Mexico has the highest per capita beverage consumption, especially beer, in the world. Mexico is the world's tenth largest beer consumer. The beer market's growth is mainly driven by youth. It provides the greatest export opportunity to every US beverage company, both large and small.

Mexico has great infrastructure (good roads and ports for shipment of products) and over 500,000 stores willing and capable to invest in new products, like functional drinks and sports drinks.

It is true that Mexico is a large-sized market for US products but US export levels are not essentially a measure of the Mexican craze for US drinks, as majority of the US beverages, like Coca Cola, Pepsi, Squirt, Fanta, Orange and Crush are bottled in Mexico. Moreover, these companies enjoy easy access to market as they have their own well-settled channels for distribution.