Mexican Tequila aims to win over China

This year’s Hong Kong Wine & Spirits Fair saw twice as many exhibitors from Mexico, as Tequila producers target China.

In total 13 producers of Mexican Tequila and wine took part in the fair, successfully attracting a lot of attention, according to the South China Morning Post.

Carlos Hernandez Ramos, who owns La Cofradia, said: “It’s a new beginning for tequila with the opening of the Chinese market.”

In June this year, China’s President Xi signed a bilateral trade agreement during his visit to Mexico. This agreement will allow Mexican imports of 100% agaves tequilas into China for the first time since 2008.

Previously, China restricted imports of foreign liquor that exceed two grams of methanol per litre, citing harmful health effects.

“We are expecting to export 10 million litres of Tequilas to China in five years, and make China the second largest market after the US,” said Francisco Soltero Jimenez, general manager of Mexico’s national tequila industry association.

Currently, the US is the number one consumer of Mexican Tequila, with 79% of the drink heading north to the US.

“Tequila is a lifestyle – it’s the essence of Mexico and that’s what we want to bring to China,” said Marc Rodriguez, distributor of Alacran tequila.