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市场调查报告书
商品编码
1725080
2032 年梅斯卡尔酒市场预测:按产品类型、龙舌兰类型、风味、浓度、价格分布、包装类型、最终用户、地区进行的全球分析Mezcal Market Forecasts to 2032 - Global Analysis By Product (Joven, Reposado and Anejo), Agave Type, Flavor, Concentration, Price Range, Packaging Type, End User and By Geography |
根据 Stratistics MRC 的数据,全球梅斯卡尔酒市场规模预计在 2025 年达到 12.6531 亿美元,到 2032 年将达到 29.4009 亿美元,预测期内的复合年增长率为 12.8%。
梅斯卡尔酒是墨西哥传统的蒸馏酒,由龙舌兰植物的“pina”(心)製成。梅斯卡尔酒可以用多种不同类型的龙舌兰製成,与仅由蓝色龙舌兰製成的龙舌兰酒相比,其口味更加丰富。在生产过程中,龙舌兰在土坑中烘烤,这赋予了它独特的烟熏味道。墨西哥文化非常重视梅斯卡尔酒,这种酒通常采用传统技术手工小批量酿造。梅斯卡尔酒酒通常纯饮,因其独特的风味和手工製作的品质而闻名于世。
精酿烈酒在世界各地越来越受欢迎
梅斯卡尔酒完美地满足了消费者对手工、小批量、正宗酒精饮料日益增长的需求。其独特的製造工艺和丰富的文化底蕴吸引了重视传统和品质的消费者。优质化趋势也增加了消费者对梅斯卡尔酒等小众烈酒的兴趣。世界各地鸡尾酒文化的成长使得鸡尾酒在酒吧和餐厅中得到更广泛的认可和使用。因此,全球对梅斯卡尔酒的需求只会增加,其影响力也正在扩展到墨西哥以外。
生产成本高
龙舌兰的传统生产技术十分耗时且耗力,需要在土坑中烘烤,然后进行小批量蒸馏。有限的供应和不断增长的需求导致原材料(尤其是成熟的龙舌兰)价格昂贵。许多小型生产商发现很难发展业务或购买先进设备。认证和监管合规要求进一步增加了成本。这些高成本最终导致零售价格上涨,限制了梅斯卡尔酒酒进入全球烈酒市场和在全球烈酒市场的竞争力。
旅游与体验式行销
前往梅斯卡尔酒产区的游客经常参加传统节庆、参观酿酒厂和品嚐活动,以加深对这种酒的了解。这些亲身体验能够培养情感纽带,促进口碑宣传和公司忠诚度。透过体验式行销,品牌还可以展示其生产过程中采用的手工方法来突出梅斯卡尔酒酒的独特个性。旅行者使用社群媒体共用他们的经历,引起了全球的关注。将旅游与体验式策略结合可以帮助将偶然的好奇心转化为长期的消费者参与和市场成长。
与龙舌兰酒和其他蒸馏酒的竞争
龙舌兰酒的全球知名度和行销实力意味着它在顾客偏好和品牌认知度方面往往超过梅斯卡尔酒。许多消费者不熟悉梅斯卡尔酒典型的烟熏味,而更喜欢龙舌兰酒的柔滑口感。此外,主要龙舌兰酒製造商的积极行销活动正在抢占梅斯卡尔酒的货架空间和消费者的兴趣。此外,预算有限的消费者可能会被伏特加和兰姆酒等大规模生产的烈酒所吸引。如此激烈的竞争阻碍了梅斯卡尔酒的扩张,尤其是在海外市场。
COVID-19的影响
新冠疫情最初扰乱了梅斯卡尔酒市场,导致封锁、供应链中断以及酒吧和餐厅关闭,销售量下降。小生产者在维持生产和分销方面面临巨大挑战。然而,随着限制的放宽和消费者行为的改变,梅斯卡尔酒的家庭消费和网路销售显着增加。人们对手工和顶级烈酒的兴趣日益浓厚,进一步推动了市场復苏,为梅斯卡尔酒在后疫情时代继续增长奠定了基础。
预计水果类市场在预测期内将占据最大份额
预计水果饮料将在预测期内占据最大的市场占有率,因为它吸引了广泛的消费者,尤其是年轻且更具实验性的饮酒者。梅斯卡尔酒的适应性因其果味而增强,使其非常适合调酒术潮流和鸡尾酒。这些口味遮罩了传统梅斯卡尔酒浓烈的烟熏味,吸引了新顾客。水果口味的创新扩大了产品范围并鼓励重复购买。水果类产品透过提升消费者体验和多样化口味来推动市场需求。
预计预测期内消费者部门的复合年增长率最高。
由于人们对工艺和手工烈酒的兴趣日益浓厚,预计个人消费领域将在预测期内实现最高增长率。随着消费者寻求独特而真实的体验,梅斯卡尔酒以其传统的生产方法和多样化的风味而具有吸引力。可支配收入的增加和优质化趋势正在推动人们探索梅斯卡尔酒等高端酒精饮料。此外,与大规模生产的烈酒相比,注重健康的消费者更喜欢其有机和天然的形象。社群媒体和影响力行销进一步增强了年轻一代的意识和好奇心,刺激了市场成长。
由于人们对独特和优质酒精饮料的兴趣日益浓厚,预计亚太地区将在预测期内占据最大的市场占有率。随着全球对梅斯卡尔酒的认识不断提高,亚洲市场,尤其是日本、韩国和中国,正在接受这种墨西哥烈酒的独特风味和文化遗产。这一趋势是由对各种酒精饮料和手工鸡尾酒日益增长的需求以及墨西哥食品日益流行的推动的。此外,梅斯卡尔酒作为高品质手工产品的声誉进一步增强了其在该地区不断发展的烈酒市场的吸引力。
预计北美地区在预测期内将呈现最高的复合年增长率。这是由于消费者对手工顶级烈酒的兴趣日益浓厚。梅斯卡尔酒以其烟熏味和传统的生产方法而闻名,在寻求独特味觉体验的千禧世代和鸡尾酒爱好者中越来越受欢迎。美国是该地区最大的市场,其驱动力包括不断扩大的分销管道、调酒术趋势以及人们对龙舌兰酒的认识不断提高。手工酿酒师和名人代言进一步提升了梅斯卡尔酒的知名度,使其成为北美酒精饮料行业一个充满活力的领域。
According to Stratistics MRC, the Global Mezcal Market is accounted for $1265.31 million in 2025 and is expected to reach $2940.09 million by 2032 growing at a CAGR of 12.8% during the forecast period. A traditional Mexican distilled alcoholic beverage, mezcal is made from the "pina," or heart, of the agave plant. Since mezcal can be prepared from a variety of agave species, it offers a greater variety of flavours than tequila, which is only made from blue agave. The agave is roasted in earthen pits during manufacture, giving it a unique smokey flavour. Mexican culture places a strong emphasis on mezcal, which is frequently made by hand in small quantities utilising traditional techniques. It is usually consumed straight and has become well-known throughout the world for its distinctive character and handcrafted quality.
Rising global popularity of craft spirits
Mezcal is a fantastic fit for the growing demand from consumers for artisanal, small-batch, and authentic alcoholic beverages. Its unique production process and rich cultural heritage appeal to those valuing tradition and quality. Premiumization trends have also led to higher consumer willingness to spend on niche spirits like Mezcal. The growth of cocktail culture worldwide has further increased its visibility and usage in bars and restaurants. As a result, global demand for Mezcal continues to rise, expanding its footprint beyond Mexico.
High production costs
Agaves are traditionally produced using time-consuming and labour-intensive techniques including roasting them in earthen pits and distilling them in small quantities. Due to limited supply and growing demand, raw materials-particularly mature agave plants-have become more expensive. Many small-scale producers find it difficult to develop their businesses or purchase sophisticated equipment. The cost is further increased by certification and regulatory compliance requirements. These high costs ultimately lead to higher retail prices, limiting mezcal's accessibility and competitiveness in the global spirits market.
Tourism and experiential marketing
Travellers to areas that produce mezcal frequently take part in traditional festivals, distillery visits, and tastings to further their understanding of the spirit. These practical encounters foster emotional bonds that encourage word-of-mouth advertising and company loyalty. Brands may also highlight the distinctiveness of mezcal by showcasing the artisanal methods used in its manufacturing through experiential marketing. Travellers use social media to share their experiences, which makes them more visible worldwide. Together, tourism and experiential strategies transform casual interest into long-term consumer engagement and market growth.
Competition from tequila and other spirits
Tequila frequently outperforms mezcal in terms of customer preference and brand awareness due to its greater global recognition and marketing. Many consumers prefer the smoother taste of tequila since they are not familiar with the characteristic smokey flavour of mezcal. Major tequila producers' aggressive marketing initiatives also take shelf space and consumer attention away from mezcal. Additionally, consumers on a tight budget may be drawn to mass-produced spirits like vodka and rum because to their lower price points, which would reduce the attraction of mezcal. This severe rivalry hinders mezcal's expansion, especially in overseas markets.
Covid-19 Impact
The COVID-19 pandemic initially disrupted the mezcal market due to lockdowns, supply chain interruptions, and the closure of bars and restaurants, leading to a decline in sales. Small-scale producers faced significant challenges in maintaining production and distribution. However, as restrictions eased and consumer behaviors shifted, there was a notable increase in at-home consumption and online sales of mezcal. The growing interest in artisanal and premium spirits further fueled the market's recovery, positioning mezcal for continued growth in the post-pandemic era.
The fruity segment is expected to be the largest during the forecast period
The fruity segment is expected to account for the largest market share during the forecast period by appealing to a broader consumer base, especially younger and experimental drinkers. Mezcal's adaptability is enhanced by fruity flavours, which make it appropriate for mixology trends and cocktails. These flavours draw in new customers by masking the potent, smokey flavour of traditional mezcal. Innovation in fruit-infused variants has expanded product offerings, encouraging repeat purchases. All things considered, the fruity segment increases market demand by improving the consumer experience and diversifying flavours.
The individual consumers segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the individual consumers segment is predicted to witness the highest growth rate, due to growing interest in craft and artisanal spirits. Consumers are increasingly seeking unique, authentic experiences, making Mezcal appealing due to its traditional production and diverse flavor profiles. Rising disposable incomes and premiumization trends have led individuals to explore higher-end alcoholic beverages like Mezcal. Health-conscious consumers are also drawn to its organic and natural image compared to mass-produced spirits. Social media and influencer marketing further amplify awareness and curiosity among younger demographics, fueling market growth.
During the forecast period, the Asia Pacific region is expected to hold the largest market share due to rising interest in unique and premium alcoholic beverages. As global awareness of Mezcal rises, Asian markets, particularly in Japan, South Korea, and China, are embracing the unique taste and cultural heritage of this Mexican spirit. The trend is fueled by a rising demand for diverse alcoholic beverages, craft cocktails, and the growing popularity of Mexican cuisine. Additionally, Mezcal's reputation as a high-quality, artisanal product further enhances its appeal in the region's evolving spirits market.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR, owing to rising consumer interest in artisanal and premium spirits. Known for its smoky flavor and traditional production methods, mezcal is gaining popularity among millennials and cocktail enthusiasts seeking unique taste experiences. The U.S. is the largest market in the region, fueled by expanding distribution channels, mixology trends, and growing awareness of agave-based spirits. Craft producers and celebrity endorsements are further elevating mezcal's profile, making it a dynamic segment within the broader alcoholic beverages industry in North America.
Key players in the market
Some of the key players profiled in the Mezcal Market include Pernod Ricard, Diageo plc, Bacardi Limited, Constellation Brands, Inc., Mezcal Amores, Rey Campero, El Silencio Holdings, Inc., William Grant & Sons Ltd., Casa Lumbre, Mezcal Vago, Sombra Mezcal, Real Minero, Pierde Almas, Mezcales de Leyenda and Los Danzantes.
In October 2024, Pernod Ricard India commenced the construction of Asia's largest malt distillery and maturation facility in Butibori, Nagpur, Maharashtra. This project, backed by a Memorandum of Understanding with the Government of Maharashtra, represents a significant investment in India's spirits industry.
In October 2024, Pernod Ricard India commenced the construction of Asia's largest malt distillery and maturation facility in Butibori, Nagpur, Maharashtra. This project, backed by a Memorandum of Understanding with the Government of Maharashtra, represents a significant investment in India's spirits industry.
In December 2023, Pernod Ricard India introduced Longitude77, its first Indian single malt whisky. Produced in Dindori, Maharashtra, this launch underscores the company's commitment to innovation and premiumization in the Indian market.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.