Mexican wine market hits $4.38 billion

According to a comprehensive report published by Vinetur on April 14, 2025, Mexico's wine industry has undergone significant transformation between 2015 and 2024, shifting from a niche market into an increasingly visible segment of the country's food and beverage economy. With a total market value estimated at $4.38 billion USD in 2024, the industry has seen notable growth in domestic production, per capita consumption, and international presence, although it remains heavily reliant on imports and faces multiple challenges that will influence its future trajectory.

Per capita wine consumption in Mexico has risen steadily over the past two decades, reaching approximately 1.3 liters in 2024. This is a marked increase from just 450 milliliters in the early 2000s, driven by the rise of wine culture, the promotion of wine tourism, and a broader range of accessible products in urban markets. Despite the progress, consumption levels remain well below global averages, underscoring the growth potential for both domestic and imported wines.

Domestic wine production now satisfies between 30% and 34% of internal demand. Baja California remains the dominant production area, accounting for around 70% of national output. Other states such as Coahuila, Querétaro, and Guanajuato are playing increasingly important roles as producers and destinations for wine tourism. The total wine production volume in 2023 was estimated at 195,000 hectoliters, with vineyard expansion and diversification continuing across the country. There are now over 400 wineries in Mexico, ranging from large-scale producers like L.A. Cetto and Casa Madero to boutique operations with a strong focus on quality and tourism.

Imports still dominate the market, covering about 70% of national wine consumption. Spain, Chile, Italy, France, and Argentina are the leading sources, each occupying distinct price and style segments. Spain and Chile compete strongly on volume through aggressive pricing strategies, while France leads the premium category, particularly in sparkling wines. In 2023, wine imports reached a value of $328 million USD, with 2024 seeing a rebound in volume after a post-2022 inventory adjustment. Chile saw significant gains in the first half of 2024, surpassing Spain in volume thanks to deeper price cuts.

Mexico's wine exports remain modest, valued at just $9.94 million USD in 2023, with over 60% of that directed to the United States. While growing, this figure reflects the limited scale of international penetration. The Mexican government and leading producers are looking to build a stronger global presence, leveraging geographic proximity to the U.S. and growing international recognition of Mexican terroir. Sparkling wines from Querétaro have found niche markets in Japan, but broader diversification remains limited.

Within Mexico, wine consumption is concentrated in major urban areas like Mexico City, Monterrey, and Guadalajara. The primary consumers are younger, middle- to upper-income individuals, with Millennials and Generation X forming the core demographic. Red wine dominates preferences, accounting for up to 71% of total consumption, followed by white, sparkling, and rosé wines. However, there is a growing trend toward rosé and sparkling varieties, indicating diversification in consumer tastes. Mexican wines are now the most consumed category by origin, followed by imports from Spain, Italy, and Chile.

Distribution channels are divided between retail (Off-trade), hospitality (On-trade), and digital (e-commerce). Supermarkets and specialized wine stores account for the majority of sales, while e-commerce, accelerated by the COVID-19 pandemic, continues to grow. Large retailers such as La Europea, Vinoteca, and Walmart hold strong positions in the market. On-trade sales through hotels and restaurants represent a smaller portion but play a key role in branding and exposure, particularly for premium wines.

The Mexican wine value chain remains fragmented, with many small producers dependent on third-party grape supply and external distributors. Larger players, by contrast, often maintain vertical integration from vineyard to bottle. While the number of wineries has surged in recent years, with more than 400 in operation today, the market appears to be dominated by a few large producers in terms of volume and export capacity. Distribution logistics are complex and increasingly competitive, with multinational groups such as Pernod Ricard, Concha y Toro, and José Cuervo active across retail and distribution channels.

The outlook for the Mexican wine industry is cautiously optimistic. Projected compound annual growth rates vary between 3.8% and 7.5%, reflecting uncertainties such as economic pressures, regulatory reform—particularly surrounding the IEPS tax—and ongoing competition from imported wines. Environmental issues, especially water scarcity in Baja California, also pose risks to sustained production growth. Nonetheless, the rise of wine tourism, increased consumer interest, and a more organized industry suggest that Mexico is poised to further develop as both a consumer and producer in the global wine market.