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The new Mexican Wine Passport will encourage people to try the local wines.
Mexican wine has been growing in importance in that country and around the world, and now three Mexican wine-related organizations have launched a campaign to fuel the growth.
The “Elige Vino Mexicano” (“Choose Mexican Wine”) campaign is a collaboration between Consejo Mexicano Vitivinícola (CMV), the Cámara Nacional de la Industria Restaurantera y Alimentos Condimentados (CANIRAC) and the Asociación Nacional de Vinos y Licores (ANDYVIL).
The campaign launched on Mexican Wine Day, October 7, which begins Mexican Wine Week, October 7 to 13. The campaign features a number of events to promote the consumption of Mexican wine:
- In restaurants throughout the country, diners will be offered uncorkings and glasses of Mexican wine at special prices, in addition to discounts and exclusive promotions. A map of participating restaurants shows diners where to go.
- The CMV will launch the “Mexican Wine Passport,” where wine tourism enthusiasts will be able to discover and visit wineries throughout Mexico, from Baja California to Querétaro, and obtain stamps, promotions and special discounts at the 39 participating wineries.
- Mexican wineries Alianza and Castellana will offer promotions and discounts at more than 230 specialized stores throughout the Mexican Republic.
- On October 7, the Mexican wine store was launched on Amazon, thus achieving a greater reach for the promotion and sale of Mexican wine.
- Through an alliance with the Perfume Museum https://museodelperfume.com.mx/ in Mexico City, during the month of October the “Aromas of Mexico Workshop” will be held, where a unique olfactory experience will be presented that will intertwine the world of fragrances with Mexican wine. Valentina Garza, the museum’s creator of experiences, explained that a wine has been selected for each of the fragrances of the museum's collection, creating a sensory synergy that will guide visitors in a deep discovery between these two universes.
- In collaboration with the Ministry of Agriculture and Rural Development, on November 4 the Open Galleries of the Rejas de Chapultepec program will be inaugurated, where the photographic exhibition “Among Mexico's Vines” will be on view, with 60 large-format photographs showing the agricultural vocation and social impact of Mexico's wine sector, celebrating its development and roots.
- Promotions will also be offered in wine bars and specialized sites beyond those offered during Mexican Wine Week.
All these actions will be promoted and supported through the digital campaign “Choose Mexican Wine” @vinosmexicanos_@cmv_mx.
At the Elige Vino Mexicano press conference, left to right: Diego Rodero, director general of La Castellana winery; Salomón Abedrop López, president of CMV; Enrique Escandón, vice president of CANIRAC; and Valentina Garza, the Perfume Museum’s creator of experiences.
“Mexican Wine Day is an opportunity to celebrate our achievements, but also to reflect on the potential we have as a country producing world-class wines,” said Salomón Abedrop López, president of CMV, at a press conference announcing the campaign. “It should be noted that Mexican companies are sending their wines to the most prestigious competitions in the world, managing to rub shoulders with the best wines worldwide, achieving great results, obtaining this year alone more than 370 medals, which is an indicator that we are producing wine of the highest quality in which the spirit of Mexico is captured in each bottle”.
Enrique Escandón, vice president of CANIRAC, added that “wine is undoubtedly, and all restaurateurs know this, the best accompaniment to our extensive Mexican gastronomy, and what better than a Mexican wine”.
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