November 5-6, 2026 | Expo Santa Fe, Mexico CIty❋
The Market situation in Mexico
WHY WINES EXPERIENCE CHOSE MEXICO
Mexico is one of the most attractive markets in Latin America because imported wine plays a central role and competition is driven by positioning, channel strategy, and commercial continuity, rather than simple awareness. Trade data shows that in 2024 Mexico imported wine primarily from Spain, Chile, Italy, France, and the United States, with Italy ranking among the leading suppliers. This is a significant signal: demand for Italian origin already exists and can be further structured and strengthened through targeted B2B initiatives.
❋ Market Profile: Growing Demand and Structural Premiumisation
Mexico is an expanding wine market that combines low per-capita consumption levels with a growing willingness to spend within the mid to mid-premium segments. For an Italian winery, the most relevant indicator is not only how much wine is consumed, but how the quality of demand is evolving. Over the past twenty years, per-capita consumption has increased to approximately 1.3 liters (order of magnitude), signaling the development of a still young but accelerating wine culture. This trend fits into a broader dynamic: while several mature markets are slowing in volume, markets such as Mexico are becoming attractive for value driven growth (fewer bottles, higher average ticket), particularly in segments linked to dining and social occasions.
❋ Import Dependence and Competitive Structure by Origin
Mexico remains a strongly import driven market, with imports accounting for a significant share of total national consumption (often estimated at around 70%). This has direct implications for market entry strategy: success depends on building solid distribution networks and a positioning strategy tailored to specific channels and cities. From a competitive standpoint, leading supplier countries typically include Spain, France, Chile, Italy, and Argentina, each with distinct positioning strategies across price segments and channels. Spain and Chile tend to compete more on volume and accessibility; France holds a stronger presence in the high-end segment and iconic sparkling wines; Italy benefits from a natural competitive advantage in gastronomy driven positioning, appellations, and contemporary sparkling wines.
A particularly relevant data point for those working with Prosecco, Metodo Italiano, and sparkling wines in general: in 2024, Mexico imported approximately USD 73.16 million worth of Champagne and sparkling wines. France leads in value (USD 34.43 million), but Italy ranks second with USD 24.02 million and highly significant volumes (approximately 5.17 million liters).
❋ EU–Mexico Trade Framework: Fewer Tariff Barriers, Greater Focus on Market Access and Regulations
In the context of trade agreements, Mexico is a market where competitiveness is not determined solely by tariffs. Procedures, standards, market access conditions, and the protection of geographical indications also play a crucial role. The European Commission highlights that the modernized EU–Mexico Agreement aims to reduce tariffs to zero on nearly all key interests and to improve market access conditions for European agri-food products.
❋ Domestic Production and the “Wine Tourism” Effect
Mexico is not only an import market: there is also a local production hub which, although insufficient to meet total demand, plays a key role in building wine culture and attracting media attention.
The most well known example is Valle de Guadalupe (Baja California), often described as the dominant area in national production and, above all, as a hub for wine tourism and gastronomy. This is a positive signal: where wine tourism expands, consumers’ willingness to experiment (and to pay for experience, origin, and storytelling) also increases, creating favorable conditions for high quality imported wines.
❋ Taxation and Landed Cost: IEPS + VAT as Critical Pricing Variables
Unlike “easy” markets, Mexico requires a rigorous economic assessment of the final retail price. In addition to distribution costs, two major fiscal components significantly impact pricing:
VAT (IVA) at 16% on sales and imports
IEPS (excise tax): for wine and lower alcohol beverages, USDA documentation indicates a rate of 26.5%, applied according to alcohol content and product category
This framework explains why Mexico tends to favor value-driven strategies. Even when wine enters the market at a competitive cost, the tax structure and channel markups can push final prices into the mid to premium range. For Italian wineries, this often means it is more strategic to defend identity and value positioning, rather than competing aggressively in the low-end segment.
Concentrated Demand: HoReCa and Decision Makers
The real value of the Mexican market lies in the combination of:
HoReCa and fine dining as discovery engines (food pairings, curated wine lists, sommeliers),
Specialized retail (wine shops and premium chains) as consolidation channels,
The growth of high-income cities and experiential consumption clusters.
Market Dynamics and Commercial Rationale
In a market where per-capita consumption is still relatively low, penetration happens primarily in curated contexts where wine is explained, paired, and narrated; restaurants, hospitality venues, wine bars, and experiential formats. This is where brand equity is built and where wineries can protect stronger margins compared to price driven competition at retail shelf level.
Precisely because Mexico is a channel driven market (importers, HoReCa, specialized retail), an event like Wines Experience becomes the most efficient tool: it generates qualified tastings, meaningful commercial contacts, and tangible conversion into listings. Moreover, the EU–Mexico trade framework aims to improve market access for European agri-food products (tariff reduction and protection of geographical indications), reinforcing the medium term solidity of a commercial investment in the country.