By Alfredo Espinola
“México Está de Moda” will bring a selection of Mexican brands to Houston on October 8 for an event that aims to transform promotion into commercial relationships, experiences, and new business opportunities.
México Está de Moda – Roadshow Houston 2026 will take place at the Consulate General of Mexico in Houston, 10555 Richmond Ave. in Houston. The event will run from 11 a.m. to 2:30 p.m. and will include tastings, a Mexican chile master class, and exhibitions of Mexican products, including Mexican wine and agave spirits, gastronomy products, and design products.
Attendees will include buyers, hospitality professionals, distributors, the media, and other leaders in the Mexican/American business community in Houston.
The concept is to introduce these products to the U.S. market in a unique way: not just to showcase them, but to foster connections that can turn into real opportunities.
For a Mexican industry seeking to grow internationally, Houston represents a particularly interesting meeting point. Restaurants, hotels, distributors, buyers, food and beverage professionals, the media, and consumers coexist in a market where gastronomy has an increasingly diverse presence.
First the brand, then the market
One of the elements that sets the Roadshow apart is that the project doesn’t begin on the day of the event. The first stage consists of curating and selecting the participating brands, looking for proposals that have identity, quality, and potential for international growth.
Then comes the preparation. A brand that works perfectly in Mexico doesn’t necessarily need to be presented in the same way in the United States. Consumers may be different; so too are distribution channels, buyers’ expectations, and the way a product’s value is communicated.
That’s why the project aims to prepare companies before introducing them to the market.
Telling Mexico’s Story Through Its Flavors
In the world of food and beverages, Mexico has an advantage that’s hard to replicate: an enormous diversity of stories. There are regions, ingredients, techniques, producers, and generations behind every bottle, every dish, and every product.
The challenge lies in transforming that richness into a narrative that can travel. The Roadshow incorporates precisely this dimension through positioning strategies, content, public relations, and experiences.
The goal is for attendees not only to become familiar with a brand but also to discover what lies behind it. Where does it come from? Who produces it? What makes it different? Why should it be part of a wine list, a menu, a bar, or a distributor’s selection?
These are business questions, but they are also questions of identity.
The Next Step
Houston will be the starting point for this initiative, but the idea behind the Roadshow points to a much broader conversation: how Mexican brands can prepare to compete, position themselves, and grow in international markets. Other cities will follow in 2027.
Interested in attending? Click here for more information: https://mexicoestademoda.com/