The Global Tequila Market, 2007 edition

TABLE OF CONTENTS i

TABLE OF EXHIBITS iii

DEFINITIONS USED IN THIS REPORT v

INTRODUCTION vi

CHAPTER

1. THE GLOBAL TEQUILA MARKET

The World's Tequila Market pg..........1

  • Overview pg..........1
  • Volume pg..........2
  • Issues for Industry Expansion pg..........7

Exhibits pg..........14

2. THE MEXICAN TEQUILA MARKET

The National Tequila Market pg..........20

  • Overview pg..........20
  • Agave Production pg..........23
  • Exports pg..........24
  • Leading Companies pg..........26

Exhibits pg..........31

3. THE U.S. TEQUILA MARKET

The National Tequila Market pg..........54

  • Overview pg..........54
  • Leading Companies pg..........56

The National Tequila Market by Segment pg..........59

  • Overview pg..........59
  • Premium Tequila pg..........61
  • Super– and Ultrapremium Tequila pg..........62
  • Value Brand Tequila pg..........63

Exhibits pg..........65

4. THE LEADING TEQUILA COMPANIES AND THEIR BRANDS

The Leading Companies pg..........73

  • Overview pg..........73

Diageo-Jose Cuervo

  • Overview pg..........75
  • Marketing pg..........76

Fortune Brands

  • Overview pg..........79
  • Marketing pg..........80

Patron Spirits

  • Overview pg..........83
  • Marketing pg..........84

Constellation Brands

  • Overview pg..........85

Brown–Forman

  • Overview pg..........86

5. THE PROJECTED GLOBAL TEQUILA MARKET

The Projected International Tequila Market pg..........87

  • Overview pg..........87
  • Volume pg..........91

The Projected Mexican Tequila Market pg..........93

  • Overview pg..........93

The Projected U.S. Tequila Market pg..........94

  • Overview pg..........94

Exhibits pg..........95

EXHIBIT

1. THE GLOBAL TEQUILA MARKET

1.1 Global Tequila Market Production and Change 1995 – 2006 pg..........14

1.2 Global Tequila Market Production by Type 1995 – 2006 pg..........15

1.3 Global Tequila Market Share of Production by Type 1995 – 2006 pg..........16

1.4 Global Tequila Market Change in Production by Type 1996 – 2006 pg..........17

1.5 Global Tequila Market Consumption and Change 1995 – 2006 pg..........18

1.6 Global Tequila Market Per Capita Consumption 1995 – 2006 pg..........19

2. THE MEXICAN TEQUILA MARKET

2.7 Mexican Tequila Market Volume 1995 – 2006 pg..........31

2.8 Mexican Tequila Market Change in Volume 1996 – 2006 pg..........32

2.9 Mexican Tequila Market Per Capita Consumption 1995 – 2006 pg..........33

2.10 Mexican Tequila Market Agave Used in Production by Type 1995 – 2006 pg..........34

2.11 Mexican Tequila Market Share of Agave Used in Production by Type 1995 – 2006 pg..........35

2.12 Mexican Tequila Market Change in Agave Used in Production by Type 1996 – 2006 pg..........36

2.13 Mexican Tequila Market Export Volume and Change 1995 – 2006 pg..........37

2.14 Mexican Tequila Market Export Volume by Type 1995 – 2006 pg..........38

2.15 Mexican Tequila Market Share of Export Volume by Type 1995 – 2006 pg..........39

2.16 Mexican Tequila Market Change in Export Volume by Type 1996 – 2006 pg..........40

2.17 Mexican Tequila Market Export Volume by Form 1995 – 2006 pg..........41

2.18 Mexican Tequila Market Share of Export Volume by Form 1995 – 2006 pg..........42

2.19 Mexican Tequila Market Change in Export Volume by Form 1996 – 2006 pg..........43

2.20 Mexican Tequila Market Export Volume by Leading Destinations 1995 – 2006 pg..........44

2.21 Mexican Tequila Market Share of Export Volume by Leading Destinations 1995 – 2006 pg..........45

2.22 Mexican Tequila Market Change in Export Volume by Leading Destinations 1996 – 2006 pg..........46

2.23 Mexican Tequila Market Export Volume by Destination and Form 2003 – 2006 pg..........47

2.24 Mexican Tequila Market Share of Export Volume by Destination and Form 2003 – 2006 pg..........48

2.25 Mexican Tequila Market Change in Export Volume by Destination and Form 2004 – 2006 pg..........49

2.26 Mexican Tequila Market Export Value by Leading Destination 2004 – 2006 pg..........50

2.27 Mexican Tequila Market Share of Export Value by Destination 2004 – 2006 pg..........51

2.28 Mexican Tequila Market Change in Export Value by Destination 2005 – 2006 pg..........52

2.29 Mexican Tequila Market Volume, Share and Change by Brand 2002 – 2006 pg..........53

3. THE U.S. TEQUILA MARKET

3.30 U.S. Tequila Market Volume 1995 – 2006 pg..........65

3.31 U.S. Tequila Market Change in Volume 1996 – 2006 pg..........66

3.32 U.S. Tequila Market Per Capita Consumption 1995 – 2006 pg..........67

3.33 U.S. Tequila Market Value of Imports 1990 – 2006 pg..........68

3.34 U.S. Tequila Market Volume by Leading Brands 2001 – 2006 pg..........69

3.35 U.S. Tequila Market Share of Volume by Leading Brands 2001 – 2006 pg..........70

3.36 U.S. Tequila Market Change in Volume by Leading Brands 2002 – 2006 pg..........71

3.37 U.S. Tequila Market Leading Suppliers' Sales by Brand 2006 pg..........72

5. THE PROJECTED GLOBAL TEQUILA MARKET

5.38 Projected Global Tequila Market Consumption and Change 1995 – 2011 pg..........95

5.39 Projected Global Tequila Market Per Capita Consumption 1995 – 2011 pg..........96

5.40 Projected Global Tequila Market Volume by Leading Markets 2006 – 2011 pg..........97

5.41 Projected Global Tequila Market Share of Volume by Leading Markets 2006 – 2011 pg..........98

5.42 Projected Global Tequila Market Compound Annual Growth Rates by Leading Markets 2006 – 2011 pg..........99

5.43 Projected Mexican Tequila Market Volume 1995 – 2011 pg..........100

5.44 Projected Mexican Tequila Market Change in Volume 1996 – 2011 pg..........101

5.45 Projected U.S. Tequila Market Volume 1995 – 2011 pg..........102

5.46 Projected U.S. Tequila Market Change in Volume 1996 – 2011 pg..........103

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