Alcoholic Drinks in Mexico
Euromonitor International's Alcoholic Drinks in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 167 | Publication date: Mar 2009
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- Get insight into trends in market performance
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- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks growth slows down ahead of troubled economic times
The declining Mexican economy in the first half of 2008 put a dent in the development of alcoholic drinks. The high prices of global commodities and energy sources placed a big burden on the operations of alcoholic drinks producers. In the beer sector, for example, high input prices forced an increase in retail unit prices in the summer of 2008. In spirits, the high values of foreign currencies made imports much less attractive to consumers.
Fashion and trading down shape the market
Despite fashionable imported spirits such as whisk(e)y and vodka posting good growth in 2008, there was a clear trend in which consumers traded down in terms of the alcoholic drinks they chose. Mexicans saw their incomes shrink considerably in late 2007 and the beginning of 2008. Moreover, there was a definite shift toward greater consumption of off-trade alcoholic drinks versus on-trade, as the off-trade is usually less expensive and consumers cut down on their food and beverage consumption away from home in 2008.
Companies target young adults
The largest population segment of Mexicans is now the young adult category; consequently, many producers and distributors are focusing their marketing efforts on attracting consumers from this population segment. For wine producers, young adults represent an excellent opportunity to build a wine culture characterised by the appreciation and affordability of the product. Similarly, sellers of high-end spirits such as imported whisk(e)y and vodka capitalise on the status aspirations of successful, young urbanites to promote their drinks. Women remain as an important, but not yet totally developed, consumer segment which could eventually bring higher sales. Young women are more likely to drink alcoholic drinks than their older counterparts. Companies and distributors are aware on this fact, and are developing specific marketing strategies targeted at women.
Discounting and in-store promotions boost sales
As the economy showed a downturn in 2008 with consumer expenditure falling, companies in the alcoholic drinks market undertook special promotions and price discounting to improve sales. Tastings carried out at urban chained supermarkets, hypermarkets, specialist outlets and warehouse clubs remained strong in order to promote new and established labels. Attractive gift packages of wine and spirits containing decanters, shakers and glasses were also noticeable. Moreover, three for the price of two discounting was seen in a few outlets. In the on-trade, sponsorships of parties and tastings remained strong at nightclubs and full-service restaurants.
Conservative growth anticipated in the forecast period
Volume growth of alcoholic drinks is expected to be less dynamic in the forecast period due to an economic slowdown in 2008 and 2009. High excise taxes and unit prices of imports might hinder future growth for some sectors like spirits and wine. Economy and standard products are expected to fare better than premium and super-premium offerings. Mexicans will not top consuming drinking alcoholic drinks, but might become more careful about choosing products that fit their budgets and tastes.
Table of contents
ALCOHOLIC DRINKS IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks growth slows down ahead of troubled economic times
Fashion and trading down shape the market
Companies target young adults
Discounting and in-store promotions boost sales
Conservative growth anticipated in the forecast period
KEY TRENDS AND DEVELOPMENTS
Pessimistic economic outlook hinders the performance of alcoholic drinks
Demographics shape the performance of alcoholic drinks
Traditional Mexican spirits report mixed performance
Specialist Retailers
Summary 1 Leading Specialist Retailers 2008
Acquisition of Anheuser-Busch Cos Inc puts Grupo Modelo SA de CV in a difficult position
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008 – Corona Extra
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008 – XA Domecq
Table 5 Selling Margin of a Typical Imported Wine Brand 2008 – Concha y Toro
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008 – José Cuervo Tradicional
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008 – Torres
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - MEXICO
BACARDI Y CíA SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bacardi y Cía SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Bacardi y Cía SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Bacardi y Cía SA de CV: Competitive Position 2007
CASA CUERVO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Casa Cuervo SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Casa Cuervo SA de CV: Competitive Position 2007
CASA PEDRO DOMECQ MEXICO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Casa Pedro Domecq Mexico SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Casa Pedro Domecq Mexico SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Casa Pedro Domecq Mexico SA de CV: Competitive Position 2007
CERVECERíA CUAUHTEMOC MOCTEZUMA SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Cervecería Cuauhtemoc Moctezuma SA de CV: Key Facts
Summary 13 Cervecería Cuauhtemoc Moctezuma SA de CV: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 14 Cervecería Cuauhtemoc Moctezuma SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Cervecería Cuauhtemoc Moctezuma SA de CV: Competitive Position 2007
DIAGEO MéXICO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Diageo México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 17 Diageo México SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Diageo México SA de CV: Competitive Position 2007
GRUPO MODELO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Grupo Modelo SA de CV: Key Facts
Summary 20 Grupo Modelo SA de CV: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 21 Grupo Modelo SA de CV Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Grupo Modelo SA de CV: Competitive Position 2007
BEER IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 23 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2003-2008
Table 45 Sales of Cider/Perry: Total Value 2003-2008
Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 53 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 55 Brand Shares of Cider/Perry 2004-2007
Table 56 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 57 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 70 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2003-2008
Table 76 Sales of Wine by Subsector: Total Value 2003-2008
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 78 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 79 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 83 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 84 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 88 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still Red Wine by Quality Classification 2003-2008
Table 91 Sales of Still White Wine by Quality Classification 2003-2008
Table 92 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 93 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 94 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 95 Wine Exports by Country of Destination: Total Value 2002-2007
Table 96 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 97 Wine Imports by Country of Origin: Total Value 2002-2007
Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 100 Brand Shares of Still Light Grape Wine 2004-2007
Table 101 Company Shares of Champagne by National Brand Owner 2004-2007
Table 102 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 103 Brand Shares of Champagne 2004-2007
Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 106 Brand Shares of Other Sparkling Wine 2004-2007
Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 109 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 111 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky – Price band methodology
Published data comparisons
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 115 Sales of Spirits by Subsector: Total Value 2003-2008
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 123 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 124 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 126 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 127 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 128 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 129 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 130 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 131 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 133 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 134 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 135 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 136 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 137 Liqueurs Production: Total Volume 2002-2007
Table 138 Company Shares of Spirits by National Brand Owner 2003-2007
Table 139 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 140 Brand Shares of Spirits 2004-2007
Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 142 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013