The market of mezcal in the US is experiencing significant growth, with sales of premium brands reaching record highs. This growth is a direct reflection of consumers’ appreciation for authentic spirits. At the same time, it offers exciting opportunities for new entrepreneurs. 

As demand for authentic Mexican spirits grows, entrepreneurs have the chance to launch unique mezcal brands. In this article, we will explore mezcal in the US, the native methods that contribute to premium mezcal, and why now is the ideal time to create your own brand.

U.S. Mezcal Market Overview

Outside of Mexico itself, the United States is the largest consumer of mezcal, an often overlooked fact. Imports of mezcal from Oaxaca to the US are nothing short of impressive, to say the least. According to Global Market Insights, in 2022, “mezcal exports grew by approximately 40% (…), with the United States accounting for nearly 70% of total exports.”

Additionally, nearly 2.6 million liters of mezcal are exported from Oaxaca to the United States each year. This results in over 402 Oaxacan mezcal brands available in the US market.

The growing global trend around mezcal signals an appetite for unique, premium products. It also reflects a broader cultural shift toward handcrafted, authentic beverages.

Why Consumers Are Loving Mezcal in the US

Many U.S. spirits enthusiasts seek drinks with a story, and mezcal’s rich heritage delivers. The creation of spirits like tequila and mezcal is an art passed down from generation to generation. 

Traditional methods and community collaboration give each batch a character rooted in the agave fields of Oaxaca. This heritage resonates with American consumers seeking for products backed by cultural authenticity.

This, however, is just the tip of the iceberg. Americans are turning to mezcal as a favorite spirit for many other reasons, including:

• The Premiumization Trend: More Americans are willing to spend on high-quality, premium products. Data shows that a higher percentage of consumers are now spending $50 or more on a bottle of alcohol. This is a trend that benefits niche spirits like mezcal.
• A Rise in Market Presence: The US is the largest consumer of mezcal outside Mexico, driven by strong imports from Oaxaca. Its rapidly expanding market is outpacing traditional spirits like vodka and whiskey.
• The Growing At-Home Drinking Culture: With more consumers enjoying alcohol at home, there’s a growing appetite for handcrafted beverages that enhance the at-home experience.

Together, these factors play a huge role in the surge in sales we are seeing around mezcal in the US.

How to Create Your Own Mezcal Brand

The current US market conditions present a window of opportunity for new entrepreneurs. The shift toward premiumization and record-high spending on agave spirits signal that consumers are not only ready for quality but are actively seeking products that deliver genuine value. 

Although the journey to crafting a brand-new, unique mezcal brand can be complicated and long, it doesn’t HAVE to be this way. Below is a breakdown of some of the critical steps to building your own brand of mezcal in the US.

Step 1: Craft Your Brand’s Identity

Every great mezcal brand starts with a story. Think about your heritage and the craft behind your product. Your brand’s narrative should evoke the rich cultural traditions of mezcal while speaking to modern consumers who value both authenticity and quality.

Step 2: Develop Your Product

The way you make your mezcal is key. Decide whether you want to embrace the artisanal or ancestral methods and focus on sourcing genuine agave. Collaborate with experienced professionals to ensure your production methods not only yield a product of exceptional quality but also give your mezcal a signature flavor.

Step 3: Navigate Regulatory Waters

It’s essential to understand and meet the regulatory requirements in both Mexico and the U.S. Obtaining the right certifications and quality seals isn’t just about compliance; they serve as a mark of authenticity that reassures consumers of your commitment to high standards.

Step 4: Build Strong Partnerships

You cannot expect to build a thriving brand alone. Its critical for success to forge partnerships with seasoned producers, local distributors, and cultural ambassadors who can help spread your brand’s story. These collaborations not only provide valuable market insights but also build credibility and extend your reach to a broader audience.

Positioning Your Brand in a Crowded Market

Several new global mezcal brands are popping up each year. To remain competitive, it is critical to create a narrative around your brand that will stand out in a crowded market. During the development process, consider a storytelling strategy that will highlight your brand’s craftsmanship, cultural authenticity, and personal passion behind mezcal. These marketing elements connect deeply with consumers, turning potential customers into existing ones. 

You can further differentiate your brand through unmatched selling propositions such as distinctive flavor profiles, sustainable production practices, or innovative packaging. In an era where consumers are bombarded with choices, clarity in your brand’s mission and values can be the deciding factor in capturing market share.

Finally, for an even stronger competitive edge, utilize current global trends to your advantage. The rise of premiumization, increasing focus on sustainability, and the fusion of traditional spirits with modern cocktail culture provide a robust framework for positioning your brand. Emphasize these trends in your marketing campaigns to align with consumer values and expectations. 

How to Get Started with Tequila & Spirits Mexico

With Tequila and Spirits Mexico, turning your dream of owning a mezcal brand into reality has never been easier. Our private label program offers everything from custom flavor development to legal guidance and worldwide distribution. Whether you’re just starting out or looking to elevate an existing brand, Tequila and Spirits Mexico ensures that your mezcal will be a true reflection of your vision, standing out on shelves and delivering top-tier quality to your customers. 

If you are interested in learning more, please contact us to inquire about creating a private-label mezcal with Tequila and Spirits Mexico!