Mexico City, February 17, 2015
“Tequila is one of the most representative symbols of our identity and culture, as well as being a key piece of the country’s export platform,” assured Francisco N. González Díaz, CEO of ProMéxico during the event “Tequila: Agave Legacy to the World.”
Tequila was the first Mexican beverage to obtain Denomination of Origin certification—1974—and today is protected in more than forty countries; it was the flagship product that opened the way for other Mexican products to obtain the certification.
The tequila industry has reported accelerated growth in recent years. Last year alone, 328 liters of tequila per minute were exported—28 liters per minute more than in 2013. In fact, this beverage sector grew 8% in just one year (from 2013 to 2014), “which reflects the countless opportunities it has in the future,” the head of ProMéxico added.
Tequila occupies eighth place among the most exported alcoholic beverages (liquors) in the world (according to 2012 records). China and Europe are two of the markets ProMéxico has focused on to promote consumption of the beverage; hence, next June will mark the launch of the logistics platform for the distribution of national beverages in those regions, with the participation of fourteen national producers with twenty-five brands, explained Francisco N. González Díaz.
In addition, the Tequila and Mezcal Fest will be held as part of the Dual Year 2015 United Kingdom-Mexico, an event where business meetings are arranged and tastings offered to position both beverages on the British market.
Meanwhile, at the Expo Milan 2015—one of the top showcases in the world for Mexico—there will be tastings of national beverages and new brand launches; ProMéxico will also participate with a national pavilion at Vinexpo, in Bordeaux, France.
The CEO of ProMéxico mentioned that 100% agave tequila was formally presented in China just over a year ago; this was the first time in history that a shipment of more than seventy bottles had arrived in an Asian market. “Since that first shipment, we have been committed to making tequila an iconic Mexican product in the region and further positioning it in one of the fastest-growing markets in the world,” he added.
During the event, which was held in the auditorium of the ProMéxico headquarters and attended by more than a hundred people, Francisco N. González Díaz recognized the efforts of the President of the National Chamber of the Tequila Industry, Eduardo Orendáin, a fervent promoter of one of the most important spirit beverages in Mexico.
About ProMéxico — ProMéxico is the Mexican government institution that supports Mexico's trade abroad and the internationalization of Mexican companies, and attracts foreign investment. Mexican business owners have access to a ProMéxico office in their place of origin, both in Mexico and abroad, bringing them closer to their potential buyers. Furthermore, foreign investors can reach every corner of the world through offices strategically located in areas that are key for world trade. For more information go to: www.promexico.gob.mx