SWOT Analysis of the Mezcal Industry in Mexico for the Creation of Competitive Strategies

Nowadays, mezcal has a great prestige in the world. In recent years the commercialisation of mezcal has increased by 110% in the national market, which expresses a growing trend in consumption. The objective of this research was to carry out a SWOT analysis of the mezcal industry in Mexico, so first a description of the mezcal beverage was presented, then the problems of this sector, followed by an exhaustive review of the current situation, factors that make the mezcal industry weak, the threats it presents and the strengths and opportunities that are being generated in Mexico due to the increase in the trend of consumption at a global level. It should be noted that a qualitative methodology of the hermeneutic type was used, through a documentary review of relevant scientific and academic publications such as Redalyc, Mendeley, Science Direct, Scopus, Conricyt, Scielo, Trade Maps databases and some reports and official pages of the Federal Government and some regulatory bodies of this spirit drink. The findings obtained allowed us to identify the current strengths, opportunities, weaknesses and threats of the mezcal industry in Mexico. Finally, it is considered that the timely reading of these factors of the internal and external environment through SWOT analysis is fundamental and contributes to the creation of competitive strategies for mezcal companies in Mexico.