Historical Presence with a New Strategy
For decades, Chilean wine has been a staple on Mexican tables, from supermarkets to local restaurants. However, Chile’s wine presence has primarily been dominated by mid-range or entry-level labels. Now, Chile seeks to position its premium wines and establish itself as one of the top five largest exporters.
Angélica Valenzuela: The Bridge Between Chile and Mexico
Angélica Valenzuela, the commercial director of Wines of Chile, confidently speaks about the connection between Chile and Mexico: “We have been in this market for a long time. Mexico always seemed like a very close and attractive country to market our wine,” she asserts.
Chile’s Challenge: Repositioning Its Brand
According to data shared by Wines of Chile, in 2023, Mexico imported 1.95 million bottles of Chilean wine, valued at $49.7 million with an average price of $25.45 per bottle. In 2024, the volume increased by 7.99% (reaching 2.1 million bottles), but the average price dropped to $23.57, indicating a trend towards consuming more affordable labels.
Despite the recent data showing a 17.58% increase in imports (from January to April 2025, totaling 711,895 bottles) and a value of $15.38 million, the average price again decreased to $21.62, an 8.01% drop. Valenzuela acknowledges, “We’ve remained in mid-range or entry-level wines. Today, my proposal is to continue being there but also introduce our high-end wines. There are labels that the Mexican consumer still doesn’t know but have great potential.”
From Position 8 to Top 5: An Ambitious Goal
Currently, Mexico ranks eighth in the Chilean wine destination list, below countries like Brazil, the UK, the US, and the Netherlands. Nevertheless, Valenzuela is clear: “I want to take Mexico to the top 5. We have presence, but with a low average price. Our goal isn’t to raise prices; it’s to change the portfolio, offer a different mix. There is quality, structure, diversity, and a story to tell with every bottle.”
Essential Grape Varieties to Understand Chile
Although she declined to recommend specific brands due to her institutional position, Valenzuela suggested three fundamental grape varieties to understand the Chilean wine landscape:
- Carmenere: Chile rescued and made this grape its “signature variety.” With medium body and round tannins, it’s an excellent introduction to the Chilean profile.
- Sauvignon Blanc costero: Ideal for warm climates like Mexico’s. The Casablanca and San Antonio zones produce fresh, mineral, and aromatic whites.
- Cabernet Sauvignon: Known for structure, elegance, and concentration, especially when it comes from regions like Maipo Alto.
“Chile produces fresh, balanced wines but also great wines for aging. We want Mexico to discover this part they still don’t know about Chilean wine,” emphasizes Valenzuela.
Mexico: An Open Market with Work to Be Done
Thanks to the Free Trade Agreement between Mexico and Chile, Chilean wine enters without tariffs. However, it faces internal taxes like the IVA and IEPS on alcoholic beverages, along with growing competition from both national and global markets.
Valenzuela doesn’t consider Mexico a difficult market, but it does require a clear strategy: “We need to work on multiple layers: with the specialized channel, on-trade (restaurants and bars), and with the consumer. Chile needs to recapture the Mexican heart with new stories and experiences in every glass.”
For Valenzuela, wine isn’t just sold; it’s sold with gastronomy and enotourism. She acknowledges Mexico’s progress in both areas, developing an integral wine experience that should inspire the rest of the continent.
