Dive Brief:
- Mezcal, a Mexican agave-based liquor similar to a smoky tequila, is surging in popularity among U.S. consumers, according to a report in Bloomberg.
- Global sales of mezcal hit a record $80 million in 2015, according to International Wine & Spirits Research.
- Pernod Ricard plans to launch a mezcal brand to pose stiffer competition to Diageo in this growing segment.
Dive Insight:
Mezcal is considered more artisanal and less processed than industrialized tequila, which is one reason consumers are drawn to the spirit. People are increasingly interested in what they perceive to be handcrafted products. Like craft beer versus major beer brands, mezcal trumps tequila in that area.
Mezcal's smoky flavor also entices the adventurous palates of today's consumers, who are looking for both alcoholic and nonalcoholic beverages that feature exotic flavors. Also, smoky flavors in particular have been increasingly popular in recent years, giving mezcal another boost.
Tequila, and now mezcal, have benefited from slowing vodka sales over the past few years. Craft spirits, while still only a sliver of total market share, are also growing at a swift pace, and mezcal aligns with the demand for these spirits at cocktail bars and grocery stores.