Mexican Wine Industry Eyes Growth Through National Campaign

Mexico’s wine industry is accelerating efforts to expand domestic consumption and strengthen its international positioning through a nationwide promotion campaign, increased industry coordination and growing wine tourism activity. The sector is gaining market share despite a global decline in wine consumption, supported by a large untapped consumer base, rising recognition in international competitions and public-private initiatives aimed at improving competitiveness for producers and SMEs. 

Mexico has launched a nationwide campaign to strengthen the promotion, visibility and consumption of domestically produced wine. The initiative comes as the country's wine industry continues to expand its market presence, win international recognition and position itself as a driver of economic development.

The initiative, framed within the Made in Mexico program, seeks to strengthen the promotion, visibility and consumption of wine produced in the country. The goal is to consolidate the wine industry as a driver of social development, community roots and high-value economic activity, at a key moment for Mexico’s international projection ahead of the FIFA World Cup 2026.

The initiative is supported by strategic partners including the Ministry of Tourism, the Business Coordinating Council (CCE), the Mexican Wine Council (CMV), the Confederation of National Chambers of Commerce, Services and Tourism (CONCANACO SERVYTUR), the Mexican Business Council for Foreign Trade, Investment and Technology (COMCE), the National Association of Self-Service and Department Stores (ANTAD), as well as restaurant industry leaders, e-commerce platforms, and hospitality and gastronomy unions.

Mexico’s wine industry has experienced significant growth for more than a decade, as production across the entire value chain is now present in more than half of the country, according to estimates from CMV. Moreover, data from the organization show that Mexican wine has increased its market presence by as much as 700%.

“We are proud to see Mexican wines competing in world-class competitions and returning with as much as 10% to 12% of the medals, despite the fact that Mexico accounts for only 0.4% of global wine production. That proves our wines are on par with the best in the world,” said Salomón Abedrop, President,Mexican Wine Council, during the First International Grape and Wine Congress held in Aguascalientes at the end of May.

In this context, the states of Baja California, Guanajuato, and Coahuila recently earned 88, 52 and 47 awards, respectively, at the 2026 Concours Mondial de Bruxelles, held in Yerevan, Armenia. Particularly notable was the performance of Gran Pago de Ricardo Vega 2021 from Cuna de Tierra, a wine from Guanajuato that was named Best Mexican Wine at the 2026 Concours Mondial de Bruxelles, an honor reserved for the country's most outstanding labels.

In line with this national momentum, Aguascalientes is seeking to strengthen the growth of its wine sector, which is regarded as an important driver of the regional economy. As part of this strategy, state authorities announced the development of a detailed mapping project of the wine industry to identify the precise location of producers, the grape varieties they cultivate and their actual production capacities, enabling more targeted government support programs.

As part of the congress activities, a collaboration agreement was also signed between the Government of Aguascalientes, GS1 Mexico, and the Mexican Wine Council. The institutional agreement is designed to strengthen micro, small and medium-sized enterprises (MSMEs) in the wine sector by providing technological and commercial tools that enhance productivity and competitiveness in both domestic and international markets.

Growth Opportunities Amid a Changing Global Wine Market

The Mexican Wine Council highlighted that global wine production and consumption are experiencing an annual contraction of between 10% and 15%, creating new opportunities for domestic labels. While established wine markets face declining consumption driven by aging populations and lower purchasing frequency, Mexico presents a different scenario: approximately 8 million people consume wine regularly, another 2 million do so occasionally, and nearly 90 million adults do not consume wine at all, leaving room for market expansion

During an event commemorating International Sommelier Day 2026, organized by the Mexican Sommeliers Association in San Miguel de Allende, Guanajuato, industry specialists explained that Mexico remains highly attractive to international wine-producing regions such as Spain, Chile, Italy, France, Rioja, California, and Sonoma because it is still viewed as a growing market with significant room to attract new consumers.

According to data presented during the discussion, a platform containing information on 159,000 wine labels reported a 28% decline in revenue last year and an 11.6% decrease during the January-April period. However, average transaction values increased significantly, rising 25% from 2024 to 2025 and a further 15% from 2025 to 2026. In other words, wine remains present on Mexican consumers’ tables, but purchasing decisions have become more deliberate.

Consumers are buying fewer bottles, comparing options more carefully and paying closer attention to spending. In some cases, they replace two or three bottles with a single purchase; in others, they choose a higher-quality glass of wine rather than committing to an entire bottle. Price is a major factor behind this shift, as a “good bottle” currently ranges between MX$2,800 and MX$3,200, transforming wine into a special-occasion purchase.

Data from the wholesale channel confirm this trend. Table wine ranks as the third most important category by value and the second by volume, yet its performance reveals a significant gap: over the past 10 years, sales increased 5.7%, while volume grew only 0.3%. “The market is worth more, but not necessarily because many more bottles are being consumed. Much of the growth comes from higher prices,” experts noted.

Amid this environment, Mexican wine stands out as one of the industry's strongest segments. During the event, speakers cited a market share of approximately 38% to 39%, while figures from the wholesale channel suggested domestic products account for around 40% of total consumption.

Changing consumer preferences are also creating opportunities for alternative formats, including wine by the glass, white wines, rosés, sparkling wines, canned wines and offerings designed for different consumption occasions such as concerts, beach outings, parties, travel and more casual gastronomic experiences. “The challenge is not to replace traditional wine, but to expand its consumption occasions,” participants emphasized.

Meanwhile, wine tourism continues to gain momentum, particularly in states such as Queretaro, Coahuila, and Baja California. Last year, wine tourism generated an estimated economic impact of US$1.6 billion, with an average of 4 million visitors annually traveling along Mexico’s wine routes. The sector also supports more than 300,000 jobs, ranging from grape cultivation to wine production.

When paired with Mexican cuisine, wine enhances the country’s culinary offering. In this effort, coordination with the Ministry of Tourism is considered essential. Wine tourism and Mexico’s Wine Routes have become established attractions that stimulate local economies through hospitality, handicrafts, and regional commerce, diversifying economic benefits beyond traditional tourism destinations.