Mexican residents (127 million) are finding it hard to grasp that the US now has twice the consumption of Tequila that Mexico itself has. Wait until China gets their Sombreros & Tequila on!
The tequila category has seen substantial growth, particularly in its high-end offerings. The tequila category is now known for luxury tequila offerings served in artisan cocktails, neat or on the rocks.
And remember, the Chinese can’t make Tequila. So the industry doesn’t have to worry about corporate espionage or illegal dumping like in other industries. Unless of course, they try to buy out the Beckman’s who once had a near 30% market share. Or do some major land grab in Jalisco and/or directly acquire the family distillers who might entertain offers from deeper pockets to help them deal with a potential agave shortage. Nah.
Since 2002, Tequila volumes have grown 140%, an average rate of 6.0% per year. In 2017 alone, 17.2 million 9-liter cases were sold.
How Tequila is Made.
Tequila Song, 19 Million Listens!
Another Tequila Song, 24 Million Listens.
They Even Like Tequila in China!
And a couple of our favorite rising stars, Comisario Tequila and Rock N Roll Tequila..
Learning Cuervo: Mexico Teaches China the Power of Tequila (WSJ).
Mexico has a grande dream to share more of its national treasure with China. And if it comes true, China could become the world’s largest home to hangovers.
The Mexican National Chamber of the Tequila Industry said recently in Beijing that it wants China to become the world’s largest tequila consumer in the next three to five years, China’s official Xinhua News Agency reported last week.
Sales of tequila in China this year are expected to reach $52.7 million, up 14% from a year earlier, according to market research firm Euromonitor, which said the U.S. is expected to down $5 billion worth of tequila this year.