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Analysis of the challenges and feasibility of introducing “Mezcal” a Mexican agave spirit to the Irish Market

Dorantes Arevalo, Diana Laura (2022) Analysis of the challenges and feasibility of introducing “Mezcal” a Mexican agave spirit to the Irish Market. Masters thesis, Dublin, National College of Ireland.

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A lack of consideration for the spirits sector can result in lost sales for businesses within the industry, preventing development. The contribution to the Irish economy produced by the drinks industry provides employment for over 90,000 people in Ireland (CSO 2010) and €329.5 million of drinks trade surplus (Revenue commissioners 2009). This is in addition to €213 million in VAT and excise.

The aim of this study is to investigate the current state of the Irish spirits market and analyze the main challenges of introducing a new player, in this case a Mexican agave spirit called Mezcal, to the industry;while taking into account the variables that could affect the decision on the feasibility of the business development, in order to gain a unique perspective from managers in the industry who are responsible for the decision-making process to achieve a positive business level outcome.

Through a cross-sectional survey, the study focuses on four counties in Ireland (Kildare, Limerick, Dublin, and Cork), which the researcher personally visited to provide a self-completion questionnaire to managers in the Irish drinking industry, such as restaurants, pubs, and hotel/bars, using a quantitative research methodology to learn about the management perspective and assess the viability of introducing a new spirit in the Irish market.

A significant lack of previous research for the spirits sector was encountered, as well as limitations of the study such as the negative response from publicans to provide responses regarding the business’s private information. Furthermore, due to managers' regular duties iming was a key factor, which is why a pilot survey was implemented to adapt and obtain better answers.

According to preliminary findings, more than half of the respondents (51.4%) agreed that businesses are willing to sign contracts with a new distributor that offers "Mezcal," while 30.8% disagree, and the remaining respondents are undoubtedly interested in incorporating the agave spirit into their businesses in the near future.

Item Type: Thesis (Masters)
Davis, Gemma
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry
H Social Sciences > HD Industries. Land use. Labor > Trade Regulation
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 06 Apr 2023 15:29
Last Modified: 06 Apr 2023 15:29

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