El entorno competitivo del mezcal: La estrategia de las grandes compañías de bebidas espirituosas frente a los pequeños productores de mezcal

The purpose of this paper is to analyze growth strategiesfrom large spirits companies, their impact on mezcalmarket and the implications on local artisanal mezcalproducers in Oaxaca, Mexico. As a case of study, thecompetition strategies of the main spirits companies areanalyzed globally through reports and differentdatabases, information that is complemented and relatedto interviews conducted with different mezcal producersand marketers in the State of Oaxaca, Mexico. It isconsidered that the best strategy that mezcal producerscan follow is to direct the product directly to the finalconsumer highlighting socio-cultural elementsincorporated in the product.