Craft Beer Trends in Mexico

David Moreno
7/30/19

Throughout my travels in Mexico this past decade, I couldn’t help but noticed the subtle
craft beer scene that began to formulate. Having perhaps one of the greatest craft beer
destinations along an international border, it was challenging not to compare the craft beer
offerings and putting them up against some of San Diego area’s most recognized flavors and
brands. To say the least, from the onset, I was rather underwhelmed. However, the beers slowly
started to appeal. According to a Deloitte report (Deloitte, 2017), the premium market is
beginning to experience a market with the gourmet customer. Unique flavors that appeal to
Mexican cuisine is finding itself in a niche position. Certain flavors profiles that are popular
among non-alcoholic beverages are finding there way into the craft beer movement. Flavor such
as hibiscus, horchata, and Mexican chocolate are finding small wins with their exclusive
offerings that are hard to find. Distribution being one of these bottlenecks.
This scene is slowly captivating not just our friends to the south but is also finding its
way to restaurants and boutique shops throughout the world. I had the pleasure to walk to my
neighborhood restaurant, Pueblo, in Pacific Beach, California where at least 6 craft beers ranging
from IPA, stout, blonde ale, and pale ale are available on a consistent basis according to their bar
manager. One caveaut, from the enthusiast perspective, may be variety. However, its slowly
becoming a trend and folks have begun to take notice. As of 2017, craft beer consumption was
at 14% (Deloitte, 2017) versus 53% of domestic large-scale beers such as Corona and Tecate.
Though this percentage may not jump out as a number from a bird’s eye view, craft beer in
Mexico represents the #2 favorite alcoholic beverage and even exceeded its national drink –
tequila at 10%. The selling trends between 2011 – 2017 have certainly caught on to investors
and entrepreneurs alike. Between this period, the growth rate in hectoliters has grown
consistently between 43% - 70% year-over-year.
Pairings with cuisine and wine are encouraging and is stimulating the fine dining
experience. The scene is gaining followers of all ages and demographics. Through price will
continue to be a concern as respondents from the Deloitte study has suggested. Taste for flavor
and quality represented the main reasons behind consuming craft beer at 47%. There’re some
folks that believe it’s a fad according to 6% of those surveyed.
Meanwhile, former Anheuser-Busch executive and Mexican entrepreneurs are firm
believers that “Craft beer in Mexico is exploding. It looks like the U.S. 20 years ago.” (Snider,
2019). Other factors that are impacting these trends is the growth of the Hispanic population at
18% in America. Future trade deals and the uncertainty around these agreements have not
affected investment thus far.
The craft beer trend is no doubt finding its place in the country. The Vienna Lager is not the
only beer of choice. And though some of the stories that started off similarly from humble
beginnings such as Stone and Ballast Point in America, there is movement from big beer entering
the market and have now begun acquiring breweries throughout the country (Deloitte, 2017).
Craft Beer Trends in Mexico
David Moreno
7/30/19

Depending on which end of the spectrum you or I stand; being the beer enthusiast or the investor,
I certainly hope to continue to enjoy the diverse flavors and accessibility to this newer craft.

References
Deloitte. (2017). Craft Beer A Multisensory Experience . UK : Deloitte.

Snider, M. (2019, March 4). Mexican Craft Beer: Coming from south of the border for your taste buds.
Retrieved from USA Today:
https://www.usatoday.com/story/money/business/2019/03/02/craft-beer-mexican-brands-
increasingly-imported-into-us/3008885002/