The current Director General of the Mexican Wine Council is optimistic about the evolution of Mexican wine internationally and invites the sector to participate in the World Vine and Wine Congress to be held from October 31 to November 4 in Baja California.
She is passionate about wine and the Mexican countryside… How did it all start?
I grew up near the countryside but never imagined that I would dedicate myself to this sector. After studying communication I undertook and opened my first traditional Mexican candy store.
Then I started tasting tequila with pairings and many doors opened. I have dedicated myself to the tequila sector, the brewer and even the mezcal until, finally, they invited me to know the world of Mexican wine.
You are one of the most influential people in the world of wine in Central America, what advice would you give to those women who want to gain a foothold in the wine sector?
We are all responsible for making our work visible. We must support each other to grow together.
How is this global crisis affecting Mexico’s wine landscape? What are the main challenges to work on?
Mexico has not been spared from inflation. We have had supply problems with bottles, corks, boxes, labels… However, during the pandemic Mexican wine has been placed on the front line for sale online, especially through Amazon.
On the other hand, the pandemic affected wine tourism at the time. The harvest and the wine festivals are very relevant here and the health crisis came just as we were growing. However, we can already say that we have recovered much of the wine tourism and visitors parties. We are 100% active and have won international medals.
The strategies we are working on now are varied, but we are focusing on the issue of labelling. Currently, we work on the 142 standard of labeling and commercial information, orienting us towards an electronic labeling (through QR codes) and always collaborating with producers and distributors. This is a very comprehensive label in terms of consumer information.
We have also been preparing an official Mexican standard for wine for two years, non-existent today. We lead the table along with other associations. In addition, we would like to update the tax system to encourage responsible growth of the industry.
How is Mexican wine selling abroad?
Our main customer is the United States, also for logistics reasons. We also export to Canada, Asia and, little by little, to Europe. Still, the significance of this data is very great, as it implies that we are opening new doors.
What are the main trends in the Mexican wine economy?
We have consumers educated in terms of wine and that generates more demanding consumers. That is why we are constantly trying to improve quality and, for the moment, we are doing very well in international competitions.
There is a growing demand for sparkling wines, typical of the central part of the country, as well as cabernets, whites and even verdejos, which are doing very well in the San Vicente Valley. We are also experimenting in other regions, such as Jalisco, Hidalgo and Nuevo León.