Cecilia Ruiz, Madrid Office, Bord Bia – Irish Food Board
Mexico is a fascinating country with many contrasting characteristics. It is home to some 123m inhabitants with a young, urban population with 78% of people living in cities. There are large gaps between social classes with 10% of the population pertaining to the wealthier upper class and 52% of people living below the poverty line.
Mexico has demonstrated stable economic growth in recent years, with exports and tourism being the main economic drivers, however, low oil prices, the devaluation of the Mexican peso against the US dollar, corruption, crime rates, Donald Trump’s election and the local elections in Mexico (taking place 1st July 2018) are currently having an impact in the economy.
According to the IWSR, total whiskey consumption in Mexico in 2017 reached 5,098m 9L cases compared to 3,283m in 2012. Volumes are growing and premiumisation continues: Mexicans -including young people and a greater number of women– are consuming more and better quality whiskey. It is quite normal in Mexico to mix whiskey with soft drinks and to use it when making cocktails (more appealing to women). Whiskey is now the third most consumed spirit in the country after tequila and rum.
Blended Scotch dominates the market by a good stretch and continues to grow strongly, mainly driven by Diageo’s brands (Johnnie Walker Black, Buchanan’s and Black & White) and Pernod Ricard. Bourbon whiskey follows Scotch by a good distance, while Irish whiskey enjoys a 0.5 % market share. In 2016, total Irish whiskey exports to Mexico reached a €262,708 euros (CSO). Data from the IWSR shows Irish whiskey grew 20.5% between 2012 and 2016, more than all other whiskey categories.
It’s worth noting that Casa Cuervo has started to invest heavily in Bushmills. This is reflected in the 103.4% growth in Irish whiskey from 2015 and 2016 which was primarily due to Bushmill’s Black Bush Whiskey.
For further information please contact celilia.ruiz@bordbia.ie