Mezcal in London, how's it going?

When a passion project begins to scale, it's essential to assess the real statistics across a broad range of demographics. For example, per capita, California consumes 24.5x more tequila than the UK. That’s one state versus an entire country.

England’s capital, London, boasts 74 Michelin-starred restaurants, while 132 are spread across the rest of the UK.

Most Americans drink at home, whereas most Brits prefer to drink in a bar, pub, or restaurant.

While Mexico exports over 600 million liters of tequila annually, only 10 million liters of mezcal are exported. This is largely due to mezcal's artisanal nature and smaller batch production.

So, what about mezcal sales in London? London is a mature market when it comes to food and beverage. Almost all bar staff are familiar with mezcal, and most bar-goers know of it as well. However, those over 60 are less likely to know about mezcal, as are individuals under 30. This leaves the majority of mezcal drinkers in London aged between 30 and 50. Additionally, while beverages like beer, white wine, and whiskey may show a demographic preference by sex, mezcal consumption is fairly evenly split between male and female drinkers.

Today, nearly every bar in London offers at least two different mezcals, with the most popular brand being Del Maguey. In fine dining restaurants and high-end bars, you’ll often find 3-4 mezcals. As more Brits visit Mexico — now the third most-visited destination for UK tourists, with over 1 million annual visits — Mexican restaurants like Mestizo, KOL, and Mezcalito are becoming more prevalent. Mestizo and Mezcalito, with multiple branches in London, boast collections of up to 500 agave-based spirits.

I don’t know a single person who has visited Mexico and not fallen in love with the culture, the people, and the vibrant colors. One visit to a Mexican restaurant in London is enough to experience the warm smiles and the passion of those who embrace Mexican culture and want to bring it to the UK. Mexican culture has been welcomed here like few others I can think of.

From the Day of the Dead, which celebrates the lives of those who have passed, to Cinco de Mayo, marking Mexico's victory over the Second French Empire, these festivals are now recognized globally for their colorful and joyful celebrations.

Who doesn’t feel a sense of excitement watching Day of the Dead festivities? And who wouldn’t enjoy visiting Cabo or Baja California? I’ve spent quite a bit of time in California over the last 20 years, and Baja California feels like its twin — but you’re in Mexico, among the friendliest people I’ve ever met. I believe Mexico will see incredible growth, which will lead to rising property values and greater economic strength. Everyone I know who has visited Mexico always wants to return.

As for the growth of mezcal in London, while official numbers aren’t available, we estimate that mezcal represents about 5% of agave-based spirit sales. With total tequila sales in the UK at 6 million liters annually, this suggests that mezcal sales range from 300,000 to 500,000 liters per year. Most of these sales come from brands like Del Maguey, Casamigos Mezcal, and Bruxo.

Bandida sales have roughly doubled in the last six months compared to the first six months in the UK. This growth is thanks to new clients like The Mandrake, Ginza St James, Mezcalito and Mestizo who offer Bandida both as a neat pour and on their premium cocktail lists.