Record-Breaking Production and Export of Tequila and Mezcal
As September marks the start of the peak season for bars and restaurants, tequila faces a paradoxical situation. In 2024, production reached 495.8 million liters, with 400.3 million liters exported, according to the Tequila Regulatory Council (CRT). In early 2025, exports already showed a 29.3% growth, confirming tequila’s status as a signature spirit.
Challenges in the Tequila Sector
Despite these historic figures, the sector grapples with a “tequila lake,” referring to excess inventory in warehouses, with over 500 million liters of tequila in stock and a decline in agave prices. This has pressured tequila producers to move product through aggressive promotions.
- Raicilla, originating from Jalisco, faces high agave costs. However, 66% of producers not currently exporting plan to do so in the near future.
- Bacanora, with a designation of origin in Sonora, is advancing in traceability and certifications, positioning itself as a differentiated option for patriotic bars.
Impact on Non-Alcoholic Beverages
The economic equation for non-alcoholic beverages also shifts. Mexico maintains a per capita consumption of 166 liters annually of soft drinks. However, the IEPS on flavored beverages set at 1.645 pesos per liter since January 2025 increases the cost for restaurants and fondas. This creates an opportunity for fresh waters to resurface as a competitive and healthy alternative in Grito drink menus.
Economic Impact and Sales Projections
The Secretariat of Tourism estimated that in 2024, the Independence Day celebrations generated over 30,000 million pesos in tourism spending. For 2025, local chambers project sales increases of between 40% and 70% for restaurants during the season, with alcoholic beverages and soft drinks playing a significant role.
Key Questions and Answers
- What is the current situation of tequila production and export? Tequila production reached 495.8 million liters in 2024, with 400.3 million liters exported. Early 2025 exports showed a 29.3% growth, confirming tequila’s status as a signature spirit.
- What challenges does the tequila sector face? The sector faces a “tequila lake,” referring to excess inventory in warehouses, high agave costs for Raicilla, and pressure to move product through promotions due to declining agave prices.
- How do non-alcoholic beverages fit into this economic scenario? The increased IEPS on flavored beverages has made them more expensive for restaurants, creating an opportunity for fresh waters to become a competitive and healthy alternative.
- What are the sales projections for the Independence Day season? Local chambers project sales increases of between 40% and 70% for restaurants during the season, with alcoholic beverages and soft drinks driving most of the growth.
