Mexican Wine Industry Growth and Trends

Over the past decade, wine consumption in Mexico has surged 22% driven by shifting preferences towards lighter, lower-alcohol options and bolstered by sustainability practices. This growth has boosted the industry in various states, including Baja California, Queretaro, and Guanajuato, which lead national wine production. However, new consumer habits bring new challenges and demands, forcing the sector to constantly renew itself. 

"In 2003, the average annual wine consumption in Mexico per adult was 225mL; 20 years later, it is between 1.3 and 1.4 L. Wine consumers have also changed," highlights Salomón Abedrop, President, Mexican Viticulture Council (CMV), in an interview with Goula.

A major trend in the national wine market is the rising preference for wines with lower alcohol content, along with increased consumption of whites, rosés, and sparkling wines. This shift is primarily driven by young consumers who are increasingly choosing wine. "Instead of pairing their meals with beer or tequila, they now prefer a glass of wine," Abedrop points out.

According to an analysis shared by VCT&DG Mexico, a joint project between Digrans and Concha y Toro, young wine consumers are more moderate in their alcohol consumption, which is due to a greater awareness of moderation and a preference for lighter, more refreshing beverages. "Winemakers are now working on how to make an 8° alcohol wine. Research at the International Organization of Vine and Wine is focusing on that," Abedrop notes.

Another growing segment is Mexican women, who prefer light or rosé wines. Between 2021 and 2023, white wine consumption in the country rose from 16% to 18%. "In recent years, rosé wine sales have increased because consumers find it easier to drink and have adopted it as a beverage for any occasion, not just during the warm season," highlights the VCT&DG Mexico study.

For sparkling wine, the global market is expected to grow by 4.27% between 2024 and 2028, according to Statista data. Meanwhile, domestic consumption has increased from 9.6% to 10.2% since 2021. Queretaro has 18 wineries producing 2.1 million bottles of this variety annually, leading the national volume. Baja California follows, where sparkling wines represented 1% of total production until 2022. According to figures from the Ministry of Economy, in 2023, sparkling wine sales in Queretaro accounted for US$481,000, and in Baja California, they reached US$93,800. Other states entering this market include Guanajuato, Aguascalientes, Jalisco, and San Luis Potosi.

Sustainability within the sector has also gained importance in recent years. Sandra Fernández, Sommelier, stressed that to achieve sustainable development, the Mexican wine industry must work on issues such as rational water use, agriculture technification, the use of organic fertilizers and promoting organic and biodynamic farming. The VCT&DG report also noted that more consumers are concerned about consuming wines from wineries that promote responsible and environmentally friendly practices. This includes fair payment for grape producers and providing decent working conditions, rest, and proper shelter for the communities involved in wine production.

Mexican wine has been internationally recognized multiple times. More than 1,500 awards have been given for its different characteristics, with Baja California, Coahuila, and Queretaro leading the way. In 2024, 189 Mexican wines were rated as excellent and exceptional in the Peñín Guide of Spain, one of the most prestigious wine guides in the world. Rocío Amador, Director. Peñín Guide Mexico, highlights that when the guide arrived in Mexico in 2013, many wines had defects, which have now been reduced to a minimum. "We have seen how Mexican wine has evolved year after year. In 2024, the average score of national wines is 88.65, reflecting their quality and the significant progress made by producers," she said.

Eva Mayen, a wine sector researcher, highlighted that one of the industry's challenges is the lack of support from local and federal governments. Currently, the CMV recognizes 16 wine-producing states, but places like Zacatecas lack the infrastructure and technology to increase production. Additionally, states like Tlaxcala and Puebla, not yet recognized within the producers' guild, are producing their own wines with small vineyards. These emerging regions could have a promising future with the right support, Mayen emphasized.

In the big picture, specialists predict a great future for Mexican wines. "We have another 10 years, easily, with the growth rate we have seen so far. There is a great opportunity for wineries in Mexico, and we are taking advantage of it with the greatest responsibility possible," stated Abedrop.