Spirits in Mexico to 2014

Introduction

This databook provides key data and information on the spirits market in Mexico. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on Seven categories; whisk(e)y, gin & genever, liqueurs, vodka, tequila & mezcal, rum, and brandy

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data

*Category level company and brand share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the spirits market, including company overview, key facts and business description

Highlights

The market for spirits in Mexico increased at a compound annual growth rate of 3.7% between 2004 and 2009.

The tequila & mezcal category led the spirits market in Mexico, accounting for a share of 47%.

Leading players in Mexican spirits market include Pernod Ricard, Bacardi Limited and Diageo plc.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the spirits market in Mexico

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spirits 2
Summary category level: brandy 3
Summary category level: liqueurs 4
Summary category level: rum 5
Summary category level: gin & genever 6
Summary category level: whisk(e)y 7
Summary category level: tequila & mezcal 8
Summary category level: vodka 9
Chapter 2 Introduction 10
What is this report about? 10
How to use this report 10
Market definition 11
Chapter 3 Market Overview 27
Value analysis (Mexican Peso), 2004?09 27
Value analysis (Mexican Peso), 2009?14 28
Value analysis (US dollars), 2004?09 30
Value analysis (US dollars), 2009?14 31
Volume analysis, 2004?09 33
Volume analysis, 2009?14 34
Company and brand share analysis 36
Distribution analysis 45
Expenditure and consumption per capita 47
Chapter 4 Leading Company Profiles 53
Pernod Ricard 53
Bacardi Limited 55
Chapter 5 Category Analysis: Brandy 56
Value analysis (Mexican Peso), 2004?09 56
Value analysis (Mexican Peso), 2009?14 57
Value analysis (US dollars), 2004?09 59
Value analysis (US dollars), 2009?14 60
Volume analysis, 2004?09 61
Volume analysis, 2009?14 62
Company and brand share analysis 64
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 6 Category Analysis: Liqueurs 73
Value analysis (Mexican Peso), 2004?09 73
Value analysis (Mexican Peso), 2009?14 74
Value analysis (US dollars), 2004?09 76
Value analysis (US dollars), 2009?14 76
Volume analysis, 2004?09 78
Volume analysis, 2009?14 79
Company and brand share analysis 81
Distribution analysis 85
Expenditure and consumption per capita 87
Chapter 7 Category Analysis: Rum 90
Value analysis (Mexican Peso), 2004?09 90
Value analysis (Mexican Peso), 2009?14 91
Value analysis (US dollars), 2004?09 93
Value analysis (US dollars), 2009?14 93
Volume analysis, 2004?09 95
Volume analysis, 2009?14 96
Company and brand share analysis 98
Distribution analysis 101
Expenditure and consumption per capita 103
Chapter 8 Category Analysis: Gin & Genever 106
Value analysis (Mexican Peso), 2004?09 106
Value analysis (Mexican Peso), 2009?14 107
Value analysis (US dollars), 2004?09 108
Value analysis (US dollars), 2009?14 108
Volume analysis, 2004?09 109
Volume analysis, 2009?14 110
Company and brand share analysis 111
Distribution analysis 114
Expenditure and consumption per capita 116
Chapter 9 Category Analysis: Whisk(e)y 119
Value analysis (Mexican Peso), 2004?09 119
Value analysis (Mexican Peso), 2009?14 120
Value analysis (US dollars), 2004?09 122
Value analysis (US dollars), 2009?14 123
Volume analysis, 2004?09 124
Volume analysis, 2009?14 125
Company and brand share analysis 127
Distribution analysis 131
Expenditure and consumption per capita 133
Chapter 10 Category Analysis: Tequila & Mezcal 137
Value analysis (Mexican Peso), 2004?09 137
Value analysis (Mexican Peso), 2009?14 138
Value analysis (US dollars), 2004?09 139
Value analysis (US dollars), 2009?14 139
Volume analysis, 2004?09 140
Volume analysis, 2009?14 141
Company and brand share analysis 142
Distribution analysis 147
Expenditure and consumption per capita 149
Chapter 11 Category Analysis: Vodka 152
Value analysis (Mexican Peso), 2004?09 152
Value analysis (Mexican Peso), 2009?14 153
Value analysis (US dollars), 2004?09 154
Value analysis (US dollars), 2009?14 154
Volume analysis, 2004?09 156
Volume analysis, 2009?14 157
Company and brand share analysis 159
Distribution analysis 163
Expenditure and consumption per capita 165
Chapter 12 Country Comparison 168
Value 168
Volume 172
Market share 176
Chapter 13 New Product Development 177
Product launches over time 177
Recent product launches 179
Chapter 14 Macroeconomic Profile 180
Macroeconomic Indicators 180
Chapter 15 Research Methodology 185
Methodology overview 185
Secondary research 186
Market modeling 187
Creating an initial data model 187
Revising the initial data model 187
Creating a final estimate 188
Creating demographic value splits 188
Primary research 188
Data finalization 189
Ongoing research 189
Chapter 16 Appendix 190
Future readings 190
How to contact experts in your industry 190
Disclaimer 190

LIST OF FIGURES
Figure 1: Spirits, Mexico, value by category (MXNm), 2004?14 29
Figure 2: Spirits, Mexico, category growth comparison, by value, 2004?14 32
Figure 3: Spirits, Mexico, volume by category (liters, million), 2004?14 35
Figure 4: Spirits, Mexico, category growth comparison, by volume, 2004?14 35
Figure 5: Spirits, Mexico, company share by volume (%), 2008?09 42
Figure 6: Spirits, Mexico, distribution channels by volume (%), 2008?09 46
Figure 7: Brandy, Mexico, value by segment (MXNm), 2004?14 58
Figure 8: Brandy, Mexico, volume by segment (liters, million), 2004?14 63
Figure 9: Brandy, Mexico, company share by volume (%), 2008?09 66
Figure 10: Brandy, Mexico, distribution channels by volume (%), 2008?09 69
Figure 11: Liqueurs, Mexico, value by segment (MXNm), 2004?14 75
Figure 12: Liqueurs, Mexico, category growth comparison, by value, 2004?14 77
Figure 13: Liqueurs, Mexico, volume by segment (liters, million), 2004?14 80
Figure 14: Liqueurs, Mexico, category growth comparison, by volume, 2004?14 80
Figure 15: Liqueurs, Mexico, company share by volume (%), 2008?09 83
Figure 16: Liqueurs, Mexico, distribution channels by volume (%), 2008?09 86
Figure 17: Rum, Mexico, value by segment (MXNm), 2004?14 92
Figure 18: Rum, Mexico, category growth comparison, by value, 2004?14 94
Figure 19: Rum, Mexico, volume by segment (liters, million), 2004?14 96
Figure 20: Rum, Mexico, category growth comparison, by volume, 2004?14 97
Figure 21: Rum, Mexico, company share by volume (%), 2008?09 99
Figure 22: Rum, Mexico, distribution channels by volume (%), 2008?09 102
Figure 23: Gin & genever, Mexico, value (MXNm), 2004?14 107
Figure 24: Gin & genever, Mexico, volume (liters, million), 2004?14 110
Figure 25: Gin & genever, Mexico, company share by volume (%), 2008?09 112
Figure 26: Gin & genever, Mexico, distribution channels by volume (%), 2008?09 115
Figure 27: Whisk(e)y, Mexico, value by segment (MXNm), 2004?14 121
Figure 28: Whisk(e)y, Mexico, volume (liters, million), 2004?14 126
Figure 29: Whisk(e)y, Mexico, company share by volume (%), 2008?09 129
Figure 30: Whisk(e)y, Mexico, distribution channels by volume (%), 2008?09 132
Figure 31: Tequila & mezcal, Mexico, value (MXNm), 2004?14 138
Figure 32: Tequila & mezcal, Mexico, volume (liters, million), 2004?14 141
Figure 33: Tequila & mezcal, Mexico, company share by volume (%), 2008?09 144
Figure 34: Tequila & mezcal, Mexico, distribution channels by volume (%), 2008?09 148
Figure 35: Vodka, Mexico, value by segment (MXNm), 2004?14 153
Figure 36: Vodka, Mexico, category growth comparison, by value, 2004?14 155
Figure 37: Vodka, Mexico, volume by segment (liters, million), 2004?14 158
Figure 38: Vodka, Mexico, category growth comparison, by volume, 2004?14 158
Figure 39: Vodka, Mexico, company share by volume (%), 2008?09 161
Figure 40: Vodka, Mexico, distribution channels by volume (%), 2008?09 164
Figure 41: Global spirits market split (value terms, 2009), top five countries 169
Figure 42: Global spirits market value, 2004–09, top five countries 171
Figure 43: Global spirits market split (volume terms, 2009), top five countries 173
Figure 44: Global spirits market volume, 2004–09, top five countries 175
Figure 45: Annual data review process 186

LIST OF TABLES
Table 1: Spirits category definitions 12
Table 2: Spirits distribution channels 13
Table 3: Spirits, Mexico, value by category (MXNm), 2004?09 27
Table 4: Spirits, Mexico, value forecast by category (MXNm), 2009?14 28
Table 5: Spirits, Mexico, value by category ($m), 2004?09 30
Table 6: Spirits, Mexico, value forecast by category ($m), 2009?14 31
Table 7: Spirits, Mexico, volume by category (liters, million), 2004?09 33
Table 8: Spirits, Mexico, volume forecast by category (liters, million), 2009?14 34
Table 9: Spirits, Mexico, brand share by volume (%), 2008?09 36
Table 10: Spirits, Mexico, volume by brand (liters, million), 2008?09 39
Table 11: Spirits, Mexico, company share by volume (%), 2008?09 43
Table 12: Spirits, Mexico, volume by company (liters, million), 2008?09 44
Table 13: Spirits, Mexico, distribution channels by volume (%), 2008?09 45
Table 14: Spirits, Mexico, volume by distribution channel (liters, million), 2008?09 45
Table 15: Spirits, Mexico, expenditure per capita (MXN), 2004?09 47
Table 16: Spirits, Mexico, forecast expenditure per capita (MXN), 2009?14 48
Table 17: Spirits, Mexico, expenditure per capita ($), 2004?09 49
Table 18: Spirits, Mexico, forecast expenditure per capita ($), 2009?14 50
Table 19: Spirits, Mexico, consumption per capita (liters), 2004?09 51
Table 20: Spirits, Mexico, forecast consumption per capita (liters), 2009?14 52
Table 21: Pernod Ricard key facts 53
Table 22: Bacardi Limited key facts 55
Table 23: Brandy, Mexico, value by segment (MXNm), 2004?09 56
Table 24: Brandy, Mexico, value forecast by segment (MXNm), 2009?14 57
Table 25: Brandy, Mexico, value by segment ($m), 2004?09 59
Table 26: Brandy, Mexico, value forecast by segment ($m), 2009?14 60
Table 27: Brandy, Mexico, volume by segment (liters, million), 2004?09 61
Table 28: Brandy, Mexico, volume forecast by segment (liters, million), 2009?14 62
Table 29: Brandy, Mexico, brand share by volume (%), 2008?09 64
Table 30: Brandy, Mexico, volume by brand (liters, million), 2008?09 65
Table 31: Brandy, Mexico, company share by volume (%), 2008?09 67
Table 32: Brandy, Mexico, volume by company (liters, million), 2008?09 67
Table 33: Brandy, Mexico, distribution channels by volume (%), 2008?09 68
Table 34: Brandy, Mexico, volume by distribution channel (liters, million), 2008?09 68
Table 35: Brandy, Mexico, expenditure per capita (MXN), 2004?09 70
Table 36: Brandy, Mexico, forecast expenditure per capita (MXN), 2009?14 70
Table 37: Brandy, Mexico, expenditure per capita ($), 2004?09 71
Table 38: Brandy, Mexico, forecast expenditure per capita ($), 2009?14 71
Table 39: Brandy, Mexico, consumption per capita (liters), 2004?09 72
Table 40: Brandy, Mexico, forecast consumption per capita (liters), 2009?14 72
Table 41: Liqueurs, Mexico, value by segment (MXNm), 2004?09 73
Table 42: Liqueurs, Mexico, value forecast by segment (MXNm), 2009?14 74
Table 43: Liqueurs, Mexico, value by segment ($m), 2004?09 76
Table 44: Liqueurs, Mexico, value forecast by segment ($m), 2009?14 76
Table 45: Liqueurs, Mexico, volume by segment (liters, million), 2004?09 78
Table 46: Liqueurs, Mexico, volume forecast by segment (liters, million), 2009?14 79
Table 47: Liqueurs, Mexico, brand share by volume (%), 2008?09 81
Table 48: Liqueurs, Mexico, volume by brand (liters, million), 2008?09 82
Table 49: Liqueurs, Mexico, company share by volume (%), 2008?09 84
Table 50: Liqueurs, Mexico, volume by company (liters, million), 2008?09 84
Table 51: Liqueurs, Mexico, distribution channels by volume (%), 2008?09 85
Table 52: Liqueurs, Mexico, volume by distribution channel (liters, million), 2008?09 85
Table 53: Liqueurs, Mexico, expenditure per capita (MXN), 2004?09 87
Table 54: Liqueurs, Mexico, forecast expenditure per capita (MXN), 2009?14 87
Table 55: Liqueurs, Mexico, expenditure per capita ($), 2004?09 88
Table 56: Liqueurs, Mexico, forecast expenditure per capita ($), 2009?14 88
Table 57: Liqueurs, Mexico, consumption per capita (liters), 2004?09 89
Table 58: Liqueurs, Mexico, forecast consumption per capita (liters), 2009?14 89
Table 59: Rum, Mexico, value by segment (MXNm), 2004?09 90
Table 60: Rum, Mexico, value forecast by segment (MXNm), 2009?14 91
Table 61: Rum, Mexico, value by segment ($m), 2004?09 93
Table 62: Rum, Mexico, value forecast by segment ($m), 2009?14 93
Table 63: Rum, Mexico, volume by segment (liters, million), 2004?09 95
Table 64: Rum, Mexico, volume forecast by segment (liters, million), 2009?14 96
Table 65: Rum, Mexico, brand share by volume (%), 2008?09 98
Table 66: Rum, Mexico, volume by brand (liters, million), 2008?09 98
Table 67: Rum, Mexico, company share by volume (%), 2008?09 100
Table 68: Rum, Mexico, volume by company (liters, million), 2008?09 100
Table 69: Rum, Mexico, distribution channels by volume (%), 2008?09 101
Table 70: Rum, Mexico, volume by distribution channel (liters, million), 2008?09 101
Table 71: Rum, Mexico, expenditure per capita (MXN), 2004?09 103
Table 72: Rum, Mexico, forecast expenditure per capita (MXN), 2009?14 103
Table 73: Rum, Mexico, expenditure per capita ($), 2004?09 104
Table 74: Rum, Mexico, forecast expenditure per capita ($), 2009?14 104
Table 75: Rum, Mexico, consumption per capita (liters), 2004?09 105
Table 76: Rum, Mexico, forecast consumption per capita (liters), 2009?14 105
Table 77: Gin & genever, Mexico, value (MXNm), 2004?09 106
Table 78: Gin & genever, Mexico, value forecast (MXNm), 2009?14 107
Table 79: Gin & genever, Mexico, value ($m), 2004?09 108
Table 80: Gin & genever, Mexico, value forecast ($m), 2009?14 108
Table 81: Gin & genever, Mexico, volume (liters, million), 2004?09 109
Table 82: Gin & genever, Mexico, volume forecast (liters, million), 2009?14 110
Table 83: Gin & genever, Mexico, brand share by volume (%), 2008?09 111
Table 84: Gin & genever, Mexico, volume by brand (liters, million), 2008?09 111
Table 85: Gin & genever, Mexico, company share by volume (%), 2008?09 113
Table 86: Gin & genever, Mexico, volume by company (liters, million), 2008?09 113
Table 87: Gin & genever, Mexico, distribution channels by volume (%), 2008?09 114
Table 88: Gin & genever, Mexico, volume by distribution channel (liters, million), 2008?09 114
Table 89: Gin & genever, Mexico, expenditure per capita (MXN), 2004?09 116
Table 90: Gin & genever, Mexico, forecast expenditure per capita (MXN), 2009?14 116
Table 91: Gin & genever, Mexico, expenditure per capita ($), 2004?09 117
Table 92: Gin & genever, Mexico, forecast expenditure per capita ($), 2009?14 117
Table 93: Gin & genever, Mexico, consumption per capita (liters), 2004?09 118
Table 94: Gin & genever, Mexico, forecast consumption per capita (liters), 2009?14 118
Table 95: Whisk(e)y, Mexico, value by segment (MXNm), 2004?09 119
Table 96: Whisk(e)y, Mexico, value forecast by segment (MXNm), 2009?14 120
Table 97: Whisk(e)y, Mexico, value by segment ($m), 2004?09 122
Table 98: Whisk(e)y, Mexico, value forecast by segment ($m), 2009?14 123
Table 99: Whisk(e)y, Mexico, volume by segment (liters, million), 2004?09 124
Table 100: Whisk(e)y, Mexico, volume forecast by segment (liters, million), 2009?14 125
Table 101: Whisk(e)y, Mexico, brand share by volume (%), 2008?09 127
Table 102: Whisk(e)y, Mexico, volume by brand (liters, million), 2008?09 128
Table 103: Whisk(e)y, Mexico, company share by volume (%), 2008?09 130
Table 104: Whisk(e)y, Mexico, volume by company (liters, million), 2008?09 130
Table 105: Whisk(e)y, Mexico, distribution channels by volume (%), 2008?09 131
Table 106: Whisk(e)y, Mexico, volume by distribution channel (liters, million), 2008?09 131
Table 107: Whisk(e)y, Mexico, expenditure per capita (MXN), 2004?09 133
Table 108: Whisk(e)y, Mexico, forecast expenditure per capita (MXN), 2009?14 134
Table 109: Whisk(e)y, Mexico, expenditure per capita ($), 2004?09 134
Table 110: Whisk(e)y, Mexico, forecast expenditure per capita ($), 2009?14 135
Table 111: Whisk(e)y, Mexico, consumption per capita (liters), 2004?09 135
Table 112: Whisk(e)y, Mexico, forecast consumption per capita (liters), 2009?14 136
Table 113: Tequila & mezcal, Mexico, value (MXNm), 2004?09 137
Table 114: Tequila & mezcal, Mexico, value forecast (MXNm), 2009?14 138
Table 115: Tequila & mezcal, Mexico, value ($m), 2004?09 139
Table 116: Tequila & mezcal, Mexico, value forecast ($m), 2009?14 139
Table 117: Tequila & mezcal, Mexico, volume (liters, million), 2004?09 140
Table 118: Tequila & mezcal, Mexico, volume forecast (liters, million), 2009?14 141
Table 119: Tequila & mezcal, Mexico, brand share by volume (%), 2008?09 142
Table 120: Tequila & mezcal, Mexico, volume by brand (liters, million), 2008?09 143
Table 121: Tequila & mezcal, Mexico, company share by volume (%), 2008?09 145
Table 122: Tequila & mezcal, Mexico, volume by company (liters, million), 2008?09 146
Table 123: Tequila & mezcal, Mexico, distribution channels by volume (%), 2008?09 147
Table 124: Tequila & mezcal, Mexico, volume by distribution channel (liters, million), 2008?09 147
Table 125: Tequila & mezcal, Mexico, expenditure per capita (MXN), 2004?09 149
Table 126: Tequila & mezcal, Mexico, forecast expenditure per capita (MXN), 2009?14 149
Table 127: Tequila & mezcal, Mexico, expenditure per capita ($), 2004?09 150
Table 128: Tequila & mezcal, Mexico, forecast expenditure per capita ($), 2009?14 150
Table 129: Tequila & mezcal, Mexico, consumption per capita (liters), 2004?09 151
Table 130: Tequila & mezcal, Mexico, forecast consumption per capita (liters), 2009?14 151
Table 131: Vodka, Mexico, value by segment (MXNm), 2004?09 152
Table 132: Vodka, Mexico, value forecast by segment (MXNm), 2009?14 153
Table 133: Vodka, Mexico, value by segment ($m), 2004?09 154
Table 134: Vodka, Mexico, value forecast by segment ($m), 2009?14 154
Table 135: Vodka, Mexico, volume by segment (liters, million), 2004?09 156
Table 136: Vodka, Mexico, volume forecast by segment (liters, million), 2009?14 157
Table 137: Vodka, Mexico, brand share by volume (%), 2008?09 159
Table 138: Vodka, Mexico, volume by brand (liters, million), 2008?09 160
Table 139: Vodka, Mexico, company share by volume (%), 2008?09 162
Table 140: Vodka, Mexico, volume by company (liters, million), 2008?09 162
Table 141: Vodka, Mexico, distribution channels by volume (%), 2008?09 163
Table 142: Vodka, Mexico, volume by distribution channel (liters, million), 2008?09 163
Table 143: Vodka, Mexico, expenditure per capita (MXN), 2004?09 165
Table 144: Vodka, Mexico, forecast expenditure per capita (MXN), 2009?14 165
Table 145: Vodka, Mexico, expenditure per capita ($), 2004?09 166
Table 146: Vodka, Mexico, forecast expenditure per capita ($), 2009?14 166
Table 147: Vodka, Mexico, consumption per capita (liters), 2004?09 167
Table 148: Vodka, Mexico, forecast consumption per capita (liters), 2009?14 167
Table 149: Global spirits market value, 2009 168
Table 150: Global spirits market split (value terms ($m), 2009), top five countries 171
Table 151: Global spirits market volume, 2009 172
Table 152: Global spirits market split (volume terms, 2009), top five countries 175
Table 153: Leading players, top five countries 176
Table 154: Mexico spirits new product launches reports, by company (top five companies), 2009 177
Table 155: Mexico spirits new product launches SKUs, by company (top five companies), 2009 177
Table 156: Mexico spirits new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 178
Table 157: Mexico spirits new product launches (reports), by ingredients (top 10 ingredients), 2009 178
Table 158: Mexico spirits new product launches (reports), by package tags or claims, 2009 179
Table 159: Mexico spirits new product launches - recent five launches (2009) 179
Table 160: Mexico population, by age group, 2004?09 (millions) 180
Table 161: Mexico population forecast, by age group, 2009?14 (millions) 181
Table 162: Mexico population, by gender, 2004?09 (millions) 181
Table 163: Mexico population forecast, by gender, 2009?14 (millions) 182
Table 164: Mexico nominal GDP, 2004?09 (MXNbn, nominal prices) 182
Table 165: Mexico nominal GDP forecast, 2009?14 (MXNbn, nominal prices) 182
Table 166: Mexico real GDP, 2004?09 (MXNbn, 2000 prices) 183
Table 167: Mexico real GDP forecast, 2009?14 (MXNbn, 2000 prices) 183
Table 168: Mexico real GDP, 2004?09 ($bn, 2000 prices) 183
Table 169: Mexico real GDP forecast, 2009?14 ($bn, 2000 prices) 184
Table 170: Mexico consumer price index, 2004?09 (2000=100) 184
Table 171: Mexico consumer price index, 2009?14 (2000=100) 184



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