The health emergency caused a 41 percent increase in beer consumption, as Mexicans went from drinking the equivalent of 130.7 cans per capita during the first five months of last year to 183.9 cans in the same period this year, that is, 53 additional cans in just one year. Compared to the same period in 2019, prior to the pandemic, the rise was 7 percent, according to INEGI data.
It is estimated that in the first five months of this year, Mexicans drank around 5 billion 462 million liters of beer, an equivalent of 30.6 six-packs of beer or 183.9 cans. In 2020, with the coronavirus pandemic, beer consumption habits changed, there was a shortage because for a couple of months beer production was banned, meetings could not be held, there were no bars, concerts, or stadiums, so most consumption occasions migrated to the home, which boosted the consumption of light, ultra, craft and zero alcohol categories.
Social consumption was strongly affected by the closure of bars, but also of sporting events, concerts, and, in general, mass gatherings around the world. Although new consumption moments were discovered at home, opening a beer on atypical days and times, the imbalance was imminent. Due to the above, Grupo Modelo and Heineken bet on generating new consumption occasions, by integrating into their portfolio offers of beers with zero or low alcohol content and fewer calories, such as Pacífico Suave, Victoria 1.8, Corona Ligera, Heineken 0.0, and Amstel Ultra Seltzer.
Young people between the ages of 33 and 40 increased the occasions for drinking beer. Lunch and dinner continued to be the most important times for beer consumption, as well as snack time in the second half of the day. In Mexico, Modelo is the most searched brand online with 10.6 percent, followed by Victoria with 9.06 percent, Corona with 9.01 percent, and Ultra with 7.13 percent, while the remaining searches are for Tecate, Pacifico, Miller, Indio, Martens, and Guinness.
Craft beers took advantage of the scarcity of Modelo and Heineken's portfolio last year and captivated new consumers, the result is that this 2021 they could close with 1 percent of national beer consumption. Last year, around 15 craft beer producers closed their doors, especially those brands that depended on consumption in restaurants, bars, and specialized breweries.