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The Globalization of Mexican Drinking Habits - January 2005 |
| | Consumer Goods and Services | | |
Author: Reinaldo Santana
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Mexico was once a nation of beer, rum, brandy and tequila drinkers. Other alcoholic beverages were rarely seen in the country, usually in the odd hotel bar or high-end club. Call it globalization, curiosity or just a unique form of rebellion, but today’s younger drinkers have abandoned tradition to embrace new spirits, new mixes and new ways of drinking.
A decade ago, the top six brands consisted entirely of brandy brands produced by Allied Domecq and rum brands made by Bacardi. Together, these companies controlled 80% of the Mexican spirits’ market. Today, rum and brandy make up less than half of the total volume of spirits sold. Mexicans instead are experimenting with new drinks, like the paloma, a uniquely Mexican mix of tequila and grapefruit soft drink.
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