Mexico Eyes China as New Tequila Market

A new challenge awaits Mexican tequila producers who want to export their product: studying the spirits, culture and customs of the Chinese upper middle class. China had long restricted imports of foreign liquors with more than 2 grams of methanol per liter, such as tequila, citing harmful health effects, but has since reversed that stance. During a visit to Mexico, Chinese President Xi Jinping agreed to increase tequila imports, and the opening of the Chinese market is expected to represent the export of 10 million liters of tequila in just five years. In the long term, China could replace the US market, which currently represents 80 percent of Mexican tequila exports. Chinese drinkers are expected to adapt well to high-grade tequila. Liquor is a longstanding part of Chinese culture, especially during business banquets, and Chinese consumers are eager to try new foreign products. – YaleGlobal