Georgina Estrada
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Renowned Mexican sommelier Georgina Estrada, recently named the first woman president of the Asociación de Sommeliers Mexicanos A.C., spoke with Alfredo Espinola, el Restaurante’s representative in Mexico City, about her career and the potential for growing Mexican wine sales in U.S. restaurants. Estrada has two daughters, 15 and 24 years old, and lives with her partner Gustavo Ortega between the Guadalupe Valley and Mexico City.
Tell us a little bit about your career
I started 25 years ago professionally, I am currently deputy general manager and national brand ambassador of El Cielo winery, Valle de Guadalupe BC and Piper-Heidsieck Champagne. Together with my partner Gustavo Ortega, we created a line of wines called G&G By Ginasommelier. I was ambassador of the Ultra Premium Cognac LOUIS XIII from the house of Rémy Martin for 17 years.
Together with my partner and friend sommelier José Luis Umaña, I coordinate the diploma courses for the training of future sommeliers endorsed by the Mexican Academy of Sommeliers, and I have had the privilege of being a judge in national and international sommelier and wine competitions.
My company Ginasommelier does tastings, events and presentations for companies and embassies, we advise private cellars, and we create wine and distillates menus for restaurants.
When did your interest in the world of wine begin?
Since I was a little girl I always liked the subject of aromas and flavors. My father was a great wine lover, as he lived in Europe for many years and from then on, wine, bread and cheeses were always present at our table.
In the year 2000 I took the first Diploma for the Training of Sommeliers. I worked at Le Cirque Restaurant, it was my first professional job in a restaurant with more than 800 labels from all over the world. Those were years of much learning and in which I discovered that the world of wine was a profession and a passion.
Tell us a little bit about your role as brand ambassador for el Cielo winery
I am proud and honored to represent a company that 11 years after its foundation is already the most important and beautiful wine tourism project in Mexico. The wines have received many awards in national and international competitions. Since the Mexico Selection by Concours Mondial de Bruxelles began, we have been the winery that has received the most awards uninterruptedly for 7 years. Every time I uncork an El Cielo wine, I feel the satisfaction of teamwork well done. Being involved in the processes from the field, participating closely with the winemaking team, has been a great learning experience.
In your opinion, what are the most successful activities of the ASM?
In my opinion, the most successful activities of the ASM are to promote the professionalization and recognition of sommeliers in our country, as well as the quality and diversity of Mexican wines and spirits. Our activities include:
National and International Competitions: The organization of competitions such as the “Best Sommelier of Mexico” and participation in international competitions such as the “ASI Best Sommelier of the World Contest” of the Association de la Sommellerie Internationale have been fundamental to raise the profile and level of our sommeliers and position them on the global stage. These events not only promote excellence, but also inspire new generations.
Training and Education Programs: Through the “Academia Mexicana de Sommeliers”, the ASM has offered specialized courses and diplomas that have been crucial for the education and professional development of sommeliers in Mexico.
Tastings and wine-pairing dinners at Hermitage: Coordinated by Sommelier Miguel Angel Cooley, outgoing president of the ASM.
These activities have allowed the ASM to consolidate itself as a leading entity in the promotion and professionalization of wine service in Mexico, and will continue to be fundamental to our future growth and success.
What major events does the ASM plan for 2025?
In 2025, the ASM has several important events on its agenda, which seek to promote wine and Mexican beverages, beers, coffees, teas through the Diplomates of both wines and distilled beverages.
- “Concurso Nacional de Mejor Sommelier de México”: Annual competition, one of the most prestigious competitions that seeks to identify and recognize the best sommeliers in the country.
- “Mexico's Best Nose”: Will bring together producers, winemakers, sommeliers and wine lovers, where the person with the best nose is sought, and does not necessarily have to be a sommelier.
- “Tasting-Maridaje Events in collaboration with restaurants”: Several tastings and pairing events are planned in collaboration with restaurants and wineries, we have created an advisory board with very important personalities in the wine and beverage industry, as well as with CANIRAC.
- Educational trips for members and wine lovers: Mexican vineyards in collaboration with CMV, Tequila Haciendas, Mezcal Palenques and coffee farms.
What does the Mexican wine industry need to continue growing?
The Mexican wine industry has a great potential for growth and in order to continue advancing it needs to focus on several aspects:
Innovation and Quality: Fundamental to continue innovating in viticulture and winemaking techniques.
Training and Education: It is crucial to invest in the training and education of sommeliers, winemakers and other professionals in the sector.
Promotion and Marketing of wine tourism: We need to strengthen our marketing strategies to raise awareness of wine tourism in our country, so that people can appreciate the quality and diversity of Mexican wineries.
Sustainability: Incorporating sustainable and environmentally friendly agricultural practices is not only an ethical responsibility, but also improves product quality and consumer perception.
Collaboration and Alliances: Establish strategic alliances with other wine regions, associations and chambers.
Government Regulation and Support: Having the support of government policies that promote the wine industry is crucial; tax incentives, export support and financing programs.
Is the industry getting the support it needs from the Mexican government?
According to a conversation I had with Maribel Quiroga, executive president of the Mexican Wine and Spirits Commission, she told me that to date the relevant channels have been built to have the proper dialogue with the government, especially with the Ministry of Finance, the Ministry of Economy and the Legislative Branch, these combined elements will allow the Mexican wine industry to continue growing and positioning itself as one of the great wine regions worldwide.
Mexican wine is becoming more and more popular in the United States. Does the ASM have plans to contribute to that growth?
Absolutely, the ASM is very committed to supporting and promoting Mexican wine in international markets, especially in the United States, where the popularity of our wines has grown significantly. We have several strategic plans to contribute to this growth:
Strategic Alliances: We seek alliances with importers, distributors and retailers in the United States to ensure that our wines are available and accessible in more outlets and restaurants.
Events and Tastings: We plan to organize tasting and promotional events in different cities in the United States, presenting our wines to sommeliers, chefs, journalists and consumers.
Education and Training: We want to implement training programs aimed at sommeliers and industry professionals in the United States.
Marketing and Advertising: We want to develop marketing campaigns focused on highlighting the unique qualities of Mexican wines, using digital and traditional platforms to reach a wider audience.
These joint efforts seek not only to increase the presence of Mexican wine in the U.S., but also to consolidate its reputation as a high-quality option in the global market.
The governments of Chile, Argentina and some other countries often have programs to increase sales of their wine in the U.S. Do you think the Mexican government will implement any plans in this regard?
It is evident that the growing popularity of Mexican wine in the United States opens a significant opportunity for our country. The implementation of government programs similar to those of Chile and Argentina could be extremely beneficial to continue expanding our presence in this important market, and I believe that the Mexican government may have the potential and capacity to develop a strategic plan to support the promotion and sale of our wines in the United States. This plan could include:
- Incentives and Fiscal Support.
- International Promotion Campaigns.
- Participation in Fairs and Events.
- Education and Training.
- Strategic Alliances.
I am sure that, with a joint effort between private initiative and governmental support, we can strengthen the position of Mexican wine in the U.S. market and continue to promote our rich wine tradition globally.
Our readers (el Restaurante magazine), are owners of Mexican restaurants in the U.S. What can you tell them to convince them to include Mexican wine in their menu?
I am delighted to address Mexican restaurant owners in the United States. Including Mexican wine in their menu can not only elevate the culinary experience they offer, but also strengthen the cultural connection and pride in our roots. Here are a few reasons to consider our wines:
Authenticity and Culture: Mexican wines are a reflection of our rich culture and tradition.
Quality and Diversity: Mexico has diverse wine regions that produce high quality, internationally recognized wines, from the Guadalupe Valley to Querétaro and Coahuila.
Perfect Pairing: Mexican wines are especially well suited for pairing with Mexican food.
Added Value: Including Mexican wines can differentiate your restaurant from the competition, showing a commitment to authenticity and quality.
Supporting the National Industry: By offering Mexican wines, you are supporting the producers and the wine industry in our country.
Innovation and Trend: The popularity of Mexican wine is booming and being at the forefront of this trend can attract a wider and more experimental audience.
Including Mexican wines on your menu not only enriches your restaurant’s offerings, but also celebrates our culture and supports the national wine industry. I hope they will consider this valuable opportunity to delight their customers with the best of our lands.
How can we (el Restaurante magazine) and the ASM work together in 2025 to help increase Mexican wine sales in the United States?
I think this is an excellent proposal, and I am convinced that a collaboration between el Restaurante magazine and the Association of Mexican Sommeliers (ASM) can have a significant impact on the promotion and sale of Mexican wine in the United States. Here are some ideas on how we can work together:
Educational and Promotional Content: We can develop articles and features in the magazine that highlight the history, quality and diversity of Mexican wines. Interviews with winemakers and sommeliers, articles about Mexican wine regions can pique readers' interest and educate consumers about our products.
Events and Tastings: Co-organizing events and tastings in both Mexico and the United States can create direct product experiences, allowing consumers to learn about and appreciate Mexican wines firsthand.
Training and Webinars: Together we can offer webinars and training programs for restaurant owners, sommeliers and service personnel in the United States.
Social Media Campaigns: Collaborating on digital and social media marketing campaigns can amplify our messages and reach a wider audience; using hashtags, cross-promotions and interactive content, we can generate greater visibility and engagement with consumers.
Specialized Guides and Publications: Publishing specialized guides and supplements on Mexican wines in the magazine can be a valuable tool to share with readers and facilitate the inclusion of these wines on restaurant menus.
This collaboration can be very beneficial for both parties, promoting Mexican wine in one of the most important markets and helping restaurants to offer high quality products and cultural value to their customers. I am excited about the possibility of working together to achieve these goals.
Finally, in your words, what is a Sommelier?
It is an expert in wines and distilled beverages, who acts as a filter between the final consumer and the wine.
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