New Mix sales in Mexico grew at a year-over-year rate of 41% in fiscal year 2016 (ended April 30). This was according to data from the Brown-Forman Corporation.
Overall, the company’s net sales in Mexico increased by 20% during the same year. This growth was driven by higher volumes and prices for New Mix, positive exchange rate effects, and the distribution of new brands under its portfolio. However, these increases were partially offset by declines in the Herradura and El Jimador brands.
New Mix Sales in Mexico
New Mix’s net sales grew 41% in Mexico during the period, reaching $319 million. This increase was driven by strong performance in Mexico, its recent launch in the United States, and a favorable exchange rate effect. Additionally, growth was supported by a higher market share within a rapidly expanding category.
Brown-Forman Corporation’s total net sales in the Mexican market have fluctuated. They fell from $290 million in 2024 to $267 million in 2025.
As a result, Mexico’s share of the company’s total sales fell from 6.9% in 2024 to 6.7% in 2025 and then rose to 8.1% in 2026.
Jimador and Herradura Tequilas
Meanwhile, net sales of El Jimador tequila declined by 2% due to declines in the U.S. and Mexican markets. This decline was partially offset by higher volume in the rest of Latin America and the positive impact of exchange rates. Additionally, an estimated net increase in distributor inventories, primarily in the United States, boosted net sales.
As for Herradura, its net sales fell 9% due to lower volumes in the U.S. and Mexico. However, this decline was partially offset by higher net prices in the U.S. market. The positive impact of exchange rates also played a role. Through these measures, the brand sought to mitigate the impact of the decline in sales volume.
Ready-to-Drink Beverages
Based on reported net sales, Mexico is Brown-Forman’s second-largest market, trailing only the United States. New Mix is the world’s first tequila-based ready-to-drink (RTD) beverage. Furthermore, it has long been the leader in this rapidly expanding category.
Although RTD beverages are often considered a new category, New Mix’s nearly 30-year history makes it a fully established brand in Mexico.
New Mix was a pioneer in the RTD category in Mexico and continues to lead the domestic market. Over the past two years, the brand has posted solid double-digit growth in shipments, enabling it to gain market share. As a result of this momentum, it reached a volume of more than 13 million 9-liter cases in fiscal year 2026.