Tequila Sunrise: Mexico eyes China as major tequila market

World
Europe

Mexican tequila has been gaining popularity among Chinese drinkers in recent years. Mexican distillers are also expanding in the Chinese market, in hopes of China becoming the world's biggest consumer of tequila.

Tequila, a spirit distilled from the agave plant, comes from the heart of Mexico. The drink is ubiquitous throughout its home country, yet international markets are taking an ever-greater interest in the spirit. Rodolfo Gonzalez is the president of the National Tequila Industry Council.

RODOLFO GONZALEZ, PRESIDENT NATIONAL TEQUILA INDUSTRY COUNCIL "Tequila is an ambassador for Mexico on the world stage. Today, Tequila reaches more than 120 countries worldwide, and is a product which is growing in international markets."

Mexico's Tequila exports have risen by an average of four percent year-on-year for almost a decade, and last year, the country exported 211 million liters. The vast majority of those exports land in the United States, but exporters are also looking to widen their reach - particularly in China, where sales were up 38% last year over the previous twelve months.

ALASDAIR BAVERSTOCK TEQUILA, MEXICO "When it comes to China, Jose Cuervo Especial, an industrially-produced Tequila, dominates all brands, with more than 50 percent of the market share. Yet more artisanal distillers like Orendain say they see an opening for Chinese customers who have developed a taste for the spirit, and are seeking higher-end products."

Pedro Ruiz is a Master Distiller at the Orendain Distillery in the heart of Tequila country.

PEDRO RUIZ, MASTER DISTILLER ORENDAIN TEQUILA "We have had Chinese importers come to visit the distillery, and they can judge the quality of the spirit simply by touching it to their tongues. They take a great deal of care in analyzing the components of each Tequila."

RODOLFO GONZALEZ, PRESIDENT NATIONAL TEQUILA INDUSTRY COUNCIL "When you look at the percentages, China is one of our fastest growing markets. And that means opportunity for premium and ultra-premium Tequila brands to grow in the Chinese market. The standard brands are growing in the market, and promoting the higher quality products."

As Tequila breaks into ever-more markets, it carries Mexico's image with it what producers here see as the country's gift to the world. Alasdair Baverstock, CGTN, in Tequila, Mexico.