Mexico City, February 27, 2025.— In an effort to understand consumer preferences for Mexican spirits such as mezcal and tequila, researchers at the theUniversidad Panamericana Mexico CityUniversidad Panamericana are using machine learning to decipher behavioral patterns and preferences.
The Project Predicting the characteristics of Mexican spirits consumers using machine learning tools aims to identify the key factors that influence the perception and enjoyment of these beverages, providing strategic insights for the industry.
This is a study being conducted by a multidisciplinary team at the Universidad Panamericana Mexico City Universidad Panamericana , led by Dr. Claudia Ariadna Acero Ortega, a research professor at the ESDAI School of Hospitality; Dr. Antonieta Martínez Velasco, a research professor at the School of Engineering; and Dr. Sergio Erick García Barrón, postdoctoral researcher at ESDAI.
An innovative approach to understanding consumers
The project arose from the need to study sensory and hedonic aspects (related to the level of enjoyment) of Mexican spirits, which have not been comprehensively addressed in previous research.
Unlike most studies that focus on the chemical composition, fermentation processes, and authenticity of beverages, this research focuses on sensory analysis and consumer preferences, taking into account variables such as product experience, age, income, and geographic location.
“The Mexican spirits industry has grown significantly in recent years, especially in the international market, which is why it is crucial to understand which factors influence consumer preference”, explains Dr. Claudia Acero.
The Importance of the Distilled Spirits Industry in Mexico
The spirits industry in Mexico is a major economic sector. According to data from the National Chamber of the Transformation Industry (CANACINTRA), it reached a market value of $3.4 billion in 2024.
This growth has been driven largely by the rising demand for artisanal products such as mezcal, tequila, and raicilla—beverages that have gained popularity both domestically and abroad.
“These beverages have not only economic value but also cultural value. That is why it is important to understand what factors influence their consumption and how consumers perceive their taste and quality,”, said Dr. Sergio García.
Machine learning to analyze consumer behavior
To conduct this study, the researchers collected data through questionnaires, which were then cleaned and validated. Subsequently, they applied unsupervised , which allowed them to identify patterns and cluster consumers based on their similarities.
“Unsupervised learning allowed us to identify common characteristics among consumers, such as their experience with the product, age, income level, city of residence, and level of education,”, explained Dr. Antonieta Martínez.
Who are the consumers of Mexican spirits?
Among the study’s most significant findings was the observation that consumers of Mexican spirits tend to be between the ages of 18 and 24. Furthermore, experience with the product—that is, the length of time they have been drinking these beverages—is a key factor in their level of satisfaction.
The study also examined consumption in four key cities: Mexico City, Durango, Guadalajara, and Oaxaca. Mexico City stood out as the city with the highest mezcal consumption, while Oaxaca, as the leading producer of this beverage, showed significant consumption but with different patterns.
Implications for the industry and practical applications
The findings of this study have significant implications for the alcoholic beverage industry in Mexico. By gaining a better understanding of consumers, companies will be able to design more effective marketing strategies tailored to the tastes and preferences of each segment.
“This study does not aim to directly generate marketing strategies, but rather to provide valuable information that can serve as a foundation for companies to develop their own strategies,”, noted Dr. Acero Ortega.
UP: A Space for Multidisciplinary Research
This research exemplifies the Universidad Panamericana commitment Universidad Panamericana innovation and a multidisciplinary approach, bringing together experts in microbiology, consumer science, sensory evaluation, and machine learning.
“Multidisciplinary research does not dilute individual approaches, but rather complements them, enriching the results of the research process,”, said Dr. Martínez Velasco.
In addition, the team has requested support from the Universidad Panamericana present the results at the 6th Congress of the Spanish Association of Sensory Analysis Professionals (AEPAS), to be held in June of this year in Lugo, Spain. This support will be finalized once the conference organizing committee confirms acceptance of the paper.
“We invite all members of our community to take the initiative to conduct research that involves people from different fields of knowledge. This not only enriches the projects but also opens up new opportunities for solving complex problems”, the researchers concluded.
This project not only contributes to our understanding of consumer behavior regarding Mexican spirits, but also establishes the Universidad Panamericana a leading institution in applied and multidisciplinary research.
Learn more about the Universidad Panamericana research activities at: https://www.up.edu.mx/investigacion-noticias/
