Why do producers of craft beer in Mexico only have 0.2% of the industry recorded enormous growth? The answer is due to the market potential is very large: more than half of the country’s population consumes the drink.
According to the company Femsa, around 63,000,000 Mexicans constitute the beer consumer category, amount to which are added every year 1,000,000 young people who reach adulthood.
In this field, artisanal brands gain ground – especially in places like Baja California, Guadalajara, Mexico City and Monterrey – to seduce consumers with specialized, higher quality products.
The micro brewers bet on consumers looking for better flavors and options; even if it means a higher price. Sector experts recognize that there is a tendency to refinement and requirement in the consumption of food and beverages from the commercial sector.
From the 1930s, beer won the battle against the pulque, ancestral drink in Mexican culture since colonial times; however, at the beginning of the last century it lost its popularity and today its production is minimal.
Product of that war, Grupo Modelo and Cuauhtémoc-Moctezuma were erected as the giants of the beer in the country and reached world-wide prestige; however, both companies are not Mexican anymore, they were sold to international consortia.
In this context, the micro brewers face in the production of beer made in Mexico and are placed in niches that the two giants not have exploited, as specialty restaurants and gourmet, as they approach the drink to renowned chefs.
Jaime Andreu Galván, spokesman for the Asociación Cervecera de la República Mexicana (Acermex) revealed in recent days that demand grows substantially and “currently one of every 500 beers consumed is handmade, while in past years was one of every 5,000”.
Data of the Procuraduría Federal del Consumidor (Profeco) show that each Mexican consumes 62 liters of beer each year and this country ranks sixth worldwide in beverage consumption.
Andreu Galván – also founder and director of the brand Primus – the Mexicans are prepared to demand what they want to consume and are not subject to commercial whims. “We try to find those niches that we can better meet our versatility and flexibility,” he assured to the Entrepeneur magazine.
(Eduardo Hernández Garay / Mexican Business Web)