Abstract
The history of the Tequila industry has been one of boom and bust. Sales rose
during the 1940s only to collapse again in the mid-50s. Export sales rose
steadily from the 1960s onward, although domestic sales fell sharply in the
1980s due again to an economic slump, and the severe Mexican economic crisis
of the early 1980s resulted in plummeting sales.
The market was again disrupted by a critical shortage of agave beginning in
the late ' 90s, which served to hold back the category' s international
development as brand owners were forced to divert limited supplies to the core
US market, and quality perceptions were damaged as some manufacturers moved
from 100% to 51% agave products.
Today the market is in oversupply and that dynamic is in reverse. More and
more 100% agave products are coming to market. This is helping to raise
quality perceptions, and in turn demand is surging, not only in core Mexican
and US markets but across a number of countries. The outlook for the category
has rarely been better, and Casa Noble Tequila president and COO David Ravandi
commented "Tequila is entering a stage of consolidation in the world markets.
It is no longer a fad. The fact that 100% agave Tequila exports have increased
tremendously over the last two years is extremely positive for the product' s
outlook in the years to come."
For more exclusive comment on the growing Tequila sector, take a look at our
brand new title, the Global market review of Tequila - forecasts to 2013. The
report provides an overview of the market, takes a look at trends in the
sector, (such as the rise of premiumisation and experimentation with flavours
and infused spirits), and provides brand share data for the global, US,
Mexican and travel retail markets. Exclusive comment from senior executives
such as Brown-Forman senior vice-president for Herradura John Hayes, and Bevin
Gove, director, Jose Cuervo International are also included.
Main companies and their brands, such as Beam Global with Sauza and Diageo
with Cuervo are profiled, and data provided includes historic and forecasted
consumption trends in key markets from 2002 to 2013.
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