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Country Report

Spirits in

Spirits in Mexico

Aug 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Category maturity a challenge for whiskies

Tequila and whiskey remained Mexican consumers’ favourite spirits in 2019. Sales of these categories are mostly driven by tradition and high availability.

Casa Cuervo leads with diverse portfolio as competition strengthens

In 2019, Casa Cuervo remained the leader in the spirits category. In addition to its important presence in tequila, the company produces and distributes spirits in most of the other categories.

Taxing times for spirits

The 25% tariff on imports of whiskey from the US imposed in June 2018 was eliminated in May 2019. The tariff was part of a retaliatory measure from Mexico to the tariffs imposed on steel and aluminium imports by the US.

2020 AND BEYOND

COVID-19 impact

Retail sales of spirits are now expected to rise by just 2% in volume terms in 2020 overall, in light of the impact of COVID-19. This shows a slight revision of the 3% rise in sales forecast in Euromonitor International’s 2019 edition of alcoholic drinks.

Affected products within spirits

The idea of supporting local products is strong across markets during the pandemic, and the same can be said regarding support for local tequila production. In addition, the consumption of tequila can be either social or solitary, which is an advantage for the category given the country’s lockdown.

Recovery and opportunities

As bars and pubs reopen gradually in Mexico, the on-trade performance of spirits is predicted to restart over the remainder of 2020, although this is very unlikely to make up for the revenue lost during the stricter phases of lockdown. Retail sales, while predicted to grow overall, will be hampered by some consumers trading down to cheaper alcoholic drinks – either those outside the category such as beer, or to less expensive spirits, especially local ones.

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Spirits Market Sample Report Spirits Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Mexico market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market volume shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Spirits in Mexico?
What are the major brands in Mexico?
Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
How do premium vs standard vs economy brands compete for sales?
What are the key flavours in vodka?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Spirits in Mexico - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Category maturity a challenge for whiskies

Casa Cuervo leads with diverse portfolio as competition strengthens

Taxing times for spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 1 Benchmark Brands 2019

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2014-2019
Table 2 Sales of Spirits by Category: Total Value 2014-2019
Table 3 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 4 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 10 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 12 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 13 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 15 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 16 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 17 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 18 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 19 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Alcoholic Drinks in Mexico - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising cost of alcoholic drinks takes its toll on consumption

Price-sensitivity forces introduction of new pack sizes

Retail sales growth predicted to steer industry through COVID-19 waters, though rising prices remain a threat

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

Megatrends

Country Report

Spirits in Mexico

New Report Guarantee

Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Category maturity a challenge for whiskies

Casa Cuervo leads with diverse portfolio as competition strengthens

Taxing times for spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Spirits in Mexico - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Category maturity a challenge for whiskies

Casa Cuervo leads with diverse portfolio as competition strengthens

Taxing times for spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Alcoholic Drinks in Mexico - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising cost of alcoholic drinks takes its toll on consumption

Price-sensitivity forces introduction of new pack sizes

Retail sales growth predicted to steer industry through COVID-19 waters, though rising prices remain a threat

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

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