Mexico occupies the fourth position in the beer market worldwide. Within this universe, craft beer has managed to sneak into a market niche.

It is estimated that in 2015, craft beer achieved growth between 30 and 40% annually, hinting at a promising future for this industry. What does it take to position craft beer in the gastronomic and restaurant market?

Reduce costs

Due to the taxes, 26.5% Special Tax on Production and Services (IEPS) and 16% VAT, craft beer pays three times more than a commercial brand, which leads producers to increase their prices. For this reason, last March, the Beer Association of the Mexican Republic (Acermex) presented to the Chamber of Deputies the initiative "Fixed Quota for Mexican Beer" so that the tax scheme is equitable for both craft and industrial beers, which would achieve that the craft beer market is established as such.

Define the concept

The only definition that currently exists to consider a craft beer is the same distinction with which this variety is governed in the world:

• Being a small brewery, that is, having a production equal to or less than 6 barrels per year,

• Be independent, that less than 25% of the brewery is controlled by an entity other than a craft brewer, and

• Be traditional, which means using malt in at least 50% of the brewery products.

This is why the constitution of a Regulatory Council that defines the characteristics of a craft beer would allow to take care of the quality and operation of the companies. 

Business

Most producers agree that, more than a business, it is a work of passion. Thanks to events such as gastronomic or beer festivals, a greater positioning of craft beer is achieved, reaching new market segments. In addition, the craft beer culture is growing, which is causing consumers to increase.

Among the ways to support this growth are opening the commercialization channels of craft beer through specialized establishments and restaurants, greater support for exports, and why not? Greater investment opportunities to open new production plants.

Variety

One of the peculiarities of craft beer is its flavor. Unlike industrial beers, craft beer styles include unique and natural ingredients that make its flavor its greatest appeal.

Production

The main craft beer producing regions in the country are the cities of Tijuana, Ensenada and Mexicali, followed by Guadalajara, the Federal District, the State of Mexico and Querétaro. According to the BeerectorioMX portal, in Mexico there are 499 brewers, between artisan and homebrewers.

The beer industry generates 56 thousand direct jobs, of which 2 correspond to artisan companies, so opening the distribution channels to restaurants and other establishments would be a step towards the competition of both producers (industrial and artisan), in addition of being a way to increase the craft beer offer.