The population of Margaritaville, Russia, is growing at breakneck speed if tequila export figures are any indication. Exports were up a whopping 70% in the first half of the year to Mexico’s second biggest customer of its signature alcoholic drink.
The value of exports to the United States, the principal importer, was also up, with an increase of 27% over last year.
- United States
- United Kingdom
Overall, exports increased in value by 16% during that period. Total exports were just over 86 million liters, a 12% increase. In 2013 the tequila export market was worth just under US $1 billion, a figure that is certain to be eclipsed this year.
China’s consumption was also up. The tequila industry association said exports increased 158%, to 39,214 liters. Tequila trade with China was freed last year, and producers are hopeful that it will become Mexico’s second biggest customer within four years.
But the going hasn’t been easy. Association president Eduardo Orendain Giovaninni said promoting the drink in China requires “a titanic effort.” Ninety per cent of Chinese consume baijiu, he said, a strong spirit distilled mainly from sorghum.
Favorite among imported spirits is whisky, followed by cognac. Tequila, he said, is next in line.
Five varieties of 100% agave tequila are being marketed in China. Exports totaled mover 1,000 liters of añejo, 24,462 liters of blanco, 280 liters of extra añejo, 10,261 of joven, and 3,207 liters of reposado.
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