Pernod Ricard is reportedly in the process of creating a totally new mescal SKU in an effort to capitalise on the growing market demand for the Mexican agave-plant-based spirit.
According to Euromonitor statistics, the category of Mezcal and Tequila enlarged by 30% in the US between 2010 and 2015, and will continue to do so at a 17% rate between now and 2020. Worldwide, it has grown at a rate of about 22% over the last number of years, The Spirits Business reports.
Furthermore, Nielsen described mezcal as one of the drinks industry’s "star performers" for the year ending in mid-July 2016, in terms of on-trade selling.
Pernod’s mezcal SKU is reported to be presented to the media in a matter of "weeks, not months".
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.