In recent years the wine industry has changed a lot; Mexico now ranks among the top producers of high quality wine that can compete with the best in the world.
Lluís Raventós, winemaker and director of Freixenet Mexico, also national president of the Wine Committee within the Board of Directors of the Mexican Wine Council, analyzed the current outlook of the industry at the national level and its future scope within the global arena. In contrast to Mexican distillates such as tequila and mezcal, whose cultural roots go back many generations, even today there are many gaps to fill with wine produced in Mexico. It is known that Mexico was the first place in North America where wine production began; with this, it dates back to 1593 when wine production began within the national territory in Coahuila. The wine industry has undergone great changes, but the last ten years have seen positive results that have positioned the country as a benchmark in the production and quality of its products.
Although Mexico has historically been linked to the wine industry, it is still known as a growing nation in the industry. This means enormous possibilities and even a promising future for the country. Due to the increase in wine consumption within the country, and the high demand for exports, the wine industry has become a very lucrative sector.
In this regard, the IWSR Drinks Market Analysis states that sparkling wine consumption will continue to increase, as will e-commerce as a sales channel for purchasing this type of product. Something that is changing the way wine is consumed is the increased awareness arround the environment. As a response to this, people now say “yes” to more sustainable products, such as cans of wine. Lluís Raventós also expressed his support for this movement and encouraged consumption.
“Wine producers need to make quality wine; whether you make a canned wine, make more traditional wines or bulk wines. What we producers have to do is to adapt to the consumer in order to continue growing in the industry. Always under a quality wine scheme”.he emphasizes. The key is to make sure that quality is not compromised, regardless of the format used,” he added.
Last year, Mexico ranked 36th among the main wine producers according to the International Organisation of Vine and Wine. This means that Mexico will contribute significantly to 0.2% of global wine production.
According to Lluís, responsible wine consumption is on the rise in Mexico and “this is an interesting niche market where you have to stay ahead of the curve to keep up with trends. My generation is not the same as my children’s, I say this thinking about the romanticism that used to exist when opening a corked bottle, smelling and doing the whole ritual that no longer happens today because they are looking for things faster; even the consumer has changed”.
The Mexican Wine Council issued a communiqué in March of that year to express its dissatisfaction with the high percentages of IEPS, VAT and the extra 4.5% charged by state governments, which amounted to up to half of the total unit price of the product.
In 2022, ICEX España Exportación e Inversiones conducted a research study entitled “The wine market in Mexico” with the objective of evaluating the production and domestic demand for Mexican wine. The results revealed that production was less than the quantity required to meet market demands, so it is necessary to design specific strategies to meet this demand.
The current demand for wine in Mexico is mainly covered by wine imports from other countries. Only a small portion is achieved locally. This is what the OIV (International Wine Organization) indicates, and it ranks 23rd among the countries that buy the most wines.
“At Freixenet we are focused on the wines we produce here in Mexico, but we are also focused on the global, that is, the group we belong to which is called Henkell Freixenet. Our goal is to be leaders in sparkling wines in the world; we want to continue growing with our brands Freixenet, Henkell and Mionetto, and obviously with our local brands: Sala Vivé and Viña Dolores.”he concluded.
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