Tequila Was Only the Beginning: Why Mexico Is the Next Great Whisky Hotspot

For years, Mexico has been synonymous with tequila and mezcal, but something striking is happening under the radar: whisky is rapidly gaining ground. And it’s not the older crowd leading the charge, but the younger generation. As a result, Mexico has suddenly stepped into the spotlight, according to a new study by IMARC Group.

Whisky’s growth in Mexico is strongly driven by the cocktail culture. Whisky is increasingly being used as the base for inventive cocktails, served in trendy bars and at lively events.

In cities like Mexico City, Guadalajara, and Monterrey, whisky events, brand activations, and tastings are on the rise. These cities are becoming hubs where bartenders, brands, and curious drinkers come together to explore and learn more about whisky.

Just like Mexican whisky itself, the growth of international whiskies is being propelled by free trade agreements and much-improved distribution networks. As a result, global brands are easier to find than ever, both in stores and online.

Online visibility plays a crucial role. Whisky brands are ramping up investment in social media, influencer partnerships, and digital campaigns tailored specifically to the Mexican market. Thanks to this, the water of life is reaching a whole new audience.

Meanwhile, major whisky companies are deepening their collaborations with local distributors and producers in Mexico. A notable example is Pernod Ricard, which has entered into several partnerships with Mexico’s Casa Lumbre.

All signs point to Mexico becoming a serious whisky destination. And it’s happening not by copying tradition, but by reinventing whisky within a modern, social context.

Is this the start of a new chapter in the whisky industry? What do you think?