Casa Don Javier and the challenges/opportunities of selling tequila in the USA. Insights from Margaret Medina
Throughout the semester, the Tequila Project team had the task to research deeply the tequila market in the United States, specifically the challenges and opportunities of selling tequila in the USA. In our research we found that the United States is currently the leading consumer country of tequila in the world, which makes it both a challenge and an opportunity for tequila Casa Don Javier to entry the market in the United States. It is a challenge because there are significant amounts of tequila brands competing to lead in the tequila market in the United States. However, tequila Casa Don Javier shouldn’t be discouraged because it is an opportunity since the consumption of tequila continues increasing in the United States each year. Also, this tequila brand offers 100% percent tequila products, which is an advantage because premium tequilas and tequilas with ‘good quality’ are currently trending and attracting more consumers. Another challenge that Casa Don Javier is facing is that they haven’t introduced their product in Mexico due to the high price taxes of selling tequila, and consequently they haven’t built a reputation directly with consumers. However, this brand has acquired prestige and recognition by receiving awards, such as an award won at the San Francisco World Spirits Competition. Lastly, an additional and important advantage is that there are numerous options of entering the tequila market in the United States, such as contacting distributors in Texas, contacting distributors in California, becoming a wholesaler in California, or considering the option of online retailing.
Insights from Cesar Manzo
The Casa Don Javier project in Guadalajara, Mexico was an amazing experience for me to improve my public speaking skills, team-work and leadership. One of the things that I love about this project was the bilingual component to the presentation. It was amazing to learn about the Tequila production and how it plays a big role in the Mexican culture. It is something to be proud for Mexico how the international recognition for tequila keeps growing and that is reflected in the demand. The culture of Mexico is amazing especially their food is something that I cannot describe with words. The historical places show how Mexico is full of history and tradition.