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Global Market Review of Tequila – Forecasts to 2014
just-drinks, Jan 2010, Pages: 68
Tequila has been displaying high volume growth across a broad spectrum of international markets over the last few years. Indeed, some 13 out of the top 15 global Tequila markets posted gains over the 2003-2008 period analysed in just-drinks'/IWSR's brand new global Tequila market review.
This positive outlook for Tequila has encouraged industry multinationals to invest in the category. Beam Global’s acquisition of the Sauza brand from Allied Domecq (via Pernod Ricard) in 2005 and Brown-Forman’s acquisition of Herradura at the beginning of 2007 were the two biggest moves.
The US and Mexico remain the key markets by far. The most successful part of the US Tequila market in value-growth terms remains the super-premium sector – albeit at a reduced rate of growth.
Did you know? Germany is the third-largest market globally and is the largest consumer of Tequila in Europe. And, Tequila is displaying explosive growth in the travel retail channel.
With over 40 data tables providing total consumption volume for all major markets and brands, plus exclusive interviews with many of the leading Tequila brand owners/managers, this brand new global market review provides an excellent overview of the historic, present and future market for the sector. This edition includes 2008 actual full-year volumes, recently updated by The IWSR.
Use this report to establish where the future growth opportunities lie in the global Tequila markets - find out what brand strategies will be most successful and which markets will grow.
Following on from Chapter 1's executive summary, the scope of the market in chapter 2 provides an overview of the global market structure and key issues affecting Tequila's likely performance over the forecast period. This chapter includes total market volume data from 2004 to 2014 for each of the 30 largest markets (plus total global volumes). Issues discussed include: premium's potential outside of the US, the industry structure, market issues (Tequila usage becoming more diverse, contraction of the on-trade, RTD innovation), and supply & demand.
Chapter 3 provides a complete review of the major global markets for Tequila. While the potential for international development is vast, the volume will remain centred in the US and Mexico for the foreseeable future. Nevertheless, there are green shoots of growth in many markets, even in the midst of recession. Russia, Greece, Canada, Japan and Brazil are all experiencing strong growth in percentage terms, albeit from small bases.
This chapter provides market volumes of the top brands and brand owners in each key market reviewed (United States, Mexico, Canada, Brazil, Colombia, Germany, Russia, France, Greece, United Kingdom, Italy, Czech Republic, Spain, Japan, Australia, South Africa, travel retail/duty free. Plus data is also provided for Austria, Chile, South Korea and Turkey).
The six major Tequila producers are profiled in chapter 4, with recent performance and brand positioning analysed for all [Cuervo, Diageo, Beam Global (Sauza), Patrón, Brown-Forman (Herradura), and Bacardi]. Quotes from interviews with the companies are provided throughout this chapter.
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