WINE EXPERT’S WORDS
- Heart Of Hollywood Team
- 4 days ago
- 3 min read
Mexican Wine Transcending Borders
By Angelo Rivas
Crossing the border, both physically and in terms of consumer interest, is the next step for Mexican wine as the industry seeks to establish a stronger presence in the United States.
A significant portion of the U.S. population is either of Mexican descent or enjoys consuming Mexican products. Whether driven by heritage, curiosity, or experiences from visiting Mexico, there is a growing interest in wines produced in the country, which is currently experiencing the most dynamic period in its history.
"The natural first market for any wine export is the United States, followed by Europe and then Asia, particularly Japan and China. Around 5% of our production is exported, and we have been steadily expanding our presence in the U.S. There are companies dedicated exclusively to distributing Mexican wine in New Jersey, California, and Texas," explains Salomón Abedrop, President of the Mexican Wine Council (CMV).
One key factor influencing this growing presence is the exchange rate of the Mexican peso.
"There are approximately 80,000 Mexican restaurants in the U.S., owned by both Mexicans and Americans. We are making a concerted effort to integrate Mexican wine into their offerings. We have been active in key places such as California, Las Vegas, Chicago, the Texas Triangle (Austin, Houston, and San Antonio), and New York," he adds.
However, the growth of this market has been gradual. While not expanding at the desired speed, it is progressing steadily and gaining strength.
To enhance the presence of Mexican wine internationally, various strategies have been implemented. Wines are submitted to international competitions, where they consistently perform well and stand alongside the industry’s best. This positioning helps create opportunities in new markets.
"When we establish connections abroad, we make them available to everyone. Large wineries already have well-established distribution channels and require less support, but for smaller producers, breaking into foreign markets is a significant challenge," notes Abedrop.
In terms of exported wine varieties, while there are no official statistics, red wine remains the most in-demand. Exports primarily consist of red wines, as they represent the highest production volume, but domestic consumption of white, rosé, and sparkling wines has also seen notable growth.
Another key initiative is the promotion of Mexican wine within the country’s hospitality industry. A campaign aimed at international tourists, particularly in beach destinations, encourages hotels to include Mexican wines on their menus and give them the recognition they deserve.
"We are seeking opportunities in various cities to showcase our wines and strengthen their presence. The journey is not easy, but the potential of Mexican wine is undeniable," concludes Abedrop.
A UNIQUE IDENTITY
Mexican wine is known for its fruit-driven profile, floral aromas, and intriguing complexity that set it apart from other wines. These wines are full of life.
The domestic market for Mexican wine has grown significantly, solidifying it as an increasingly popular choice among consumers.
Currently, 39% of the wine consumed in Mexico is locally produced. Twenty-five years ago, only one in every 10 to 15 bottles was Mexican.
This growth is not coincidental, but rather the result of deliberate strategies aimed at strengthening the relationship between producers and consumers.
Additionally, the creation of the "Vino Mexicano" (Mexican Wine) brand has played a pivotal role in this transformation.
While the domestic market remains the primary focus, export opportunities continue to emerge, paving the way for Mexican wine to gain international recognition.
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