Mezcal, an iconic drink of Mexico, is preparing for an event that promises to elevate its status in both national and international markets. The event will take place on November 14 and 15, 2024, at Hacienda Los Amadeos in Tonalá, Jalisco, which will become the Embassy of Mezcal. The event will gather 50 producers and more than 200 directors and managers of bars, restaurants, supermarkets, investors, and liquor distributors from across the country.
According to the Mexican Regulatory Council of Mezcal (COMERCAM), mezcal production has experienced a 25% growth in the last five years, reaching over 8 million liters annually. Additionally, interest in mezcal is reflected in consumption statistics, as per capita consumption has increased by 15% in the last three years, projected to reach 1.5 liters per person by 2025.
In a previous event held on August 22 at the Bankers' Club in Mexico City, the strategy to showcase and promote mezcal in various spaces was consolidated. The growing popularity of this drink, combined with joint efforts from producers and distributors, promises to elevate it to new heights, both locally and internationally.
The event at Hacienda Los Amadeos will provide participants with the necessary platform to strengthen their presence in the industry. With the slogan 'Mezcal has long pants and class,' this gathering aims to promote mezcal culture, highlighting the importance of working together for the sustainable development of this iconic Mexican drink.
Raumiez Pérez Blanco, coordinator of the Mezcal Embassy, indicated that the event will include a business meeting for legal representatives of mezcal brands, who must meet labeling requirements established by national regulations. There will be specific sessions for marketers, investors, and exporters, as well as tastings and retail sales for the general public.
The presence of these producers, facing legal obstacles that limit their market participation despite having designation of origin, is expected to help increase visibility for their products.