North America Mezcal Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

North America Mezcal Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

The North American mezcal market is projected to register a CAGR of 12.45% during the forecast period (2022-2027).

With the sudden impact of COVID-19, consumers' purchasing behavior has abruptly changed, and they have become dependent on buying mezcal at retail stores and online stores. These two trends are set to continue. Covid-19 provided a massive opportunity for the online channel. Online providers have seen a significant increase in sales as consumers follow social-distancing guidelines and avoid visiting premises in person. The pandemic provided an unexpected boost in the market as consumers stockpiled the mezcal at their homes for a longer run.

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. 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. Joven held the largest revenue share in the North American mezcal market. 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.

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. 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. United States was, by far, the main country destination of Mexican mezcal exports, accounting for 65% of total exports.

Mexico possesses a high demand for Mezcal as it has been consumed traditionally, and it's also the national spirit of Mexico. Mezcal can be produced anywhere in Mexico, although it's typically produced in the Oaxaca region. 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 production of Mezcal in the country. In 2020, Mexico had 313 mezcal brands destined for the export market. Because of the increasing demand for Mezcal, manufacturers are increasing their production to satisfy consumer needs.

The North American mezcal market is competitive, with several players engaged in manufacturing mezcal. Some of the major players in the market are Pernod Ricard, Ilegal Mezcal, Rey Campero, El Silencio Holdings Inc., Lágrimas de Dolores, Mezcal Vago, Bozal Mezcal, 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.

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