The global mezcal market size in Japan was valued at USD 12.6 million in 2025 and is expected to grow at an 11.9% CAGR from 2025 to 2035. The industry valuation is expected to reach USD 39.1 million by 2035. One major factor driving this growth has been the increasing consumer preference for artisanal and authentic spirits, which is in line with a greater appreciation for the heritage of Mexico and the premium drinking experience.
Japan's ever-transformative alcohol landscape is now in a shift toward hinterland imports and culturally rich liquors. More and more, an urban movement away from popular international tequila is allowing this traditional agave-based spirit to be identified by its distinct flavors and stories of production, imbued with concepts of craft, locality, and sustainability. Authenticity and uniqueness are characteristics sought by today's alcohol-discerning, urban-dwelling millennials; romance has been soaked into this through offerings by Latin American liquor producers.
The high-end bars and upscale retailers entering to offer unique tasting experiences propel expenditure growth at the higher end. In recent months, this trend has been complemented by partnerships with Japanese distributors to promote the spread of awareness and further education for Mexican producers while harnessing the increasing presence of brands in marketing. The popularity of cocktail culture has also rendered this spirit more relevant with the signature drink menus of mixologists.
Besides shifting terms of taste, regulations also seem favorable because there are clear customs and trade routes that would ease the importation process for variants. The government's advocacy for diversification of trade with the Latino block bolsters the industry's foundation. Japan's resurrection of tourism post-pandemic will also enhance consumption in a hospitality-embedded fashion.
The mezcal market in Japan is now bound for strategic expansion. While consumption is primarily in the metropolitan areas of Tokyo and Osaka, there is a growing interest from regional markets. Awareness campaigns will continue to boost investments in sustainable sourcing practices and product differentiation, which will, in all likelihood, dictate competition for the next decade.
By product type, mezcal Joven accounts for a share of 82.5%, and Mezcal Reposado holds 10.0% of the total share.
The unaged and clear kind of mezcal - Mezcal Joven - is expected to remain the front leader of the product in Japan because of its versatility, widespread popularity among consumers benefiting true Mexican-made spirits, and consideration by bartenders and cocktail creators. Household variations are still emerging today, as fresh young mezcal has become a hot favorite in cocktails, especially in the developing Japanese cocktail scene.
Well-positioned Joven products in Japan are those of Mezcal Vago, Del Maguey, and El Silencio, all highly benefiting from the spectacle of craft spirits synonymous with premium and artisanal products. Slowly but surely, Japanese consumers, now attaching cocktails and alternative spirits, have drifted towards Mezcal Joven.
Projected marketing figures for Mezcal Reposado may reach 10% by 2025. Demand could keep pressure even, but this segment will always play second fiddle to Joven. This aged mezcal ranges from 2 to 12 months, resting in an oak barrel, resulting in a rather smoother and more refined spirit profile with deeper smoky and woody notes.
The niche is being driven mainly by consumers seeking a sophisticated, aged spirit. Brands such as Ilegal Mezcal and Montelobos have been promoting their Reposado lines, targeting the premium and luxury segments mostly to Japanese connoisseurs and collectors. However, the versatility and strong presence of Joven cocktails will continue to hurt Mezcal Reposado's growth in this arena.
By concentration, the industry is segmented into 100% Tequila, with a share of 52%, and Mixed Tequila, with a revenue share of 48%.
100% Tequila is a premium product made only from blue agave, which the consumers look for for authenticity and pure, high-quality spirit. The increasing demand is stimulated by the acceptance of craft and artisanal products in Japan for 100% Tequila, especially in high-end cocktail bars and among tequila connoisseurs.
Brands like Patrón, Don Julio, and Clase Azul have established their presence in Japan, offering a premium product that suits consumers' tastes and demands the smoothness and purity of 100% agave tequila. The growth of this segment will only gain momentum along with the rising trend of cocktails with Tequila as Margaritas, which have high popularity in the booming cocktail neighborhoods of Japan.
Mixed Tequila is on the other end and would have a market share of 48% in 2025. These tequilas, made with mixed agave and sugars, are generally the more affordable and entry-level participants in a category. Their lower pricing makes these tequilas more suitable to be consumed seriously in casual drinking situations, where consumers seek value without too much loss in flavor.
Brands such as Jose Cuervo and Sauza dominate the mixed tequila sector with various product offerings that appeal to both mass-market and budget-oriented consumers. This category may expect moderate growth, mainly due to stiff competition from the amortized 100% Tequila section.
In Japan, consumer behaviors are increasingly influenced by product storytelling, flavor integrity, and cultural engagement. Younger consumers and those within metropolitan nightlife ecosystems value mezcal's artisanal roots and sustainability narrative over mass-produced alternatives.
Across industrial monitoring and healthcare sectors, mezcal is gaining attention more from a corporate gifting and hospitality angle. Premium offerings are used in brand partnerships, employee engagement programs, and curated client experiences, favoring variants with high traceability and exclusive design.
Environmental and social responsibility remain pivotal purchasing criteria. Consumers now expect brands to demonstrate alignment with fair trade practices and environmentally sound production. Thus, brands that emphasize ecological distillation methods and community-based farming are perceived as more desirable in Japan's competitive premium spirits landscape.
Japan experienced slow growth between 2020 and 2024 due to the growing interest in premium, authentic liquor and the high demand for foreign drinks among millennials. The industry was dominated by the introduction of Mezcal as a premium brand, with artisanal quality offerings to appeal to sophisticated consumers.
Unaged Mezcal Joven was the market leader, with Japanese consumers enjoying its full-bodied flavor. Expansion in distribution through specialty liquor stores and internet selling broadened the product's availability. Mexican or Latin American restaurants and bars also played a role in shaping the industry by making this liquor mainstream.
Until 2025 to 2035, the consumption of this alcoholic drink will continue to grow steadily, though growth in aged styles, including Mezcal Reposado, will underpin this trend. More palates and flavors will be explored as consumers search for new, richer drinking experiences. It will also become more mainstream through various retail channels, ranging from specialist stores to mass-market supermarkets. With increasing consumer demand and increased acceptability, the product will take a more significant position in Japan's liquor market.
A Comparative Market Shift Analysis (2020 to 2024 vs. 2025 to 2035)
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Concentration on Mezcal Joven and craft offerings | Movement towards older varieties, such as Mezcal Reposado, across diverse flavor profiles |
| Specialty liquor stores, bars/restaurants, and new online channels | Wider penetration across retail channels, including chain supermarkets |
| Increased popularity among premium, genuine spirits among youth consumers | Increased mainstream booze culture acceptance of Mezcal |
| Strong demand for Mezcal Joven (unaged) products | Sustained demand for aged versions (Mezcal Reposado) |
| Authenticity controls through the Japan Mezcal Tequila Association | Increased regulatory support and collaborations to ensure product integrity |
One of the primary risks to the industry is the volatility of international trade dynamics, especially concerning Mexico-Japan import frameworks. While current agreements are favorable, changes in tariffs or certification standards could disrupt supply chains and increase operational costs for importers.
Another risk lies in cultural adaptability. Although interest is rising, this liquor remains a niche spirit compared to whisky, sake, or shochu. Consumer education gaps and limited mainstream exposure pose challenges for mass adoption, potentially slowing down penetration outside high-end retail and hospitality spaces.
Lastly, the supply-side risk, particularly from Mexico, presents a concern. Agave harvest cycles, climate-related production disruptions, and artisanal batch limitations can result in supply inconsistency. These factors may affect brand reliability in Japan, making it harder for distributors to scale operations or commit to long-term retail partnerships.
Mezcal is increasingly being positioned as an upscale spirit in Japan's dynamic, changing alcoholic beverage market. As of 2024, Japanese imports of the spirit rose more than 30% over the prior year, indicating a strong increase in recognition and experimentation.
Though it represents a relatively modest proportion of the spirits category, availability in fashionable bars and liquor boutiques in Tokyo and Osaka has grown considerably. The expansion is spurred by rising demand for handcrafted, heritage-based drinks and appreciation for precise, craft-based production techniques that Japanese consumers associate with traditional distillation and agave roasting.
The boom in Japan’s cocktail culture also fuels its growth. More mixologists are now using it in Japanese-style craft cocktails, often emphasizing the smoky nuance to highlight or contrast indigenous ingredients such as yuzu, shiso, and matcha. Trade events, spirits expositions, and educational tastings are exposing sommeliers and bartenders to the category and increasing their awareness of its diversity and terroir.
Moreover, the rise of e-commerce in Japan has facilitated increased access to various expressions, including limited and small-batch releases. With Japanese consumers still pursuing distinctive and sophisticated drinking experiences, the mezcal market is well-placed to gain increased traction in the premium spirits segment.
Japan shows high sales of liquor because of the premiumization that comes along with an artisanal heritage and experimental flavor profiles among selective consumers. Traditionally, Don Julio dominated tequila but has expanded its premium portfolio to capture a growing interest among Japanese consumers in this category of alcoholic beverages.
Casa Armando S.A. de C.V., on the other hand, has great storytelling about how it makes its mezcal in Oaxacan and really brings that into a culture that values authenticity. El Silencio Holdings INC is getting much exposure as it puts its product in trendy bars and high-end restaurants, so it is appealing to young, experience-seeking consumers. Bacardi Limited and the Diageo Plc. Include offerings in their premium spirits portfolio, leveraging the distribution networks that each company has built across Japan to expand the awareness of mezcal.
Other niche companies like Fidencio and Desolas highlight the importance of organic production and sustainability, ideas that are valued highly in Japan. For their part, Craft Distiller and Destileria Tlacolula continue to create a niche through special editions and small-batch artisan production. By and large, Japanese consumers turn to small-batch, authentic, premium spirits; hence, powerful storytelling through brands, heritage positioning, and experiential marketing remain critical differentiators in this industry.
Market Share Analysis by Company
| Company Name | Market Share (%) |
|---|---|
| Don Julio | 18 - 22% |
| Casa Armando S.A. de C.V. | 14 - 18% |
| El Silencio Holdings INC | 12 - 16% |
| Bacardi Limited | 10 - 14% |
| Diageo Plc. | 9 - 12% |
| Other Players | 24 - 28% |
Key Company Insights
Don Julio maintains a leading presence in the Japanese mezcal market with an estimated 18-22% share, leveraging its strong brand equity in premium agave-based spirits. By introducing expressions that combine traditional craft with modern branding, Don Julio successfully appeals to both luxury and heritage-conscious consumers.
Casa Armando S.A. de C.V. captures approximately 14-18% of the share, positioning itself as a champion of authentic Oaxacan mezcal using artisanal methods. El Silencio Holdings INC holds about 12-16%, focusing on building aspirational lifestyle branding tied closely to urban nightlife culture in Tokyo and Osaka.
Bacardi Limited earns a 10-14% stake by linking its mezcal products to its current premium spirits network, maximizing brand exposure among bars, hotels and upscale retailers. Diageo Plc. has about 9-12%, building on its premium craft spirits play by selectively offering mezcal expressions by way of its recognized luxury brand platforms.
The industry is segmented into Joven, Reposado, and Anejo.
The segmentation is into 100% Tequila and Mixed Tequila.
The segmentation is into Kanto, Chubu, Kinki, Kyushu & Okinawa, Tohoku, and the Rest of Japan.
The industry is projected to reach USD 12.6 million in 2025.
The industry is forecasted to grow to USD 39.1 million by 2035.
The growing interest in premium artisanal spirits and increasing consumer experimentation with international alcoholic beverages are fueling demand.
Mezcal Joven is the most prominent segment in the industry.
Key companies include Don Julio, Casa Armando S.A. de C.V., El Silencio Holdings INC, Fidencio, Desolas, Drink Monday Inc., Bacardi Limited, Familia Camarena Tequila, Craft Distiller, Destileria Tlacolula, and Diageo Plc.
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Mezcal Industry Analysis in Japan
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