MEXICO: Non-alcoholic beverages consolidate their presence in Mexico

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Dr. Bethlem Boronat of EAE Business School analyzes how consumers and the spirits industry are changing in the face of the trend toward non-alcoholic beverages.

Young people are looking for social and culinary experiences that don't affect their well-being or performance, and the industry is responding to that demand.

— Dr. Bethlem Boronat, professor at EAE Business School

MEXICO CITY, MEXICO, September 23, 2025 / EINPresswire.com / -- Alcohol consumption in Mexico is torn between two worlds. On one hand, there are efforts by entities such as the Ministry of Health to raise awareness about beverage consumption and promote healthier habits and self-care; on the other, there is the growth of the sector in Mexico, which projects growth at an annual rate of 5.8% between 2025 and 2034, according to Expert Reports.

Although figures published by the Alcohol Action Network (RASA) state that more than

90% of Mexicans consider the consumption of alcoholic beverages to be a major or moderate problem, the market has opened up a series of facilities that are contributing to the growth of this market, such as online sales and wine cellars, which reduce the time and costs to easily access these products.

Some argue, however, that beverages considered alcoholic include products with a low percentage of alcohol, which in many Latin American and European markets have become a much friendlier new consumption option, along with non-alcoholic beverages, especially preferred by younger generations.

This trend of non-alcoholic consumption is on the rise on the continent and has ceased to be viewed with suspicion and has become a new alternative for consumers. This is explained by Dr. Bethlem Boronat, professor, researcher, and expert in Business and Innovation at EAE Business School, part of the higher education network Planeta Formación y Universidades.

"What we are seeing is a cultural shift that goes beyond the simple choice of beverage," she explains. "Young people are looking for social and gastronomic experiences that don't compromise their well-being or performance, and the industry is responding to that demand."

Could this be an option that will catch on in the Mexican market? The benefits of diversification in this sector have yielded positive results and opened the door to new experiences.

The "Non-Alcoholic" Revolution in the Industry
A recent report by EAE Business School highlighted how major brands such as Tankeray, Seagram's, and Ballantine's have begun to transform their portfolios, producing gins with alcohol and "light" whiskeys with half the alcohol content. The wine industry has also entered this market strongly with dealcoholized products, with an advantage in its favor: alcohol levels do not significantly impact flavor preservation.

For a beverage to be considered "alcohol-free," it must contain less than 0.5% alcohol (0.05% in the UK). Completely alcohol-free options carry the 0.0% label.

Innovation in dealcoholization processes has allowed these products not only to replicate the flavor of traditional versions, but also to offer increasingly sophisticated consumer experiences.

"The key is that they are no longer perceived as lower-value substitutes, but as premium alternatives capable of generating pleasure and exclusivity," explains the EAE Business School expert. "Technological innovation and changing social perceptions have opened the door to a market with enormous potential."

As a gastronomic experience, non-alcoholic beverages have contributed to the possibility of enjoying meals at unorthodox times such as lunch or afternoon. Many restaurants now offer semi-alcoholic pairings. The trend is beginning to make its way into non-alcoholic wine and cocktail lists, where gourmet packaging design and partnerships with prestigious festivals or events contribute to normalizing their consumption.

New preferences for an expanding market.
The social perception that preferring non-alcoholic beverages is a cause for ridicule or not much fun is becoming a thing of the past. These products have acquired a new status as access to different, but not "second-rate" experiences. And this has been supported by highly influential figures in the media.

Celebrities such as Mario Casas, Nathy Peluso, and Miley Cyrus have publicly shared their decision to reduce or eliminate alcohol from their lives, representing a strong influence on the perception of young people, especially those of Generation Z, who have most strengthened this trend of alcohol-free fun.

The EAE Business School report projects that this phenomenon will continue to consolidate in the coming years, with an increasingly diversified and higher-quality offering. Non-alcoholic beverages have become socially normalized and have also become much more sophisticated, and everything indicates that they will cease to be a niche issue and become a regular part of gastronomic and social experiences.

"Reducing alcohol consumption does not mean giving up the rituals of sharing, celebrating, or enjoying. "It means redefining them with more inclusive and responsible options that respond to a consumer who today prioritizes both health and enjoyment," concludes Dr. Bethlem Boronat.