Premiumization — the idea that consumers should drink less, but better, is a trend that is driving the beverage market. A recent premium trend proliferating the market is the production and consumption of mezcal, a liquor made from tropical agave plants.

Danny Brager, senior vice president of New York-based Nielsen’s Beverage Alcohol Practice, notes that mezcal sales doubled from 2012 to 2016, increasing by 30 per-cent. It also reported that Mexico now exports mezcal to 52 countries.