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.
Table of Contents
Chapter 1 History and product characteristics
- Mezcal exports are rising
- Tequila regulations
- Bottling controversy
Chapter 2 Size of market
Chapter 3 Industry structure
- Greater multinational involvement
Chapter 4 Premiumisation trends
Chapter 5 Diverse usage
Chapter 6 Inventory issue
- Supply restored
Chapter 7 Key markets
- Mexico
- United States
- Canada
- Germany
- Greece
- France
- Russian Federation
- United Kingdom
- Spain
- Slovak market
- Czech market
- Poland
- Asia-Pacific
- South Africa
- Travel retail
Chapter 8 Company profiles
- Cuervo (Diageo)
- Sauza (Beam Global)
- Herradura (Brown-Forman)
- International expansion
- Don Eduardo deal
- Patrón
- International expansion
- New visitor centre
- Sierra (Borco)
- Cazadores (Bacardi)
- Heaven Hill
- Campari
- Best of the rest
List of figures
- Figure 1: Global Tequila market by brand, 2006 % share of volume
- Figure 2: Mexican Tequila market by brand, 2006 % share of volume
- Figure 3: United States Tequila market by brand, 2006 % share of volume
- Figure 4: Travel retail Tequila market by brand, 2006 % share of volume
List of tables
- Table 1: Global Tequila consumption, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 2: Tequila consumption in Mexico, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 3: Tequila consumption in United States, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 4: Tequila consumption in Canada, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 5: Tequila consumption in Germany, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 6: Tequila consumption in France, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 7: Tequila consumption in Russian Federation, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 8: Tequila consumption in United Kingdom, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 9: Tequila consumption in Spain, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 10: Tequila consumption in Japan, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 11: Tequila consumption in travel retail, 2002, 2005-2013 (' 000s nine-litre cases)
- Table 12: Leading markets for Cuervo Tequila, 2006 (consumption ' 000s nine-litre cases and % share total sales)
- Table 13: Leading markets for Sauza Tequila, 2006 (consumption ' 000s nine-litre cases and % share total sales)
- Table 14: Leading markets for Herradura Tequila, 2006 (consumption ' 000s nine-litre cases and % share total sales)
- Table 15: Leading markets for El Jimador Tequila, 2006 (consumption ' 000s nine-litre cases and % share total sales)
- Table 16: Leading markets for Patron, 2006 (consumption ' 000s nine-litre cases and % share total sales)
- Table 17: Leading markets for Sierra, 2006 (consumption ' 000s nine-litre cases and % share total sales)
