAL 214
21.3 HANDCRAFTED/ARTISANAL MEZCAL 215
22 NORTH AMERICA MEZCAL MARKET, BY END USE 216
22.1 OVERVIEW 217
22.2 HOTELS AND BARS 220
22.3 RESTAURANTS 221
22.3.1 RESTAURANTS, BY TYPE 221
22.3.1.1 CHAIN RESTAURANTS 221
22.3.1.2 INDEPENDENT RESTAURANTS 221
22.3.2 RESTAURANTS, BY SERVICE CATEGORY 222
22.3.2.1 FULL SERVICE RESTAURANTS 222
22.3.2.2 QUICK SERVICE RESTAURANTS 222
22.4 CAFE 222
22.4.1 AIRLINES 223
22.4.2 CATERING 223
22.4.3 HOUSEHOLD 224
22.4.4 OTHERS 224
23 NORTH AMERICA MEZCAL MARKET, BY DISTRIBUTION CHANNEL 225
23.1 OVERVIEW 226
23.2 OFFLINE TRADE 229
23.2.1 NON-STORE BASED RETAILERS 230
23.2.1.1 VENDING MACHINE 230
23.2.1.2 OTHERS 230
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