HEADING THIS WAY?

So far, the market has form. Launch a product in Mexico and if successful, roll it out to US consumers who seemingly can’t get enough of all things spiced and citrussy. But so far very few of these innovations have made it to UK shores. While the tequila trend is booming and Mexican cuisine has been trending in the country for some years, the trickle-down effect has not yet led to Mexican flavoured drinks making a dent here. Most consumers won’t know what a Michelada is, for example. While in the US, countless packaged versions have been released in recent years, with many other serves already embedded in the culture.

Awareness of Mexican flavours in the UK is at an all-time high. But so far the wave of enthusiasm for them has extended only to food. In fact, its true to say that in the sequence of trend evolution for Mexican food and drink, we’re at the ‘premiumisation’ phase. While premium tequilas have been making increasing in-roads as the agave boom takes hold, premium Mexican restaurants with more authentic dishes, such as El Pastor, have also been gaining ground.

In early 2021 it also launched Guinness Salt & Lime Ale, the press release for which, was something to behold. It doesn’t mention Mexico and instead talks

According to the WSTA, the volume of tequila sold in the UK off-trade has grown by 83% in the past two years, with values up 94%. It credits a willingness of consumers to spend more on premium sipping spirits and a desire for new ways to appreciate the drink.