Nielsen IQ strengthens its partnership with Wines Experience & Fine Food as Official Data Partner in Mexico
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The collaboration between NielsenIQ and Wines Experience & Fine Food continues in Mexico, building on the work already started during the Ho Chi Minh City edition.
In Vietnam, NIQ took part in the “Southeast Asia’s Next Phase” state of the industry discussion, where data was combined with the direct experience of local wine professionals to understand how consumption was evolving across the market. The conversation looked at some of the changes already visible in Vietnam: growing interest in white, rosé and sparkling wines, differences between Hanoi, Da Nang and Ho Chi Minh City, the role of younger consumers and the increasing importance of taste, origin and occasion when choosing a wine.
The Mexico edition develops that collaboration further, with NielsenIQ joining Wines Experience & Fine Food as Official Data Partner.
A closer look at the Mexican market
Mexico presents a very different market, and having reliable data becomes particularly useful when companies are deciding which products to bring, how to position them and which channels deserve more attention.
During the event, NIQ will provide a more detailed view of how food and beverage consumption is moving in Mexico, looking at current purchasing behaviour and the trends that could influence the market over the next few years.
This information will be integrated into a dedicated Data Hub, giving exhibitors and visitors access to a clearer picture of the market during the two days of the event. The focus will be on practical questions around category performance, consumer behaviour, pricing, channels and emerging trends.
NIQ will also lead a dedicated masterclass, where its specialists will go deeper into the data and explain how these changes are affecting the Mexican food and beverage industry.
For a winery or food company entering Mexico, this kind of information can help refine decisions that often have to be made before meeting an importer. Which categories are gaining attention? Where are consumers willing to spend more? Which price ranges are under greater pressure? Are certain products performing better in retail, hospitality or other channels? And how are purchasing habits changing as the market evolves?
Continuing what started in Vietnam
The Vietnam session already showed how useful market data becomes when it is connected with what professionals are seeing every day.
One of the points discussed in Ho Chi Minh City was the growing share of white wine and the stronger interest in white, rosé and sparkling styles. The conversation also highlighted how different the market can look depending on the city: gifting remains particularly relevant in Hanoi, tourism influences demand in Da Nang, while Ho Chi Minh City offers a broader and more experimental consumer base.
The discussion also touched on younger consumers, moderation and the competition between wine and cocktails, together with the growing role of sommeliers and hospitality teams in introducing less familiar products.
Those insights helped producers look at Vietnam with more detail than a general market overview could provide.
Mexico will follow the same approach, adapted to a completely different market.
Data as part of the commercial conversation
The partnership with NielsenIQ also fits naturally with the business side of Wines Experience & Fine Food.
Companies will be meeting importers, distributors, retailers and hospitality professionals during the event, while the Data Hub and the masterclass will provide additional context for those conversations.
A producer may discover that the wine they originally considered their strongest option is sitting in a particularly competitive price range. Another may find more space for a premium label, a specific grape variety or a product suited to a different channel. Food companies can use the same information when deciding whether their offer makes more sense for retail, gourmet distribution or Ho.Re.Ca.
Having this context available during the event makes it easier to discuss the portfolio with buyers using the market they already work in as a reference.
With NielsenIQ returning as a partner for Mexico, the collaboration now moves into a second international market. Vietnam gave us a closer view of a developing Southeast Asian wine scene. Mexico will add another perspective, helping companies understand a market that is becoming increasingly relevant for European food and beverage producers.
The NIQ Data Hub and dedicated masterclass will be part of Wines Experience & Fine Food Mexico on November 5–6, 2026, giving exhibitors another tool to understand the market while they are building relationships inside it.
