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Craft Beer in Mexico

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Craft Beer in Mexico Seale & Associates Creative Solutions. Trusted Advice. ALCOHOLIC DRINKS IN MEXICO AUGUST 2018 INDUSTRY REPORT ALCOHOLIC DRINKS INDUSTRY IN MEXICO: The alcoholic beverages industry consists on the production and distribution of beverages containing a concentration of ethanol in its composition equal to or greater than 1% of its volume ▪ There are two types of alcoholic beverages: fermented (wine, beer, cider, etc.) which come from fruits or cereals, and distilled (brandy, tequila, vodka, etc.) and these are obtained by removing a part of the water contained in fermented beverages through the application of heat In 2017, the value of the industry in Mexico increased to MX$612,763 million of sales, an increase of 13% compared to 2016; and to 8,291 million liters, a growth of 5% over 2016 ▪ Beer is the most popular drink, representing 93.6% of the total volume consumed and 66.5% of total sales in 2017 ▪ In sales volume, the industry presented a Compound Annual Growth Rate (CAGR) (2012- 2017) of 4.3% and a total growth between 2012 and 2017 of 23.3% ▪ In terms of sales value, the industry had a CAGR (2012-2017) of 9.6% and a total growth between 2012 and 2017 of 58.4% ▪ By category, the wine presented the highest growth in both volume and sales, presenting a CAGR (2012-2017) of 8.2% and 13.2% respectively 66.5% 25.8% 6.1% 1.6% BEER SPIRITS WINE OTHERS* % of Consumption in Sales Value per Drink *Others: RTD / Premixes (1.55%) y Cider / Perry (0.05%) Alcoholic Drinks Mexico 2018 Sources: Euromonitor, BMI Research Seale & Associates Creative Solutions. Trusted Advice. VALUE OF SALES AND VOLUME BY CATEGORY IN MEXICO 7,758.4 Beer $407.3 271.5 Spirits $158.0 Sales Value by Category MX$ Billion 107.3 Total Revenue US$612.8 Billion Wine $37.5 149.8 RTD / Premixes $9.5 Sales by Volume by 3.6 Category Cider $0.2 Million of liters Total liters: 8,290.7 million Alcoholic Drinks Mexico 2018 Sources: Euromonitor, BMI Research Seale & Associates Creative Solutions. Trusted Advice. By 2022, it is estimated that the industry in Mexico will reach a volume of 9,419 million liters and MX$764,927 million in sales ▪ A CAGR (2017-2022) of 2.6% in volume and 4.5% in sales is expected ▪ The wine will maintain the highest growth with a CAGR (2017-2022) of 7.6% in volume, while beer and spirits will have a CAGR (2017-2022) of 2.5% and 3.0% respectively $765.0 $735.9 $706.6 $677.0 $646.5 $612.8 Industry Sales MX$ Billions Forecast Historical 2017 2018 2019 2020 2021 2022 Grupo Modelo 53.6% Heineken México 37.8% Brown-Forman Corp 0.9% Pernod Ricard 0.8% Molson Coors 0.5% Diageo 0.4% Market Share 2017 By Volume Grupo Cuervo 0.4% Others 5.6% Seale & Associates Alcoholic Drinks Mexico 2018 Sources: Euromonitor, BMI Research Creative Solutions. Trusted Advice. SALES BY CATEGORY: OFF-TRADE VS ON-TRADE The alcoholic beverage industry places its products through two types of distribution channels: On- trade, where the distribution is through channels related to its direct consumption such as bars, restaurants, hotels, etc., and Off-trade, which is through supermarkets, convenience stores, wholesalers, etc. Wine 65.60% 34.40% Wine 36.30% 63.70% Spirits 73.80% 26.20% Spirits 29.90% 70.10% RTD / Premixes 94.40% 5.60% RTD / Premixes 78.30% 21.70% Cider 92.10% 7.90% Cider 77.60% 22.40% Beer 78% 22% Beer 52.40% 47.60% On-Trade Off-trade On-Trade Off-trade Sales in Value by Distribution Sales in Volume by Distribution Channel 2017 Channel 2017 Tatal value sales MX$ billion Total volumen sales in liters Beer $407.3 Beer 7,758.4 Spirits $158.0 Spirits 271.5 Wine $37.5 Wine 107.3 RTD / Premixes $9.5 RTD / Premixes 149.8 Cider $0.2 Cider 3.6 Seale & Associates Sources: Euromonitor, BMI Research Alcoholic Drinks Mexico 2018 Creative Solutions. Trusted Advice. OFF-TRADE DISTRIBUTION 26.9% Specialists 10.9% Hypermarkets 20.2% Convenience Stores Grocery 43.0% Small Grocers 96.6% Retailers 22.8% Independent Grocers 7.3% Supermarkets 99.8% Store-Based 8.5% Discounters 1.7% Department Stores 3.3% Mixed Retailers 1.6% Warehouse Clubs 0.2% Non-Store Retailing 0.2% Internet Retailing Seale & Associates Alcoholic Drinks Mexico 2018 Sources: Euromonitor, BMI Research Creative Solutions. Trusted Advice. EXPORTS In 2017, the export of tequila and mezcal reached US$1,388.9 million, equivalent to 211 million liters, representing an annual growth of 7.1% in volume; while the beer industry in Mexico exported US$3,768.0 million, corresponding to 3,300 million liters and a growth in volume of 2.8% compared to 2016; 30% of the national production of beer is for export. Of the total exports of beer in the world, Mexico had a market share of 21.3% during 2016, being the main exporter of beer in the world since 2010, followed by the Netherlands (14.4%) and Belgium (11.0%) Rest of the World 9.1% China 1.2% Destination of Beer Exports 2016 % With Rescpect to Total Exports by Volume Canada 1.8% Chile 2.3% UK 2.7% Australia 3.0% United States 79.9% $1,850.8 $640.0 $1,553.5 $548.0 May-18 May-18 May-18 May-18 Accumulated Export of Beer to Accumulated Export of Tequila / May Mezcal to May US$ Million US$ Million Sources: Banxico, Cerveceros de México, Consejo Seale & Associates Alcoholic Drinks Mexico 2018 Regulador del Tequila Creative Solutions. Trusted Advice. BEER The beer sector is the most important within the agroindustrial activity in Mexico. Beer exports represents 23.0% of the agroindustrial exports of the country, with a value of US$3,768 million in 2017. In the same year, the beer industry in Mexico produced 11,000 million liters, making Mexico the fourth beer producer worldwide. Mexico is the leading exporter of beer in the world Mexico is the sixth beer consumer in the world, with a per capita CAGR (2017-2022) of consumption of 60-65 2.5% in volume and 4% in liters per year sales value is expected The trade balance of Main beer producers: the beer sector Zacatecas, Coahuila, achieved a surplus of Nuevo León, CDMX US$3,580 million 2017 production reached 30,900 bottles TOP 3 COMPANIES:* TOP 3 BRANDS:* 57.3% Corona Extra 24.1% 40.4% Tecate Light 16.8% 0.6% Victoria 15.8% *By volume market share Seale & Associates Alcoholic Drinks Mexico 2018 Sources: Cerveceros de México, INEGI, Euromonitor Creative Solutions. Trusted Advice. CRAFT BEER IN MEXICO The craft beer is made following a "recipe" of its own, by brewers who give it a distinct and personal flavor. Its production is limited, offering flavors and textures different from the industrial brands. Currently, these breweries represent 0.1% of the total volume market in the country, with 635 formal producers. Year 2012 2013 2014 2015 2016 2017 % Growth 43% 68% 77% 43% 62% 59% Sales in million 1.05 1.52 2.55 4.52 6.46 10.44 liters MAIN PRODUCER STATES BY VOLUME: #1 Jalisco - 34% #2 Nuevo Leon - 15% #3 Baja California - 8% Sources: Cerveceros de México, Deloitte, Cervexxa Seale & Associates Alcoholic Drinks Mexico 2018 Artesanal Mexicana Creative Solutions. Trusted Advice. SPIRITS The spirits presented a growth in volume of 3.0% in 2017, reaching the amount of 272 million liters. For 2022, it is expected to reach a production of 315 million liters. The average price of the spirits is MX$236 per liter. Spirits have a volume distribution of 74.0% On-trade, and sales value of 70.0% Off- trade. The main categories are the following: Tequila & Mezcal SALES 2017 HISTORICAL CAGR FORECAST CAGR 2012-2017 2017-2022 • 109,311 million liters • 3.3% Volume • 2.1% Volume • MX$56,545 million • 9.8% Sales • 3.9% Sales Whisky • 48,924 million liters • 10.6% Volume • 5.0% Volume • MX$61,724 million • 15.8% Sales • 5.8% Sales Rum • 25,649 million liters • 2.2% Volume • 2.3% Volume • MX$11,352 million • 5.7% Sales • 3.3% Sales Brandy & Cognac • 26,637 million liters • -1.1% Volume • 1.3% Volume • MX$10,148 million • 2.7% Sales • 2.4% Sales Seale & Associates Alcoholic Drinks Mexico 2018 Source: Euromonitor Creative Solutions. Trusted Advice. SPIRITS TOP 3 COMPANIES:* TOP 3 BRANDS:* 12.2% Rancho Escondido 8.2% 11.5% Torres 3.7% 8.2% Cabrito 3.5% *By volume market share Seale & Associates Alcoholic Drinks Mexico 2018 Source: Euromonitor Creative Solutions. Trusted Advice. MEZCAL The mezcal can come from more than 12 different agave species, although the most commonly used species is the agave angustifolia (agave espadín) and can also be mixed with different agaves, while the tequila only comes from the tequilina agave (blue agave). More than 80% of the During 2017, 2.8 million production comes from liters were exported to the state of Oaxaca 52 countries By 2017, there are more than 560 mezcal brands In 2017, nearly 4 million liters were produced, a growth of 32% compared to 2016 Mezcal has an appellation of origin in 500,000 km2 distributed in 9 states: Guanajuato, Durango, San Luis Potosi, Zacatecas, Oaxaca, Tamaulipas, Michoacan, Guerrero and Puebla MAIN DISTRIBUTORS: REPRESENTATIVE BRANDS: Sources: Huffington Post, Consejo Regulador del Alcoholic Drinks Mexico 2018 Seale & Associates Mezcal, El Financiero Creative Solutions. Trusted Advice. WINE The wines had a growth of 8% in volume during 2017, with 107 million liters.
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