Press release
Global Mezcal Market Forecast 2025-2035: Europe at USD 331 M by 2035, APAC, USA & Saudi Arabia Fueling Premiumisation
Key Market Insights at a Glance
• Market value in 2025: USD 185.7 million
• Forecast value in 2035: USD 331.4 million
• CAGR (2025-2035): ~6.0%
• On-trade channel share: ~55.8% in 2025, driven by cocktail and mixology trends
• Añejo segment share: ~12.3% in 2025, reflecting growing demand for premium aged mezcal
Regional Overview
Europe's premium-spirits consumers are increasingly embracing mezcal's artisanal heritage and smoky flavor profile. Germany, the UK, France, and Spain dominate the regional landscape, with the UK leading at around 30% market share, followed by Germany (25%), France (20%), and Spain (15%).
The Netherlands stands out with a projected CAGR of 8.5%, fueled by the rise of cocktail culture and online spirits retail. In Western Europe as a whole, the market is valued at USD 44.8 million in 2025 and expected to reach USD 170 million by 2035 at a CAGR of 14.2%.
These figures highlight a dynamic transformation across the continent as mezcal transitions from a niche import to a premium-spirits staple.
Segment Overview
By Product Type: "Joven" (unaged) mezcal dominates with nearly 78% market share, owing to its versatility in cocktails and accessibility for new consumers. However, "Añejo" and "Reposado" variants are gaining traction as Europe's spirits enthusiasts seek more refined sipping experiences.
By Distribution Channel: On-trade venues such as bars and restaurants lead consumption, accounting for over half the market share. The off-trade and e-commerce segments are expanding rapidly as mezcal gains popularity among home consumers and online shoppers.
By Category: The 100%-agave segment remains the gold standard, driving the market's premium positioning and reinforcing its authenticity narrative.
Competitive Landscape
The European mezcal market presents a balanced mix of global spirits giants and craft-focused brands. Leading names include Del Maguey, Montelobos, Ilegal Mezcal, Mezcal Vago, and Sombra Mezcal. Global spirits powerhouses such as Pernod Ricard, Diageo, and Bacardi are also expanding their mezcal portfolios to tap into Europe's accelerating demand.
These players are leveraging strategies focused on transparency, organic certification, and artisanal production methods-attributes increasingly valued by Europe's eco-conscious consumers.
Market Outlook: Powering the Next Decade
The European mezcal market is poised for strong growth through 2035, powered by several structural drivers:
• Premiumization: Consumers trading up for aged, limited-edition, and single-estate variants.
• Cocktail Culture: Rising interest in mixology, with mezcal gaining ground as a key ingredient in high-end cocktail menus.
• E-commerce Expansion: Direct-to-consumer channels and online platforms making premium mezcal more accessible.
• Sustainability: Increasing emphasis on ethical sourcing, eco-friendly agave cultivation, and traceable production practices.
Collectively, these trends position mezcal as one of the most dynamic segments in Europe's premium-spirits market.
Key Players of the Sustainable Label Industry
Brands at the forefront of sustainability and authenticity are shaping the mezcal narrative across Europe. Del Maguey champions single-village sourcing, Montelobos focuses on biodiversity and wild-agave protection, Ilegal Mezcal promotes small-batch organic production, while Mezcal Vago emphasizes family-run distillation.
Their commitment to environmental responsibility and cultural heritage is helping redefine the premium-spirits category, appealing to consumers who value craftsmanship and transparency.
Recent Strategic Developments
• April 2024: Pernod Ricard acquired a majority stake in an artisanal mezcal producer to expand its European premium-spirits portfolio.
• March 2024: Diageo launched an ultra-premium mezcal collection aimed at upscale cocktail venues and luxury retailers.
• February 2024: Bacardi partnered with a leading Mexican distillery to introduce limited-edition mezcal expressions in key European markets.
These moves underscore the increasing strategic importance of mezcal as a growth and differentiation platform for leading spirits conglomerates.
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