Tequila for national consumption as a window of opportunity for the small agavero producer

Abstract

The objective of this research was to determine the degree of knowledge that the inhabitants of the Guadalajara Metropolitan Area (made up of the municipalities Guadalajara, Tlajomulco de Zúñiga, Tlaquepaque, Zapopan and Tonalá) had regarding tequila and the brands produced in Los Altos of Jalisco. For this, a survey consisting of five questions was designed, which was applied in the central square, center or zócalo of each municipality. The results show that the big brands, when acquired by international companies, focused their attention on capturing the consumer in international markets, since the prices of the same products that they export have been out of the pocket of those who like That drink, so it could be considered that the big brands, have left the national market a little behind, of course they did not abandon it completely, but it stopped being their main objective. Therefore, it can be concluded that the national market is the window of opportunity to join the small and still unknown producers to work together and in a grouped way, they are able to standardize a series of products that being of the same quality and same packaging, they can cover the national market, and perhaps, in the future, become a large company distributed throughout the territory and begin the export process only with national capital.