Beverages: How can mezcal win over consumers?

Why it is the topic trending:

• Rising Popularity in Bars vs. Home Consumption: Mezcal has gained significant traction in high-end bars but hasn't yet achieved the same level of popularity for at-home consumption, creating a point of discussion for producers on how to bridge this gap.

• Desire for Category Growth: Leading mezcal producers are actively strategizing on how to expand their consumer base beyond bartenders and enthusiasts to achieve broader market penetration and sales growth.

• Comparison to Tequila's Success: The article draws a parallel to Tequila's journey from a niche spirit to a mainstream favorite, highlighting the ambition for mezcal to follow a similar trajectory.

• Consumer Confusion and Education: The complexity of mezcal, with its diverse agave varieties and production methods, creates confusion for consumers, making education a key trending topic for the category.

• Insights from Industry Leaders: The article features perspectives and strategies from prominent figures in the mezcal industry, providing valuable insights into the challenges and opportunities for the spirit.

Overview:

While mezcal has become a favorite among bartenders in cosmopolitan cities worldwide, producers are now focusing on strategies to win over casual drinkers and increase its presence on home bar carts. The article explores the challenges mezcal faces in moving beyond its "niche" status, such as consumer confusion due to the variety of agave and production methods, and delves into the tactics being employed by leading producers to educate consumers, emphasize premiumization and differentiation, and build engaging brand stories around the spirit's heritage and unique qualities.

Detailed Findings:

• Bartender Favoritism vs. Consumer Awareness: Mezcal is popular in bars but lacks widespread recognition among casual drinkers.

• Complexity and Confusion: Consumers are often overwhelmed by the different types of agave, production methods (industrial, artisanal, ancestral), and the sheer number of mezcal brands available.

• Need for Education: Producers emphasize the importance of a "360-degree comprehensive education system" across digital channels, retail experiences, restaurants, and bars. Research indicates curiosity among consumers who haven't yet tried mezcal.

• Premiumization and Differentiation: With over 100 brands, standing out requires focusing on premium quality and unique brand stories.

• Authenticity and Heritage: Brands like Del Maguey focus on the historical and artisanal aspects of mezcal production, highlighting the people, process, plant, and place of origin.

• Democratization and Accessibility: Mezcal Unión aims to make mezcal more accessible through a range of expressions, catering to both novice and experienced drinkers while supporting rural communities.

• Addressing the "Smoky Tequila" Stereotype: Producers want to move beyond the perception that mezcal is just a smoky version of Tequila, highlighting its broader flavor profiles and ancient heritage.

• Alcohol Volume and Palatability: Some brands, like Perro Verde, are focusing on creating smoother, more easily drinkable mezcals with adjusted alcohol volumes to appeal to a wider palate.

• Comparing to Wine: Some producers see mezcal as behaving more like wine, with an emphasis on terroir and the unique characteristics of different agave varieties.

• Experiential Education: Brands like Ilegal Mezcal are taking consumers to Oaxaca to immerse them in the culture of mezcal production.

• Cocktail Introduction: Using mezcal in familiar cocktails like Margaritas and Palomas is seen as a good way to introduce it to new drinkers.

• Focus on How to Drink: Education should also include guidance on how to best enjoy mezcal, beyond just production details.

Key Takeaway:

For mezcal to move beyond its current niche status and gain wider appeal among casual drinkers, the industry needs to prioritize comprehensive consumer education that demystifies the category's complexity, emphasizes the unique qualities and heritage of different brands, and provides accessible ways for newcomers to experience and enjoy the spirit, including through familiar cocktails and highlighting its distinct flavor profiles beyond just smokiness.

Main Trend: Bridging the Gap: From Enthusiast to Mainstream Spirit

Description of the Trend:

Bridging the Gap: From Enthusiast to Mainstream Spirit describes the strategic efforts by spirit categories, like mezcal, that have achieved popularity within niche communities (e.g., bartenders, connoisseurs) to expand their consumer base and achieve broader mainstream appeal. This involves addressing barriers to entry for new consumers, such as lack of knowledge or perceived complexity, and developing strategies to make the spirit more accessible, understandable, and desirable to a wider audience for at-home consumption and casual drinking occasions.

What is Consumer Motivation:

Consumer motivation stems from:

• Curiosity and Exploration: Many consumers are curious about trying new and unique spirits beyond the familiar options.

• Social Status and Trend Following: As mezcal gains more mainstream recognition, consumers may be motivated to try it to stay on trend or appear knowledgeable.

• Seeking Authenticity and Craftsmanship: The artisanal and traditional production methods of mezcal can appeal to consumers looking for authentic and handcrafted products.

• Flavor Discovery: Consumers may be attracted to the complex and diverse flavor profiles that mezcal offers, beyond just smokiness.

• Elevated Drinking Experiences: Mezcal is often associated with premium and sophisticated drinking experiences.

What is Driving Trend:

The trend is driven by:

• Success in On-Premise Channels: Mezcal's popularity in bars has created a foundational awareness and desire among consumers to explore it further.

• Increased Availability and Marketing: As more brands enter the market and increase their marketing efforts, consumer exposure to mezcal grows.

• Influence of Bartenders and Mixology: Bartenders play a crucial role in introducing consumers to new spirits through innovative cocktails.

• Consumer Desire for New Experiences: The constant search for novel and interesting experiences extends to the realm of spirits.

• Education and Storytelling: Effective education and compelling brand narratives can demystify complex categories and attract new consumers.

What is Motivation Beyond the Trend:

Beyond the immediate desire to try mezcal, the motivation taps into a broader consumer desire for:

• Cultural Exploration: Mezcal is deeply rooted in Mexican culture, and trying it can be a way to connect with and learn about that heritage.

• Authenticity and Craft: In an era of mass production, consumers often value products with a strong sense of tradition and artisanal craftsmanship.

• Elevated and Sophisticated Choices: Choosing mezcal can reflect a desire for more refined and interesting drinking options.

Description of Consumers Article is Referring To:

The article refers to several consumer segments:

• Current Mezcal Drinkers (enthusiasts): Those already familiar with and appreciative of mezcal's complexities and diverse expressions.

• Spirits Drinkers Curious about Mezcal: Individuals who enjoy spirits in general and have expressed curiosity about trying mezcal but haven't yet done so (70% in the US, 50% in the UK according to the article).

• Casual Drinkers: The target audience for broader appeal – individuals who enjoy a drink occasionally but may find mezcal intimidating or confusing. They are the key to expanding beyond the "niche" tag.

• Home Bartenders: Those who enjoy making cocktails at home and might be open to incorporating mezcal into their repertoire if they have the knowledge and inspiration.

In terms of broader characteristics for the target audience of wider appeal:

• Age: Likely a broad range, but with a focus on legal drinking age adults who are open to trying new things. Millennials and Gen Z are often highlighted as adventurous in their tastes.

• Gender: No specific gender is indicated.

• Income: A broad range, as the article discusses both premiumization and democratization of access.

• Lifestyle: Likely includes individuals who enjoy socializing, are interested in food and beverage trends, and may seek out authentic or craft products.

• Category Article is Referring Shopping Preferences: Consumers who purchase spirits at liquor stores and retailers, both for making cocktails and for sipping neat. They might be influenced by recommendations, online information, and in-store experiences.

• Are they low, occasional or frequent category shoppers: Likely a mix, including occasional spirits drinkers who might be intrigued by mezcal's novelty and more frequent spirits consumers looking to expand their horizons.

• General Shopping Preferences - How They Shop: They may seek out well-known brands or be open to trying smaller, craft producers. Information and education at the point of sale (or through digital channels) are likely to be important factors in their purchasing decisions.

Conclusions:

For mezcal to achieve mainstream success, the industry must focus on demystifying the spirit for curious consumers by providing accessible education, emphasizing its unique qualities and heritage beyond just smokiness, and offering approachable ways to enjoy it, such as in familiar cocktails. Building consistent brand stories and experiences across all consumer touchpoints will be crucial in bridging the gap between its current popularity among enthusiasts and broader public appeal.

Implications for Brands:

• Invest in Consumer Education: Develop clear, concise, and engaging educational materials across various platforms (digital, in-store, events) to explain what mezcal is, its different varieties, and how to enjoy it.

• Highlight Brand Differentiation: Clearly communicate the unique story, production methods, and flavor profile of each mezcal brand to avoid consumer confusion.

• Offer Accessible Entry Points: Consider offering expressions that are specifically designed to be approachable for new mezcal drinkers, with smoother profiles and potentially lower alcohol volumes.

• Embrace Cocktails as an Introduction: Promote the use of mezcal in popular and familiar cocktails to make it less intimidating for newcomers.

• Build Authentic Brand Stories: Focus on the heritage, traditions, and the people behind the mezcal to create a deeper connection with consumers.

Implication for Society:

• Preservation of Traditional Craft: Increased demand for artisanal mezcal can support traditional production methods and the livelihoods of rural communities in Mexico.

• Cultural Appreciation: Promoting mezcal can lead to greater appreciation and understanding of Mexican culture and heritage.

• Diversification of Alcohol Consumption: The rise of mezcal offers consumers a broader range of options beyond traditional spirits like vodka, gin, and whiskey.

Implications for Consumers:

• Opportunity to Discover a New Spirit: Consumers have the chance to explore the unique and complex world of mezcal.

• Increased Knowledge and Appreciation: Educational efforts will help consumers understand and appreciate the nuances of agave spirits.

• More Diverse Drinking Options: The growing popularity of mezcal will lead to its increased availability in bars, restaurants, and retail stores.

Implication for Future:

The future of mezcal looks promising for growth beyond its current niche. With a concerted effort on education, clear brand messaging, and accessible offerings, mezcal has the potential to follow Tequila's path to becoming a more mainstream spirit enjoyed by a wider audience. The focus on authenticity and the connection to its cultural origins will likely be key drivers of its continued success.

Consumer Trend: Seeking Authentic and Craft Experiences

Detailed Description: Consumers are increasingly valuing authenticity, craftsmanship, and the story behind the products they consume, particularly in categories like food and beverages. They are drawn to brands that have a genuine heritage, use traditional methods, and offer a unique and high-quality product. The appeal of artisanal mezcal aligns perfectly with this trend.

Consumer Sub Trend: Flavor Exploration and Discovery in Beverages

Detailed Description: Consumers are becoming more adventurous with their beverage choices, actively seeking out new and interesting flavor profiles beyond traditional options. This includes experimenting with different types of spirits, craft beers, and unique non-alcoholic drinks. Mezcal's complex and diverse flavors cater to this desire for exploration.

Big Social Trend: The Rise of Conscious Consumption

Detailed Description: Consumers are increasingly mindful of the social and environmental impact of their purchasing decisions. The focus on traditional production methods and supporting rural communities in mezcal production aligns with this growing trend of conscious consumption.

Worldwide Social Trend: Global Interest in Regional Specialties: There is a growing global appreciation for regionally specific food and beverage products that reflect the unique culture and terroir of their origin. Mezcal, with its deep roots in specific regions of Mexico, benefits from this trend.

Social Drive: Desire for Connection to Origin and Craft: Consumers want to feel a connection to the origins of the products they consume and appreciate the skill and dedication of the craftspeople who create them. Mezcal's emphasis on traditional methods and the stories of the mezcaleros fulfills this desire.

Learnings for Brands to Use in 2025 (bullets, detailed description):

• Emphasize Authenticity and Heritage: Highlight the genuine story behind your brand, including its origins, production methods, and the people involved.

• Focus on Craftsmanship and Quality: Communicate the care and skill that goes into producing your spirit, emphasizing premium ingredients and traditional techniques.

• Educate Consumers on Your Product's Nuances: Provide clear and accessible information about your spirit's unique characteristics and how it differs from others in the category.

• Create Engaging Brand Experiences: Offer opportunities for consumers to learn more about your brand and its story, such as distillery tours or tasting events.

• Highlight the Human Element: Share the stories of the individuals who are involved in making your spirit, connecting with consumers on a more personal level.

Strategy Recommendations for Brands to Follow in 2025 (bullets, detail description):

• Develop Comprehensive Educational Content: Create engaging digital content (videos, articles, infographics) that demystifies your spirit category and highlights your brand's unique attributes.

• Partner with Influencers and Educators: Collaborate with knowledgeable individuals who can authentically share your brand's story and educate their audience.

• Offer Guided Tasting Experiences: Encourage consumers to explore the nuances of your spirit through guided tastings, either in person or virtually.

• Highlight Sustainable and Ethical Practices: If applicable, communicate your brand's commitment to sustainability and ethical sourcing to appeal to conscious consumers.

• Focus on Building Relationships with Retailers and On-Premise Staff: Equip them with the knowledge and resources to effectively educate consumers about your brand.

Final Sentence (key concept) describing main trend from article (which is a summary of all trends specified):

The efforts to broaden mezcal's appeal beyond bartenders reflect the overarching trend of spirit categories needing to bridge the gap from enthusiast-driven popularity to mainstream adoption through consumer education and by emphasizing authenticity and the unique characteristics that resonate with a wider audience seeking more than just a commodity.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, spirit brands aiming to broaden their appeal should focus on:

• Investing significantly in consumer education initiatives across digital platforms, in-store activations, and partnerships with bartenders and influencers to demystify their category and highlight unique selling propositions.

• Crafting and communicating authentic brand narratives that resonate with consumers' desire for genuine stories, heritage, and craftsmanship behind their beverages.

• Developing accessible and approachable product lines or expressions that cater to newcomers to the category while still satisfying the palates of existing enthusiasts.

• Creating engaging and immersive brand experiences, such as virtual distillery tours or interactive tasting guides, that allow consumers to connect with the brand and learn more about the spirit in an enjoyable way.

• Building strong relationships with retailers and on-premise accounts to ensure that staff are knowledgeable and enthusiastic about recommending and educating consumers on their products.

Final Note:

• Core Trend: Seeking Authentic and Craft Experiences: Consumers are increasingly drawn to products with genuine heritage and high-quality craftsmanship.

• Core Strategy: Prioritizing Consumer Education and Storytelling: Providing consumers with the knowledge and narratives needed to understand and appreciate the unique value proposition of a spirit category.

• Core Industry Trend: Democratization of Premium Spirits: Categories once considered niche are striving for broader accessibility and appeal to a wider range of consumers.

• Core Consumer Motivation: Curiosity and Desire for Discovery: Consumers are motivated by the opportunity to explore new flavors, categories, and the stories behind their favorite beverages.

• Final Conclusion: For mezcal, and other niche spirit categories, the key to winning over casual drinkers lies in a strategic and consistent approach to education and storytelling that demystifies the spirit's complexities and highlights its unique appeal, ultimately transforming curious individuals into loyal consumers.

Core Trend Detailed: Seeking Authentic and Craft Experiences

• Description: The core trend of Seeking Authentic and Craft Experiences reflects a growing consumer preference for products and services that are perceived as genuine, high-quality, and made with traditional methods. This trend is driven by a desire to connect with the origins and the story behind what is being consumed, valuing the artistry, skill, and dedication involved in the creation process. In the context of mezcal, this translates to consumers being drawn to its artisanal production, diverse agave varieties, and the rich cultural heritage associated with its creation.

• Key Characteristics of the Trend (summary):

  • Emphasis on Heritage and Tradition: Consumers value products with a history and a connection to traditional methods of production.

  • Appreciation for Craftsmanship: There is a growing respect for the skill and artistry involved in creating high-quality goods.

  • Desire for Transparency: Consumers want to know where their products come from and how they are made.

  • Valuing Unique and Small-Batch Products: There is an increased interest in items that are not mass-produced and offer a sense of exclusivity or individuality.

  • Focus on Storytelling: Brands that can effectively communicate their authentic story and the passion behind their products resonate strongly with consumers.

• Market and Cultural Signals Supporting the Trend (summary):

  • Growth of the Craft Beverage Movement: The success of craft beer, artisanal spirits, and specialty coffee demonstrates a broader consumer interest in high-quality, handcrafted beverages.

  • Increased Interest in Local and Small-Scale Producers: Consumers are often willing to support local artisans and smaller businesses that emphasize craft production.

  • Demand for Organic and Responsibly Sourced Products: This reflects a desire for authenticity and a connection to natural and ethical production practices.

  • Popularity of Farmers Markets and Craft Fairs: These venues provide direct access to producers and allow consumers to learn more about the origins and making of products.

  • Media Coverage of Craft Producers: Stories highlighting the skill and dedication of artisans and craftspeople often gain significant attention.

• How the Trend Is Changing Consumer Behavior (summary):

  • Seeking Out Products with a Story: Consumers are more likely to purchase products when they understand and connect with the narrative behind them.

  • Prioritizing Quality Over Quantity: There's a growing tendency to invest in fewer, higher-quality, and more authentic items.

  • Engaging with Brands on a Deeper Level: Consumers want to know more about the values and practices of the companies they support.

  • Willingness to Pay a Premium for Craftsmanship: Consumers often accept a higher price point for products that are perceived as authentic and made with care.

  • Supporting Independent and Small Businesses: There's an increasing desire to support businesses that are seen as embodying the values of authenticity and craft.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Brands need to focus on highlighting the authentic aspects of their products, whether it's heritage, traditional methods, or unique ingredients. Storytelling and transparency are key.

  • For Retailers: Retailers can curate selections that emphasize craft and authenticity, providing consumers with opportunities to discover unique and high-quality products. They can also facilitate connections between consumers and producers.

  • For Consumers: Consumers have the opportunity to discover and appreciate products made with skill and care, often supporting smaller producers and connecting with the story behind what they consume.

• Strategic Forecast: The trend of Seeking Authentic and Craft Experiences is expected to continue and deepen. Consumers are increasingly discerning and seek genuine connections with the products they choose. Brands that can convincingly demonstrate their commitment to authenticity and quality craftsmanship will resonate strongly with this growing segment. In the spirits industry, this means highlighting traditional distillation methods, the unique terroir of the agave, and the stories of the mezcaleros.

• Final Thought: The drive for mezcal to win over consumers hinges on its inherent authenticity and craftsmanship, aligning perfectly with a broader consumer trend that values genuine quality, heritage, and the unique story behind the products they choose to enjoy.

Source: https://www.thespiritsbusiness.com/2025/05/public-appeal-how-can-mezcal-win-over-consumers/