Bourbon's approach to enter Mexico in 2025
Artículo publicado en LinkedIn
Ricardo Cortizo
4 de diciembre de 2024
The bourbon market, both in the United States and Mexico, faces a future full of opportunities and challenges for 2025. Although both countries have different realities in terms of consumption, trends and market maturity, there are great similarities that allow new and established brands to capitalize on this moment of boom and transformation. In this article, we will explore the growth prospects for bourbon, the strategies needed to stand out in an emerging market for white spirits, and the right approach to successfully enter the competitive and attractive Mexican market.
Bourbon market growth in the United States and Mexico
For the United States, bourbon is not just another spirit, but a culturally significant category. In recent years, it has experienced a significant resurgence, driven by a public that appreciates tradition, the complexity of flavors, and the rise of artisanal cocktail culture. Expectations for 2025 are for continued growth, especially thanks to the constant expansion of “premium” and “super premium” spirits. The US market is also diversifying towards limited edition products with stories that connect emotionally with the consumer. For example, at the 2024 edition of the San Francisco World Spirits Competition, Heaven Hill Brands was recognized as the most awarded distillery in the United States, obtaining more than 90 medals and multiple “Best in Show” awards, with brands such as Elijah Craig and Larceny in special editions.
In Mexico, the panorama is different, but equally promising. Although white spirits such as tequila, mezcal and even sotol dominate consumer preference, there is a growing interest in aged spirits, particularly rum and bourbon. The perception of bourbon has improved in the last decade, largely thanks to Mexican consumers looking for new experiences and the influence of tourism between the two countries. Looking ahead to 2025, the bourbon segment is expected to gain ground, especially in urban areas and among young consumers who are open to trying something different and who find bourbon an attractive and sophisticated alternative to tequila and Scotch whiskey.
How to grow in a market dominated by barrel-free white spirits
In Mexico, white spirits have a privileged place thanks to the culture of tequila and mezcal. For bourbon, growing in such a market requires smart strategies that manage to connect with an audience unfamiliar with the spirit. First of all, it is crucial to educate the consumer. The success of mezcal, for example, was based on consumer education about its production methods and the cultural tradition that surrounds it. Bourbon must take advantage of that same educational strategy, highlighting the unique characteristics of its production process, such as the use of new American oak barrels and the high corn content, to differentiate itself from other aged spirits.
In addition to education, it is essential to work in cocktails as a gateway. The mixology culture is growing in Mexico, with consumers increasingly willing to experiment with new flavors and combinations. Bourbon has a versatility that makes it ideal for classic cocktails such as the Old Fashioned, the Manhattan and the Whiskey Sour, as well as for more contemporary creations that can be adapted to Mexican tastes, such as adding local ingredients (chili, cocoa, piloncillo) that make the bourbon feel closer.
A third approach is premium positioning. In a market where extra-aged tequila has shown that there is an appetite for higher-priced and higher-quality spirits, bourbon can occupy an interesting space if it is presented as an exclusive, artisanal product with stories that connect with consumers. Brands must take advantage of the growing interest of the Mexican consumer in storytelling and offer experiences that go beyond the product itself, such as guided tastings, exclusive events and collaborations with bars and restaurants, telling their stories and educating on the category.
Bourbon's approach to enter Mexico with force
The Mexican market is one of the most interesting and complex for bourbon due to the fierce competition represented by local spirits, as well as the participation of brands that have been around for a long time. To enter with force, bourbon needs to focus on three fundamental pillars:
Consumer and Industry Education: It is crucial that brands invest in educating both the end consumer and bartenders and mixologists. Training in bars and restaurants should focus on transmitting the benefits of this spirit, its history and the possibilities it offers in cocktails and pairing. Collaboration with brand ambassadors who can tell these stories in a close and passionate way will be key to positioning.
Generate Local Alliances: Bourbon brands should seek alliances with renowned bars and restaurants to offer unique experiences that highlight the qualities of bourbon. Participation in gastronomic events and festivals is an effective way to promote the product and generate an image of quality and sophistication. In addition, collaborations with recognized Mexican brands could help to approach the local consumer in a more organic way.
Adapt the Narrative to the Mexican Consumer: The bourbon narrative must resonate with the Mexican consumer, connecting with their values and culture. Telling stories that highlight craftsmanship, authenticity and the shared heritage of corn can be a powerful way to create bonds. The narrative must position bourbon as a sophisticated and distinct, yet accessible option that invites consumers to explore a new type of experience without losing their identity.
My opinion and market challenges
In my opinion, bourbon has significant potential to grow in Mexico, but it must overcome certain challenges to establish itself as a strong competitor in the premium spirits segment. The key will be to adapt its strategies to connect emotionally with consumers, making use of education, mixology and narrative. It is important to recognize that, although the market for white spirits continues to dominate, the trend towards aged spirits with greater sensorial complexity is increasing.
Brands such as Buffalo Trace Distillery, Maker's Mark Distillery and Woodford Reserve have already started positive work in Mexico, but for new brands to achieve a successful entry they will have to focus on differentiating themselves and offering something more than a good product. Experiences, alliances and the ability to tell authentic stories will be the factors that will determine who manages to capture the heart of the Mexican consumer.
The Mexican market is at a turning point, and bourbon has the opportunity to become a sophisticated and desirable option for those looking for something more than tequila or Scotch whisky. With the right strategy, the next few years could be decisive for the consolidation of bourbon as an important spirit in Mexico.
