Data Bridge Market Research analyses that the mezcal market is expected to reach a value of USD 65.99 million by 2029, at a CAGR of 19.7% during the forecast period.

The Middle East and Africa mezcal market is gaining gradual but noticeable traction as the global spirits industry expands beyond traditional strongholds in North America and Europe. Mezcal, a distilled alcoholic beverage made from agave plants primarily in Mexico, has historically been overshadowed by tequila. However, in recent years, it has become one of the fastest-growing segments of the premium spirits market.

In regions like the Middle East and Africa, where changing consumer lifestyles, evolving hospitality sectors, and increasing appreciation for artisanal beverages are shaping demand, mezcal has started to carve out its niche. While the market is still in an early stage compared to other global regions, it is poised for growth driven by urbanization, tourism, and premiumization trends.

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Market Trends

One of the key trends driving the Middle East and Africa mezcal market is the rising demand for premium and craft spirits. Consumers across metropolitan areas are increasingly experimenting with new flavors and artisanal products that offer authenticity and cultural heritage. Mezcal, with its distinct smoky flavor profile, fits perfectly into this trend. Another noticeable trend is the expansion of luxury hospitality chains across the Gulf Cooperation Council (GCC) countries, particularly in the United Arab Emirates, Saudi Arabia, and Qatar. High-end hotels, restaurants, and bars are adding mezcal to their menus to appeal to affluent customers seeking unique drinking experiences.

The influence of Western drinking culture, driven by expatriates and tourists, also plays a significant role. Countries such as South Africa, Kenya, and Nigeria have vibrant nightlife and bar scenes that are contributing to the gradual introduction of mezcal-based cocktails. Moreover, the growing popularity of e-commerce platforms is providing greater accessibility, enabling premium spirits brands to reach consumers directly. Another trend is the emphasis on sustainable and authentic sourcing. With global consumers showing preference for brands that highlight traditional processes and environmental responsibility, mezcal’s artisanal production appeals strongly to conscious drinkers in these regions.

Market Size

The Middle East and Africa mezcal market is relatively small compared to global benchmarks but is steadily expanding. Current estimates suggest that the market is valued at several million USD, reflecting its niche but growing demand. The premium spirits market in the region, however, is worth billions, indicating significant untapped potential for mezcal producers. Within the Middle East, the United Arab Emirates and Saudi Arabia are among the leading markets, driven by their strong luxury hospitality sectors. In Africa, South Africa stands out as a promising hub due to its established alcoholic beverage culture and growing consumer appetite for imported spirits. The combination of rising disposable income, especially among younger demographics, and increasing exposure to global trends supports the expansion of mezcal in the region.

Market Share

In terms of market share, mezcal still holds a small portion of the broader spirits industry across the Middle East and Africa. Whiskey, vodka, rum, and tequila dominate the premium spirits landscape, but mezcal’s share is rising steadily as awareness spreads. Global mezcal brands such as Del Maguey, El Silencio, and Mezcal Vago are beginning to penetrate these markets through distribution partnerships and selective presence in premium outlets. Imported mezcal accounts for nearly all the regional share, as there is no local production due to geographical and regulatory constraints. Distribution is mostly concentrated in urban areas, international airports, and luxury hospitality venues, where consumers are more willing to try novel and exotic beverages. While mezcal’s share is currently modest, its positioning as a premium and artisanal product gives it strong potential to capture higher-value segments of the market.

Market Growth

The growth trajectory of the Middle East and Africa mezcal market is shaped by a blend of social, economic, and cultural factors. Rising tourism in countries like the UAE, Morocco, South Africa, and Kenya is fueling demand for unique international beverages, with mezcal standing out due to its artisanal story and distinctive taste. Another growth factor is the increasing number of cocktail bars and mixology-focused establishments that are incorporating mezcal into innovative drink menus.

From a demographic perspective, younger consumers are a major driver of growth. Millennials and Gen Z in urban centers are adventurous in their consumption habits, and they are willing to pay more for premium, authentic experiences. Additionally, as international trade barriers reduce and logistics infrastructure improves, importing mezcal is becoming more feasible, expanding accessibility across the region. Forecasts indicate that the Middle East and Africa mezcal market could grow at a double-digit compound annual growth rate over the next five to seven years, outpacing many traditional spirit categories.

Market Demand

The demand for mezcal in the Middle East and Africa is being shaped by the premiumization of alcohol consumption. Consumers in affluent economies of the GCC are particularly drawn to high-end experiences, including fine dining and craft beverages. Mezcal aligns well with this demand due to its artisanal appeal and versatility in cocktails. Demand is also notable in African markets such as South Africa, where a strong bar and nightclub culture exists, and in Nigeria, where an expanding middle class is experimenting with new lifestyle products.

Tourism-driven consumption is another demand driver. International travelers in African safari destinations and Middle Eastern luxury resorts are increasingly exposed to mezcal, creating a cycle of awareness and preference. Meanwhile, the growth of online retail channels across the region has boosted direct-to-consumer demand, making it easier for individuals to purchase premium spirits without relying solely on traditional outlets. Overall, demand is expected to strengthen as awareness grows and distribution channels expand.

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Market Future Insights

The future of the Middle East and Africa mezcal market appears promising, with several opportunities for sustained growth. As urbanization accelerates and the middle class expands, more consumers are expected to embrace premium artisanal spirits. Mezcal’s unique identity, rooted in Mexican heritage and traditional production techniques, gives it a competitive edge in appealing to consumers who value authenticity.

One important factor shaping future growth will be the role of digital marketing and storytelling. Brands that successfully highlight mezcal’s origins, artisanal production, and cultural significance will resonate strongly with younger, globally connected audiences. Strategic collaborations with bars, restaurants, and luxury hotels will further strengthen brand visibility. Additionally, the rise of mixology culture across the region will ensure mezcal’s continued presence in high-end cocktails.

Regulatory landscapes in certain Middle Eastern countries may pose challenges, particularly where alcohol consumption is restricted. However, countries with more liberalized hospitality sectors, such as the UAE and South Africa, will serve as key growth hubs and gateways to broader regional expansion. Over the long term, increasing trade partnerships, expanding retail distribution, and rising consumer education are likely to position mezcal as a significant player in the premium spirits portfolio across the Middle East and Africa.

Conclusion

The Middle East and Africa mezcal market, while still developing, holds strong potential within the premium spirits segment. Driven by tourism, urbanization, premiumization, and changing consumer preferences, mezcal is slowly carving out a niche in luxury hospitality venues and metropolitan areas. Although its current market share is small, growth prospects are robust, supported by demographic shifts and rising demand for artisanal products. With strategic investments in awareness campaigns, partnerships, and distribution, mezcal could evolve into a sought-after spirit across the region in the coming years.

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