North America Mezcal Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Volume (2024) | 19.73 Million liters |
| Market Volume (2029) | 38.82 Million liters |
| CAGR (2024 - 2029) | 14.50 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
North America Mezcal Market Analysis
The North America Mezcal Market size is estimated at 19.73 Million liters in 2024, and is expected to reach 38.82 Million liters by 2029, growing at a CAGR of 14.5% during the forecast period (2024-2029).
- The demand for mezcal, a tropical agave plant-based liquor, increased significantly over the past few years and is expected to increase the demand for mezcal in the region over the forecast period. There is a rising trend amongst wealthier consumers in established spirit markets to seek out interesting and new premium products and to trade up to drinks of a niche variety with high production value. Hence, players are launching new premium products to address the rising demand in the market.
- For instance, in September 2021, Rogue One, Inc. announced today that it had relaunched its premium mezcal brand, Fervor, in select United States markets. In the recent Human Brands International, Inc. acquisition, the company acquired Fervor, a 100% premium mezcal exclusively imported in the United States by the company import division CapCity Beverages.
- Additionally, Reposado is one of the most expensive drinks, which is majorly preferred by the young generation. The beverage can be aged six months to two years in a charred American oak barrel, which gives it an exquisite flavor and tastes compared to Joven and other drinks. The oak aging process brings out a smoky richness with caramel, creme brulee, and dusty cocoa flavors, which adds more value to the product.
- However, Joven is the most preferred drink, followed by Reposado due to its similar flavor to tequila. It is cheaper than other types as it comes unaged or aged for less than two months. The product is available in various flavors, including green apple, citrus, and white pepper. Moreover, the pandemic provided a massive opportunity for the online channel. Post-pandemic, online providers are seeing a significant increase in sales as consumers owing to the convenience and fast delivery.
North America Mezcal Market Trends
This section covers the major market trends shaping the North America Mezcal market according to our research experts:
Rising Popularity of Agave-based Beverages
- America's region depicts significant potential for the agave-based beverages market compared to any other region. Agave-based beverages include Tequila, Mezcal, Raicilla, Bacanora, and Sotol. The key reason is the popularity of the mezcal drink for ages and suitable climatic conditions for the growth of agave fruit which is processed to produce mezcal. In response to the rising demand for agave-based beverages, the major players in the market are expanding their reach to reach a wider demographic.
- For instance, in September 2021, Elenita, an agave-based ready-to-drink cocktail startup, expanded its territorial reach by partnering with DSDs in response to rising demand. The California-based brand has announced the addition of Arizona to its footprint with the partnership with Hensley Beverage Company.
- Agaves or magueys are found mainly in many parts of Mexico and south to the equator, though most mezcal is made in Oaxaca. Thus, Oaxaca is the key hub for mezcal production in North America. Owing to this, Mexico has also been exporting mezcal to its neighboring countries and other parts of the world. As a result of the rising popularity of agave beverages, Mexican exports of agave spirits i.e., mezcal and tequila, have increased in recent years. According to the Distilled Spirits Council of the United States, Americans imported 26.7 million nine-liter cases of tequila and mezcal in 2021, compared with 11.9 million in 2011.
Growing Demand For Mezcal In Mexico
- Mexico possesses a high demand for mezcal as it has been consumed traditionally, and it's also the national spirit of Mexico. Mezcal is derived from agave salmiana, a native plant harvested in Central Mexico's highlands. Thus, American's growing taste in mezcal is expected to bode well for small producers across Mexico, resulting in higher export from Mexico.
- Mezcal can be produced anywhere in Mexico, although it's typically produced in the Oaxaca region (as estimated 90% right now). In the last decade or so, mezcal, especially from Oaxaca, has been exported on a large scale. The exportation has increased, and government agencies have been helping smaller-scale producers obtain the equipment and techniques needed to produce higher quantities and qualities for export. This is one of the leading causes of the rise in mezcal production in the country.
- Additionally, due to its versatility in consumption, it has gained a great deal of popularity. In addition to its ability to fill in just about anywhere tequila can, mezcal also can be incorporated into drinks that involve scotch or other whiskey-based beverages. There is also evidence that the rising popularity of mezcal in the country results from the growing number of consumers that prefer mezcal over other tequila brands due to the broad spectrum of flavor possibilities offered by mezcal.
North America Mezcal Industry Overview
The North American mezcal market is competitive, with several players manufacturing mezcal. Some of the major players in the market are Pernod Ricard, Ilegal Mezcal, Rey Campero, El Silencio Holdings Inc., William Grant & Sons Ltd, and others. The prominent players are focusing on innovation, development of different varieties of mezcal with improved tastes, along with qualities to attract new consumers and widen the consumer base in the region, new product launches, and investing in acquiring small players to gain the market share in the North American mezcal Market. The price point and style of the mezcal products sets this market apart from other alcoholic beverages. Hence, each player is working towards differentiating their product from their competitors in the best possible manner to provide value to their consumers.
North America Mezcal Market Leaders
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Pernod Ricard
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Ilegal Mezcal
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William Grant & Sons Ltd
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Rey Campero
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El Silencio Holdings Inc.
*Disclaimer: Major Players sorted in no particular order
North America Mezcal Market News
- October 2022: Pernod Ricard announced the signing of an agreement for the acquisition of a majority shareholding of Código 1530 Tequila, a range of Ultra-Premium and Prestige tequila. This new investment into the fast-growing agave category, mainly driven by the US market, complements the Group's very comprehensive portfolio across price points and occasions.
- July 2022: Contraluz is the first premium, artisanal cristalino mezcal ever released by Casa Lumbre. Green agave, citrus, and light smoke flavors are present in the mezcal, and it also has additional notes of vanilla, cedar, honey, and dried fruit. The finish is characterized as sweet and lasting, with notes of cooked agave, clove, and cacao to provide balance.
- September 2021: Mezcal brand The Producer is set for its US launch later this month with two expressions. The brand, from Oaxaca, Mexico, will be launching with its Ensamble and Tepeztate mezcals, each 40.2% ABV. The palenque, or distillery, behind the Producer Ensamble mezcal is Tlacolula de Matamoros in Oaxaca, while Producer Tepeztate mezcal hails from Santiago Matatlan and is made using agave from the coastal Sierra Sur region of Oaxaca.
North America Mezcal Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 Type
5.1.1 Mezcal Joven
5.1.2 Mezcal Reposado
5.1.3 Mezcal Anejo
5.1.4 Other Product Types
5.2 Distribution Channel
5.2.1 On-Trade Channel
5.2.2 Off-Trade Channel
5.3 Geography
5.3.1 United States
5.3.2 Canada
5.3.3 Mexico
5.3.4 Rest of North America
6. COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 Pernod Ricard
6.3.2 Ilegal Mezcal
6.3.3 Rey Campero
6.3.4 El Silencio Holdings Inc.
6.3.5 Lágrimas de Dolores
6.3.6 Mezcal Vago
6.3.7 William Grant & Sons Ltd
6.3.8 Wahaka Mezcal
6.3.9 Diageo PLC
6.3.10 Casa Lumbre Group
6.3.11 The Producer
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
North America Mezcal Industry Segmentation
Mezcal is a type of distilled alcoholic beverage prepared from cooked and fermented agave plant hearts or piñas. The North American mezcal market includes segmentation based on Type, Distribution Channel, and Geography. By Type, the market is segmented under Mezcal Joven, Mezcal Reposado, Mezcal Anejo, and other product types. Further segmentation is based on distribution channels, under On-Trade Channel and Off-Trade Channel. Lastly, the market is divided based on geography into the United States, Canada, Mexico, and the Rest of North America. For each segment, the market sizing and forecasts have been done based on value (in USD million).
| Type | |
| Mezcal Joven | |
| Mezcal Reposado | |
| Mezcal Anejo | |
| Other Product Types |
| Distribution Channel | |
| On-Trade Channel | |
| Off-Trade Channel |
| Geography | |
| United States | |
| Canada | |
| Mexico | |
| Rest of North America |
North America Mezcal Market Research FAQs
How big is the North America Mezcal Market?
The North America Mezcal Market size is expected to reach 19.73 million liters in 2024 and grow at a CAGR of 14.5% to reach 38.82 million liters by 2029.
What is the current North America Mezcal Market size?
In 2024, the North America Mezcal Market size is expected to reach 19.73 million liters.
Who are the key players in North America Mezcal Market?
Pernod Ricard, Ilegal Mezcal, William Grant & Sons Ltd, Rey Campero and El Silencio Holdings Inc. are the major companies operating in the North America Mezcal Market.
What years does this North America Mezcal Market cover, and what was the market size in 2023?
In 2023, the North America Mezcal Market size was estimated at 17.23 million liters. The report covers the North America Mezcal Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the North America Mezcal Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
What are the key consumer trends driving the growth of mezcal in North America?
The key consumer trends driving the growth of mezcal in North America are a) The growing preference for artisanal spirits b) Premiumization trend c) Interest in smoky and complex flavors
North America Mezcal Industry Report
Experiencing robust growth, the North America mezcal market is diversifying across various product types, including Mezcal Joven, Reposado, Anejo, Espadin, and Tepztate. This market includes products ranging from 100% agave to mixes, appealing to a wide segment of consumers from premium to economy categories. As North American consumers become increasingly drawn to health-conscious, artisanal drinks, mezcal's unique flavor and traditional production methods are gaining popularity. The distribution of mezcal spans restaurants, cafes, bars, and direct sales through offline and online platforms, broadening its customer reach. Market players are focusing on expanding their geographic and product presence, utilizing advanced packaging solutions to attract consumers across demographics. This shift underscores mezcal's growing role in the beverage industry as a versatile and culturally significant spirit, offered by an array of mezcal brands, enhancing its appeal in beverage markets across North America. For detailed industry insights and a market forecast, a free report from Mordor Intelligence™ is available for download.
