Toral Wines and TerravitaBevs completed a new tour across different cities in Mexico, strengthening their brands’ presence in an increasingly dynamic market. According to 2024 data, the per capita wine consumption in Mexico reaches 1.3 liters annually, a figure that contrasts with the 0.8 liters recorded in 2021, reflecting sustained and promising growth.
For comparison, consumption in the United States is nearly 10 liters per capita, though it shows a downward trend of 4% annually in recent years.
Regarding market preferences, Californian wines concentrate their consumption mainly in Cancun and Los Cabos, while Chilean wines show a more balanced distribution across different sales channels, both on-premise and off-premise.
For decades, Chilean wines have been part of everyday consumption in Mexico. From supermarkets to restaurants, Chilean labels have generated recognition and trust among consumers. However, the true challenge today is to make a qualitative leap: not only to increase volume but also to reinvent the value, sophistication, and perception on the Mexican palate.
A New Beat in Exportation
Close to 80% of Chilean wine production is destined for export, with figures hovering around 60 million cases per year. In Mexico, import data shows that in 2023, 1.95 million Chilean bottles entered the country for a value of $49.7 million, at an average price of $25.45 USD per bottle.
In 2024, the volume increased to 2.1 million bottles, although the price dropped to $23.57 USD. And in the first four months of 2025, over 700,000 bottles have been imported, a 17.5% increase compared to the same period last year, while the average price descended to $21.62 USD. This trend reflects that, although the market is growing in volume, the premium niche is still yet to be consolidated.
Challenges to Reposition the “Chilean Brand”
One of the main obstacles is that Chile remains associated with the entry or medium segment. The challenge is to shift that portfolio toward a mix that incorporates greater value, not by artificially raising prices, but through quality, origin, technique, and complexity. Specific regions play a fundamental role: areas like Maule Costero or Maule Cordillera offer differentiated terroir profiles that could be the key to driving the new stage of Chilean wine.
Strains That Tell Stories and the Innovative Products Brought by TerravitaBevs and Toral Wines
To understand the profile Chile aims to showcase, four strains well represent this winemaking evolution:
- Cabernet Sauvignon Bourbon Barrel, more structured and elegant, especially when sourced from regions like Maule Costero, ideal for aging wines. Lately, aging in different liquor varieties such as tequila, rum, and bourbon is setting a trend.
- Cabernet Sauvignon Tequila Barrel Aged, with a totally innovative style, seeks to connect with a young and curious audience, open to discovering new experiences. Its character comes from a unique maturation process: six months in American oak barrels and two additional months in barrels previously used to age tequila.
- Buttery Chardonnay, a profile that has been well-received and is an absolute disruptive success in countries like Brazil and the United States.
- Cordillera Sauvignon Blanc, sourced from vineyards in areas like Maule Cordillera, with fresh, mineral wines highly suitable for warm climates like the Mexican one.
These varieties reflect a more complex narrative that seeks to entice the consumer who already knows the basics of Chilean wine and is ready to discover its next level.
Mexico: Opportunity and Strategy
Thanks to the Free Trade Agreement between Mexico and Chile, Chilean wine enters the country duty-free, which facilitates its arrival. However, it must contend with internal taxes and increasingly intense global competition, in addition to the growth of the national industry.
The strategy focuses on three fronts: working with the specialized channel, strengthening presence in restaurants and bars, and connecting with the final consumer through experiences. Wine, as a cultural product, is sold alongside gastronomy and wine tourism, and Chile seeks to enhance that link by leveraging the growing wine culture that Mexico has developed.
Toral Wines and TerravitaBevs, Present Once Again at the Prissa Event in Mexico City
Last weekend, Prissa organized its traditional Wine and Spirits Fair 2025 in Mexico City, a space that brought together a dozen producers, importers, and, of course, Terravitabevs and Toral Wines, in addition to hundreds of labels, both national and international, including a prominent selection of premium wines from Chile, Spain, Argentina, Mexico, France, California, etc.
Specialized tastings led by recognized sommeliers, presentations of new high-end labels, and gourmet pairing rounds integrating signature cuisine, live music, and lounge areas for wine enthusiasts took place. This fair establishes itself as a key showcase not only for volume consumption but also for opening the door to the high-end segment, which reinforces the opportunity for Chilean wine to demonstrate its evolution toward higher quality, sophistication, and recognition in the Mexican market.
Casa Donoso Bourbon Barrel Aged
As an example of this new generation of Chilean wines, the Bourbon Barrel Aged line from Casa Donoso stands out. Sourced from the Maule Valley, it combines 100% Cabernet Sauvignon with aging in American bourbon barrels that contributes notes of dark chocolate, caramel, and vanilla. The result is a concentrated yet elegant wine that balances power and subtlety. This label represents the innovation and search for identity that define the new direction of Chilean wine: a commitment to character, technique, and distinction, designed to win over the consumer who seeks authentic experiences in the glass.
Chile’s challenge in Mexico is not just to increase sales, but to build a new perception. With a diverse offering, regions with their own identity, and a generation of winemakers committed to excellence, Chilean wine has everything to consolidate itself in the premium segment. The goal is clear: that every glass served in Mexico speaks of quality, origin, and evolution.
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