Why Your Establishment Needs a Mexican Vodka

At Luma Vodka Mexicano, our mission is to prove to the world that Mexico can make more than just beer and agave spirits - Mexico is capable of producing world class vodka too. Quite obviously, a major part of our mission involves showcasing our Mexican vodka to various bars, restaurants, and retail outlets. 

Even though our product is always well received, it's quite normal to get rejections for a variety of reasons. The most frequent reason for rejection we get is something along the lines of "your vodka is great but our establishment is not Mexican and therefore a Mexican vodka wouldn't fit in." At first when we would get this reason for rejection, it made sense. To give an example, why would an Italian restaurant want a Mexican vodka as part of their portfolio? But the more we thought about it, the more we realized this was misguided. Regardless of what your establishments's theme is, we believe it is extremely beneficial to have a Mexican vodka on the menu. Here's why:

The Growth and Economic Power of the Mexican-American/Latino Community

The Mexican-American population has grown by 79% in the last two decades alone. In 2000, the Mexican-American population was 20.9 million, and by 2021, this number had soared to 37.2 million. Mexican-Americans are 60% of the United States' total Latino population, which is expected to grow from 19% of the total U.S. population in 2021 to 28% of the total U.S. population in 2060. 

Quite simply, as time goes on, more and more of your establishment's patrons will be Mexican-American. Just looking at sheer numbers alone, having items in your spirit portfolio that appeals to this demographic would be wise. A Mexican vodka is an item that fits that description quite nicely!

But this story goes far beyond numbers alone - the Mexican and Hispanic community in the U.S. has enormous economic power that is impossible for establishments to ignore. The U.S. Latino population contributed $3.6 trillion to U.S. GDP in 2022. If U.S. Latinos were their own country, it would be the fifth largest economy in the world. If your establishment does not have items that appeal to the Mexican and Latino community, those valuable dollars will happily flow elsewhere. 

This begs the question then, is a Mexican vodka something that will appeal to this demographic? The short answer is yes, very much so. 

Mexican-Americans and Latinos have Immense Brand Loyalty To Products They Can Relate To

80% of Mexican households are multilingual and strongly prefer brands with Spanish-language packaging. The majority of Mexicans and Latinos shop at Hispanic grocery stores because these stores carry more brands that appeal to them. When members of the Mexican or Latino demographic see themselves represented in a product, they are far more likely to develop brand loyalty.

Take Modelo beer as an example. In June 2023, Modelo overtook Bud Light as the nation's top beer brand. This success was driven by many factors, but primarily because Modelo appealed to the economically strong and rapidly growing Mexican and Latino demographic. As a Mexican beer, Modelo made a concerted effort to appeal to this demographic in the U.S., unlike its competitors, and reaped the benefits over time.

If your bar has a Mexican vodka like Luma on the menu, as opposed to Tito's or Grey Goose, you will be more likely to appeal to this demographic and enjoy the rewards. Additionally, products with a Mexican flair don't just appeal to Mexicans; they also resonate with younger Americans as Mexican food and culture become more mainstream.

Mexican Food and Culture is Becoming More Mainstream Among Non-Latinos

As the Mexican population grows, the more prevalent Mexican culture becomes among non-Latinos in the United States. As a result, consumer interest in Mexican products has been growing significantly in recent years, driven by changing tastes and increased exposure to Mexican culture. 

Google searches for "Mexican food" increased by 27% annually from 2014 to 2019, and by 18% annually from 2019 to 2021. Additionally, 45% of Gen Z consumers would choose Mexican cuisine if they could eat only one type of food for the rest of their lives. American food & beverage companies are capitalizing on these trends by launching Mexican-inspired products, or purchasing Mexican companies outright (like Cholula and Topo Chico to name a few). More notably in the alcoholic beverage space, Spirit of Gallo bought a minority stake in Mexican Gin brand Condesa. 

This goes to show one simple thing - having a Mexican vodka on the menu doesn't just appeal to Mexicans and Latinos, it appeals to Americans too! 

Closing Thoughts

Vodka remains the U.S.' top selling spirit category, and is likely an integral part of your bar program. Regardless of your establishment's theme, having a Mexican vodka as part of your bar program can appeal to not only the increasingly important Mexican-American/Latino community, but also to American consumers as well. Times are changing, and simply having your usual Tito's/Smirnoff/Grey Goose lineup won't cut it anymore.

Interested in carrying Mexican vodka? Get in touch with us here to get Luma Vodka!

If you to know how a Mexican vodka can transform your bar program, read our article here.