During the last couple of years, we have been seeing a continuous increase of popularity of Tequila, particularly in the U.S. However, the American market isn’t the only one that has developed a liking for this spirit, and tequila has been winning more and more space in the Chinese market recently. Even when China has been one of the largest markets for tequila import, last year saw a significant increase compared to the year before.
As the Tequila Regulatory Council (CRT) revealed, China bought 940,061 liters of tequila in 2018, compared to 681, 959 liters that were bought in 2017. Miguel Angel Dominguez Morales, current president of the CTR, said that this significant increase was the direct result of many years of pressure and numerous efforts to find agreements with the Chinese Government.
Regarding the Chinese market and the opportunities it represents for tequila, Dominguez Morales said that it wasn’t easy to come to an agreement with the Chinese government. He mentioned that the very first step, and one of the most difficult, was convincing them to give the CRT the denomination of origin. It took them nine years of paperwork and meetings with government officials, but in the end, they were able to come to terms.
Also, the president of the CTR said that their relationship with China is in good standing and that they are looking for ways to push tequila even more since the Chinese market offers a lot of potential for this product. However, it is still a growing market, one that has proven that growth is possible, yet they need to come up with new strategies in order to meet their expectations.
Nevertheless, the number of tequila exports that China received this year, while they represented a significant increase compared to the previous year, it still didn’t meet the expectations of the CRT. The had expected China to take the second place right behind the United States as the biggest export market for tequila.
As a matter of fact, Mexico exported a total of 224 million liters of tequila to 120 different countries in 2018. This represents a growth of 5.1% in comparison to 2017. Also, the United States alone imported 183.3 million liters, which represents 82% of the total exports worldwide.