An Industry Growing on Its Own Merits
In a global market characterized by overproduction and declining consumption in traditional wine-producing countries like Spain, France, or Argentina, Mexican wine emerges as a tale of resistance and reinvention. Without subsidies, facing unfair competition, and with limited institutional support, the Mexican vitivinicultural industry has successfully positioned itself in consumers’ tastes due to its quality, promotion strategies, and growing interest in enotourism.
From 10% to 39% in Two Decades
According to Salomón Abedrop, president of the Mexican Wine Council (CMV), “We have gone from 10% to 39% of the national market in two decades.” This means that, although 61% of the wine consumed in Mexico is still imported, domestic wine has moved from a rarity to a genuine and competitive option.
Debunking the Myth of High Prices
Abedrop clarifies that Mexican wine is not expensive. “Currently, 33% of domestic wine is sold for less than 300 pesos, and only 21% exceeds 500 pesos,” he states. Moreover, by volume, Mexican wine represents 39% of consumption but only 34.5% of total spending, demonstrating that its average price is lower than imported wine.
Call to the Government
Despite progress, the industry faces a significant weakness: lack of institutional support. “There are no incentives for irrigation systems, well rehabilitation, or accessible credits,” Abedrop explains. “The Rural Financial was dismantled, and now the FIRA only funds through private banks, making credits more expensive.”
The CMV’s call is clear: with institutional impulse, Mexican wine could consolidate as a strategic industry capable of generating jobs, exports, and tourism development.
The Battle Against Subsidized Wine
With free trade agreements allowing the entry of tariffs on European, Chilean, and American wine, Mexico has become an attractive market for international surpluses. Often, these products arrive with fiscal support and subsidies from their countries of origin, creating unfair competition. “We compete against not only subsidized wines but also those bottled here, sometimes without transparency in their labeling,” Abedrop denounces.
In response, the CMV launched the “Mexican Wine” seal, an integration into the “Made in Mexico” program by the Secretariat of Economy. This distinction guarantees that the product was made in the country, with national grapes, and aims to position Mexican wine as a conscious and quality choice.
Education and Service: Another Key Strategy
Another key to growth has been training. In 2024, the CMV trained over 17,000 people in the restaurant and hotel sector on topics like wine service, pairing, and characteristics of Mexican viticultural regions. “We realized that the biggest barrier to consumption was that waitstaff didn’t know how to recommend a wine or open a bottle,” explains the CMV president.
These trainings are offered for free through digital platforms, aiming to professionalize service staff so they can offer Mexican wine with confidence and knowledge. The ultimate goal: for consumers to prefer and request it out of conviction.
Enotourism: Wine as an Experience
Besides the bottle market, enotourism has become a vital income source. In 2023 alone, wine-related tourism generated over 10,000 million pesos. Querétaro led in visitors with nearly one million, followed by Baja California (700,000), Guanajuato (450,000), and Coahuila (200,000).
The appeal of enotourism lies in the complete experiences it offers: tastings, gastronomy, landscapes, accommodation, and direct sale, allowing wineries to commercialize without intermediaries and receive immediate payment.
Strategic, Identity-Driven Wine Production
Mexican wine defends itself with strategy, identity, and pride. From Guadalupe Valley to Parras, passing through Querétaro and Aguascalientes, hundreds of producers bet on producing wine with a sense of place. In the glass not only goes the flavor; also goes a story of struggle, quality, and country.
