José Miguel Jáuregui, center, at the awards ceremony
By Alfredo Espinola
On a day that brought together some of the country’s most prominent professionals and coincided with the celebration of International Sommelier Day, the Mexican Sommeliers Association (ASM) held the grand finale of the 2026 National Sommelier Competition, where José Miguel Jáuregui earned the profession’s highest honor.
Originally from Jalisco and now based in Los Cabos, José Miguel currently serves as Wine Manager at Maravilla Beach Club, where he continues to develop a service philosophy that prioritizes knowledge, hospitality, and a deep respect for wine. Now, in addition to that daily commitment, he will shoulder the responsibility of representing Mexico at the ASI Best Sommelier of the World competition, to be held this coming October in Lisbon, Portugal.
Far from viewing this moment as a final goal, the new national champion sees it as the beginning of an even greater challenge.
“It’s the fulfillment of a goal that began eight or ten years ago. It’s the culmination of a dream I built through competitions, certifications, and a lot of hard work. Today that dream comes true, but it’s also just beginning, with my sights set on the World Championship,” he said, visibly moved after receiving the award.
Heading to the World Stage
Those familiar with the profession know that a sommelier never stops learning. Wine changes with every vintage, new regions emerge, styles evolve, and consumer trends require constant professional development.
That spirit of learning has defined Jáuregui’s career: years of certifications, competitions, and disciplined study that have now culminated in the highest honor a Mexican sommelier can receive.
The national title now marks a new phase in José Miguel Jáuregui’s career. As part of his preparation, he will undergo training in Bordeaux, France—one of the world’s most iconic wine regions.
This preparation will set the stage for his trip to Lisbon, Portugal, where in October he will compete alongside the world’s best sommeliers in the competition organized by the Association de la Sommellerie Internationale (ASI).
With this victory, José Miguel Jáuregui not only writes a new chapter in his professional career but also reaffirms the growth of the Mexican sommelier community, which continues to raise its standards and consolidate its presence on the international stage.
A Final Worthy of the Best International Stages
The competition took place in San Miguel de Allende, one of the country’s most important gastronomic and wine tourism destinations, further cementing Guanajuato’s role as one of the regions most active in promoting wine culture.
Before a panel of expert judges, the finalists faced a series of challenges designed according to international standards, intended to evaluate the skills that distinguish a world-class sommelier.
The challenge included preparing a classic cocktail, professional champagne service, identifying grape varieties and regions of origin through comparative tasting, an oral analysis of a red wine, evaluating spirits in English, decanting and serving, as well as a visual test on wine-producing regions, producers, and wine culture.
Each exercise tested technical precision, sensory analysis skills, theoretical knowledge, service skills, and communication—essential competencies in haute cuisine and international hospitality.
“The National Sommelier Competition represents the highest expression of our profession in Mexico,” said Georgina Estrada, president of the ASM. “We are filled with pride to have a representative who will bring the talent and expertise of Mexican sommellerie to the world stage. This result reflects the growth and strength our profession has achieved in the country.”
The Moment for Mexican Sommellerie
José Miguel Jáuregui’s triumph is not limited to individual recognition. It reflects a profession that has reached a new level of maturity, a generation trained to international standards, and an industry that is gaining increasing prestige beyond its borders.
In a few months, when he takes the stage at the World Championship in Lisbon, Jáuregui will not be competing solely as a sommelier: he will do so as the embodiment of years of collective effort, the sustained growth of Mexican sommelier culture, and the commitment of those who have worked to give it its own identity and voice.