Salomon Abedrop, president of the Consejo Mexicano Vitivinícola, at the press conference announcing the Choose Mexican Wine campaign.
By Alfredo Espinola
Recognition of the quality of Mexican wine has been growing, and now the Mexican Ministry of Economy is working to expand that recognition with a new campaign: Choose Mexican Wine: Our Flavor in Every Glass. The campaign was officially launched with a press conference in early June.
A Growing Industry
Mexico is experiencing a new era in winemaking. Today, 17 states produce grapes and wine, generating more than 500,000 jobs and consolidating more than 550 projects across the country. Since 2017, domestic wines have led the market: 39 out of every 100 bottles uncorked in Mexico are locally produced. With nearly 9,500 hectares of wine grapes and eight wine tourism routes generating more than 1.6 billion pesos annually, Mexican wine has become an economic, cultural, and tourism driver.
The National Campaign
The initiative “Choose Mexican Wine: Our Flavor in Every Glass” is the first time the government has launched a national campaign to promote the responsible consumption of Mexican wine. As Bárbara Botello, head of the Made in Mexico program, stated:
“Mexican wine is already a source of identity and pride for our country, because what is made in Mexico is made better.”
The campaign aims to invite consumers to discover, value, and choose Mexican wine, strengthening production chains and showcasing the quality of those wines to the world.
Voices of Celebration
· Ignacio Larcon Rodríguez, president of the National Chamber of the Restaurant Industry, noted that gastronomy and wine share a common history: “Of every 1,000 pesos a tourist spends, 30% goes toward food and beverages. Promoting Mexican wine is promoting Mexico.”
· Maricela Acosta Herrera, of Concanaco Servitur, emphasized that choosing Mexican wine means investing in regional development and sustainability: fewer miles traveled, a smaller carbon footprint, and greater local prosperity.
· Diego Cosío Barto, president of ANTAD, emphasized the opportunity presented by the World Cup to increase consumption in homes and businesses: “Mexico is in vogue, and Mexican wine must be in vogue.”
· Antonio Cosío Pando, of the National Tourism Business Council, highlighted the value of wine tourism: “Visitors don’t just want to see a destination; they want to experience it. Mexican wine offers authentic experiences that connect with our culture
· Fernanda Chávez, director of the International Section for Latin America and the Caribbean at COMCE, highlighted the organization’s commitment to promoting Mexican products in international markets. She reiterated the support of the Mexican Business Council for Foreign Trade, Investment, and Technology for the initiatives promoted by the Ministry of Economy to strengthen the presence of domestic products.
A Thriving Industry
Salomon Abedrop, president of the Consejo Mexicano Vitivinícola (CMV), noted that just three years ago, the CMV carried out a strategic planning exercise. The assessment was clear: the market was growing at double-digit rates, and the opportunity was right before us. It was then decided to expand the area under cultivation, strengthen industry unity, and consolidate the Mexico brand.
Today, Mexican wine is making its mark in international competitions with surprising results. Although we account for just 0.4% of global production, our wineries win between 80 and 100 medals at prestigious events, such as the Brussels Awards. The quality and consistency of our wines are now recognized worldwide.
Mexican wines are now recognized and awarded at the world’s most important competitions. In 2024 and 2025 alone, they won more than 850 national and international medals, demonstrating that Mexico has the talent, capacity, and extraordinary natural resources to produce exceptional wines.
Wine Education and Culture
The strategy also included training. With the support of Canirac, ongoing courses were developed for waitstaff, sommeliers, and restaurant owners. Wine service became a central focus of the training: how to serve it, how to recommend it, and how to make it part of the dining experience, Salomon noted.
Celebrations and Campaigns
Mexican Wine Day, held every October 7, has become a national holiday. Restaurant owners have joined in with initiatives such as low-cost wine tastings, encouraging consumption and promoting our labels. Thanks to these efforts, per capita consumption has grown from just 225 ml to 1.5 liters per adult per year. Although we are still far behind countries like Brazil, which reach 4 liters, the goal is clear: to double production and consumption so that more and more bottles opened in Mexico are domestic.
Wine Tourism and Exports
Wine tourism is another area of growth. More than 4 million visitors toured vineyards last year, generating revenue exceeding 4 billion pesos. Each visit is an experience that connects the countryside, culture, and hospitality.
Exports are also key. With more than 10,000 Mexican restaurants in the United States, the opportunity is clear: just as Italian wine established itself thanks to its presence in restaurants, Mexican wine can find its best international showcase in national cuisine, Obedrop concluded.
Official Recognition
At this event, the Consejo Mexicano Vitivinícola received the Made in Mexico seal, a certification that celebrates the origin and quality of our wines. This recognition symbolizes the joint efforts of producers and the government to showcase the best of our land to the world.
More than a drink
Behind every bottle are farmers, winemakers, restaurateurs, hoteliers, and merchants who create opportunities for their communities.
Drinking Mexican wine is also a way to celebrate our culture, share moments with family and friends, and toast our traditions and the future of Mexico.