The growth of Tequila as a global beverage

Abstract

This explores the significant growth the tequila sector has experienced in recent years, highlighting how this traditional and cultural beverage has evolved into a crucial economic asset for Mexico. Additionally, the research seeks to understand the drivers of the global traction tequila has achieved, where it previously was considered, a low-end drink consumed for intoxication. The study examines how changing perceptions, influenced by globalization and increased quality standards, have transformed tequila's reputation from a harsh, unappealing spirit to a refined beverage enjoyed by connoisseurs worldwide. Through a combination of surveys, interviews, and market analysis, this research provides a comprehensive overview of the factors driving tequila's rise in popularity. It investigates the role of branding, marketing strategies, and celebrity endorsements in shaping consumer preferences. The study also discusses the economic benefits of the tequila industry, including its contribution to job creation and export revenues in Mexico. Furthermore, the cultural significance of tequila and its impact on Mexican identity, both domestically and internationally, are examined. We assess the industry's efforts towards sustainability and ethical practices, highlighting the challenges and opportunities in maintaining traditional production methods while meeting global demand. Ultimately, this thesis aims to provide insights into the evolution of the tequila market and its future prospects in the global beverage industry.

Date of Award	14 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)