Tequila producers confident of gaining share of Asian market

Originally posted Jul 16, 2002

vault, Asian market

(El Financeiro/SABI via COMTEX) — Mexican tequila producers, some of whom are accompanying the governor of Jalisco, Francisco Ramirez Acuna, on an Asian tour, are confident that the economic growth and youthful population of the region make it a market of potentially large proportions for the drink. The industry recognizes that developing this market will require a strong marketing effort to familiarize Asians with tequila, sales of which in Asia are minimal, but growing. The industry expects that there will be an excess of offer of tequila in few years, following the increase in production of its main raw material, the agave plant, which came after a shortage a few years ago. Half of Mexico’s tequila production is exported, mainly to the US.