Alcoholic drinks in 2024: The big picture
In 2024, alcoholic drinks in Mexico navigated a complex landscape shaped by macroeconomic headwinds and geopolitical uncertainty, particularly regarding the US presidential elections. Slowing economic growth, persistent inflation, and the prolonged cost-of-living crisis prompted many consumers to cut back on discretionary spending. Despite these pressures, alcoholic drinks demonstrated resilience, buoyed by the affordability and widespread availability of products, such as beer and RTDs. Demographic trends, especially a young and increasingly urban population, continued to drive demand for convenient, lower-alcohol options aligned with mindful drinking habits. On the supply side, major players like Grupo Modelo SA de CV (Anheuser-Busch InBev NV) and Heineken México S de RL de CV have strengthened their digital distribution networks and expanded retail partnerships, enhancing product accessibility and responsiveness to shifting consumer preferences. Rising safety concerns in urban areas dampened nightlife activity, pushing consumption towards off-trade channels and home settings, which in turn influenced channel dynamics and distribution strategies.
2024 key trends
As the largest alcoholic drinks category in Mexico, beer witnessed a recovery in volume sales over 2024. The rising popularity of premium and light beers has broadened the consumer base, with more women and younger adults consuming such beers. Affordability has been key to volume growth, especially in the on-trade channel where beer is considered to be more a reasonably priced alternative to wine or cocktails. Thus, beer resonated with more consumers plagued by ongoing inflationary pressures. Hot temperatures throughout the year also boosted demand, as beer is widely associated with refreshment. Brands like Corona, Victoria, and Tectate led the category, with non-alcoholic variants such as Corona 0.0 and Tecate 0.0 gaining traction due to ongoing advertising support and an increase in availability.
Competitive landscape
In 2024, Grupo Modelo SA de CV maintained its position as the leading company in alcoholic drinks, owned by Anheuser-Busch InBev NV. This player’s strength in Mexico can be attributed to its extensive brand portfolio, comprising key brands such as Corona, Victoria, and Modelo, together with a robust distribution strategy that ensures broad reach across the country. In 2024, Grupo Modelo SA de CV’s performance was underpinned by its investment in digital B2B platforms like BEES, which improved demand planning and strengthened relationships with independent retailers. Grupo Modelo SA de CV took a cultural approach to marketing with limited-edition products and event sponsorships like Corona 0.0’s role in the Paris Olympics used to reinforce brand awareness. Despite these efforts, the company experienced limited growth compared to the previous year, amid market saturation and intense competition, particularly from Heineken México S de RL de CV and dynamic players in RTDs. Looking ahead to 2025, Anheuser-Busch InBev NV plans to invest USD$3.6bn in its Mexican operations through 2027, focusing on plant renovations and sustainability initiatives, including water usage reductions.
Retail developments
In Mexico, small local grocers continues to be the most important distribution channel for alcoholic drinks, closely followed by drinks specialists. This dominance is largely attributed to the widespread availability of beer through these outlets, which are deeply embedded in local communities. The sheer number of these points of sale, combined with their accessibility, makes them a preferred choice for consumers. Beer manufacturers play a crucial role in reinforcing this distribution model by investing heavily in their relationships with local grocers and expanding their own specialist retail networks. Notable examples include Heineken México’s Tiendas Six and Grupo Modelo’s Modeloramas, which help ensure consistent product availability across the country.
On-trade vs off-trade split
In 2024, the off-trade remained the dominant channel for alcoholic drinks in volume terms, driven by strong consumer demand through small grocery stores, supermarkets, convenience stores, and a growing reliance on e-commerce platforms. By contrast, the on-trade channel faced mounting challenges, including rising public insecurity, particularly in urban areas, which discouraged nightlife and bar attendance. Additionally, increasing labour costs and the approval of a reduction in the official working week from 48 to 40 hours, is set to be gradually implemented from May 2025. This is expected to put further strain on foodservice operations over the forecast period. Such pressures have made home consumption more attractive, especially for accessible and affordable drinks like beer and RTDs, which performed strongly in retail during 2024. Meanwhile, on-trade sales struggled to recover, with premium segments such as wine and spirits seeing limited growth due to reduced foot traffic and cautious consumer spending.
What next for alcoholic drinks?
Alcoholic drinks in Mexico is expected to witness moderate growth over the forecast period shaped by new growth opportunities and persistent challenges. Growth will be led by beer, particularly non-alcoholic and light variants, as well as RTDs, which will continue to resonate with younger, convenience-driven consumers. The health and wellness movement is expected to further fuel demand for low- and no-alcohol options, while flavour innovation and premiumisation, especially in beer and sparkling wine, will attract more adventurous and quality-conscious drinkers. Nonetheless, economic pressures, inflation, and urban insecurity may limit on-trade recovery and suppress discretionary spending. Additionally, illicit trade and counterfeit products, particularly in the spirits segment, will remain a significant barrier to legitimate market expansion.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Mexico report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Mexico?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Mexico
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Mexico
KEY DATA FINDINGS
Beer consumption witnesses steady growth as consumers switch from other alcoholic beverages
Strong competition between two leaders in concentrated competitive landscape
Beer companies continue to invest in distribution
Further growth is expected for this category despite the challenging economic outlook
Cultural events will remain a major focus for beer companies
New product launches to focus on flavour and sustainability
Lager price band methodology
Cider/Perry in Mexico
KEY DATA FINDINGS
Cider/perry loses further ground in competitive battleground
Valle Redondo remains the leading player in cider/perry
Retailers limit promotional offers to a few months each year
Cider sales are not expected to recover
Expanding wine culture will dampen cider’s future prospects
Limited growth in cider category will restrict innovation
Rtds in Mexico
KEY DATA FINDINGS
Spirit-based RTDs drives innovation in overall category
Casa Herradura SA de CV defends its leadership position amid rising competition
Convenience and e-commerce contribute to the growth of RTDs
Momentum builds for RTDs in a competitive market
Rising costs may prove challenging for RTDs
Flavour development and brand loyalty to support innovation
Spirits in Mexico
KEY DATA FINDINGS
Decline in spirits consumption as consumers navigate uncertainty
Challenges mount for companies as they confront a crowded market and cautious consumer spending
Uncertainty, violence, and constantly evolving preferences impact distribution channels
Health-conscious drinking preferences to redefine consumption
Rising safety concerns to deter nightlife activity and hamper spirits sales
Flavour, transparency and health to shape innovation in spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Mexico
KEY DATA FINDINGS
Economic uncertainty impacts wine consumption
Beer volumes are driven by several key players
Shift in market dynamics due to changes in distribution
Mindful consumption is expected to drive growth
Local wine manufactuerers are expected to gain relevance
Wine to benefit from functional and lifestyle-oriented innovations
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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