Willingness to pay for aged mezcal in San Felipe, Guanajuato, Mexico

Abstract

The objective of the present investigation was to estimate the public’s willingness to pay for aged mezcal, handmade from Agave salmiana, cultivated, and originally from San Felipe, Guanajuato, Mexico. The contingent valuation method was used, and a survey was applied to 120 consumers. Through a binomial Logit model, it was found that the average Willingness to Pay (WTP) for mezcal was $576.82 pesos, which means an overprice of 37.34% with respect to the mezcal currently produced in the municipality. This represents an opportunity for producers to introduce a new kind of mezcal that allows them to increase their profit margins.