Wine in Mexico

PROSPECTS

Domestic wine producers focus on high quality products

Over the review period, domestic wine producers focused on developing high quality products that can compete with other recognised brands worldwide. In 2017, long-time wine producers such as Casa Madero, L.

New world wines gaining sales share

Old world wine is still most popular among Mexican consumers, who associate such wine with high quality and sophistication. However, wines from the new world, especially countries such as Chile and Argentina, have been very popular for years now and are perceived as affordable good-quality products.

Opportunities to boost per capita consumption

Wine consumption in Mexico has been growing dynamically over the last five years and is expected to continue to do so over the forecast period, driven mostly by the potential increase in consumption per capita. Compared to other Latin American countries such as Argentina and Uruguay (per capita consumption of 21 and 18 litres in 2017 respectively), consumption in Mexico is still very low (0.

COMPETITIVE LANDSCAPE

La Madrileña continues to lead sales

La Madrileña remained the leading player within wine in 2017. The company manages well-positioned brands that have a long-standing presence in the country.

Wide product range and strong distribution key to success

La Madrileña also owns the leading brand in sherry, Tres Coronas. The latter is widely used for cooking (desserts) and is also a basic ingredient of a popular beverage prepared with orange juice and eggs.

Bodega Las Copas acquires Domecq

In December 2016, the joint venture between Grupo Emperador and Gonzalez Byass, which is now known as Bodega Las Copas, announced the acquisition of the Domecq and Pedro Domecq brands from Pernod Ricard. The acquisition included Domecq’s wine, brandy and spirits brands.

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