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Current Country: México

Selected Country: Japan

Japan was selected because of its strong cultural differences compared to Mexico: discipline, rational consumption, attention to aesthetics, deep respect for tradition, and appreciation of detail.

Product to introduce: Tequila Premium (100% agave. special edition to export).

A product with denomination of origin, a symbol of Mexican culture, and internationally recognized as a premium spirit.

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CHARACTERISTIC OF THE NEW MARKET AND SEGMENT. 

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CHARACTERISTIC OF THE NEW MARKET AND SEGMENT. 

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Sophisticated and demanding consumers

Japanese buyers value premium and traditional drinks (e.g., sake, whisky).

Fit: Tequila can be positioned as a luxury spirit with heritage.

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High appreciation for presentation and aesthetics

Packaging and design strongly influence purchasing decisions.

Fit: Elegant bottles and special editions would be attractive.

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Curiosity for exclusive foreign products

There is a growing interest in imported beverages such as wine and Scotch whisky.

Fit: Tequila is exotic, unique, and culturally attractive.

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Preference for social drinking

Alcohol is mainly consumed in bars, restaurants, and social settings.

Fit: Tequila can be introduced through cocktails adapted to the Japanese palate (e.g., margaritas, tequila tonic).

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Tasting events and Mexican cultural experiences in Tokyo and Osaka.

Collaborations with Japanese bartenders and influencers.

Digital campaigns highlighting exclusivity, heritage, and craftsmanship.

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Rational but emotionally influenced consumers

Purchases are guided by quality and safety, but also by the desire for unique experiences.

Fit: Tequila combines both—certified quality + cultural identity.

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Elegant, minimalistic bottles with bilingual labels (Japanese–Spanish).

Luxury gift boxes (very common in Japan for business gifts).

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Focus on añejo and reposado tequila (smoother, premium taste).

Promote softer cocktails with fruit and green tea to match local preferences.

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Premium bars, high-end restaurants, duty-free shops, and luxury department stores like Mitsukoshi or Takashimaya.

Online platforms such as Rakuten and Amazon Japan.

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Joint Venture with a Japanese Liquor Distributor

Provides access to established bar and restaurant networks.

Ensures compliance with Japan’s strict alcohol regulations.

Builds trust with consumers through association with a local partner.

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INRERNATIONAL ORGANIZATION THAT MAY SUPPORT THE COMPANY. 

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INRERNATIONAL ORGANIZATION THAT MAY SUPPORT THE COMPANY. 

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Consejo Regulador del Tequila (CRT): certification of authenticity.

ProMéxico / Secretaría de Economía: Mexican export support.

JETRO (Japan External Trade Organization): assistance for foreign companies entering Japan.

World Trade Organization (WTO): trade framework.

Mexican-Japanese Chamber of Commerce and Industry (CANAJA): networking opportunities.