Mexican beer drives sales growth in US on-trade
Mexican beer is the driving force behind imported beer growth in the US on-trade, new research by CGA has revealed.
Imported beer is driving the volume growth of the total beer category in the US on-premise. Beer imported from other markets represents over half of the total beer category growth (52%) versus the growth of other beer types.
CGA by NIQ’s latest On Premise Measurement (OPM) research has looked at the driving forces behind imported beer’s respectable growth seen across the US on-premise.
Consumers value the origin of imported beer, with Mexican beer being the biggest growth driver. The country is responsible for 79% of growth, followed by Irish (10%), Italian (2%), Japanese (2%), Dutch (1%) and all other countries combined (5%).
States close to the Canadian border were responsible for the greatest growth for Mexican beer, while its growth lagged in states closer to Mexico.
Most notably, volume share and performance peaked in Washington (+22.9%), New York (+22.1%) and Oregon (+20.7%). Mid-country US states also saw a healthy performance. However, states closest to the Mexican border including Arizona (+5.6%) and Texas (+6.1%) underperformed.
Matthew Crompton, regional director – North America, said: “While imported Beer holds the largest contribution to beer volume growth in the market, there’s still plenty of opportunity and competition to gain preference and drive consumption with consumers. Understanding these essential insights enable suppliers and distributors to build effective strategies that reach target consumers.”
The Mexican spirit continues to soar in popularity, as exports totalled $3.6 billion (€3.4 billion) between January and October last year. According to economic data from The Ministry of Economy and the Agricultural Markets Consulting Group (GCMA), this is an increase of 34.1% over the same period in 2021. In 2012, exports amounted to only $849 million ($806 million), indicating a huge market growth for the trendy distilled beverage.