A Market That Continues to Grow
Mexico has become a priority destination for Chilean wine. The figures confirm it: from 1.95 million bottles imported in 2023 to over 2.1 million in 2024, with a growth of 17.58% in the first months of 2025. This dynamism reflects not only an increase in consumption but a profound shift in how Mexicans approach wine.
Mexican wine culture is rapidly expanding, driven by wine tourism, gastronomic sophistication, and a new generation of consumers eager to learn about different origins, terroirs, and grape varietals. For Chilean wineries, this represents both an opportunity and a strategic challenge.
The Premium Positioning Challenge
Although export volume grows consistently, there is a cautionary sign: the average price per bottle has decreased from $25.45 USD in 2023 to $21.62 USD in the first quarter of 2025. This trend indicates that the offering is concentrated in the entry and mid-segments, while the real value lies in scaling up to premium categories.
Changing the perception of Chilean wine from “good and affordable” to “high-end with identity” requires investment in storytelling, consumer education, and strategic presence in the right channels. Toral Wines & Spirits, as a specialized distributor, understands that it is not enough to simply deliver product: it is necessary to build the brand, generate experiences, and connect emotionally with the Mexican consumer.
Trade Fairs: Key Showcases for Positioning
Mexico boasts a vibrant ecosystem of wine fairs that serve as launch platforms for international brands. From Vinoma Fest in Monterrey to the emblematic 100 Vinos Mexicanos Festival in Querétaro, these events bring together producers, sommeliers, distributors, and specialized consumers.
Among the most relevant is the Prissa Wine and Spirits Fair, held on October 17 and 18, 2025, at the Metropolitan Auditorium in Puebla. With over 100 wineries and a thousand brands available for tasting, PRISSA is consolidating its position as a strategic meeting point for professional networking and the exploration of new distribution channels.
For Toral Wines & Spirits and other importing houses, these spaces are fundamental: they allow for product evaluation, the generation of commercial alliances, and the positioning of higher-value labels before an increasingly demanding audience.
The Importance of Innovative Samples on the Ground
One of the great challenges for Chilean wineries is having samples available in Mexico. This allows importers, sommeliers, and potential buyers to evaluate quality, style, and authenticity before placing significant orders. It also facilitates participation in tastings, competitions, and fairs, increasing visibility and building trust.
Opportunities in the HORECA Channel
The HORECA (hotels, restaurants, cafés) channel in Mexican tourist areas is evolving rapidly. This opens a window for introducing high-end wines, boutique labels, and less traditional varietals that offer history and character.
Within the HORECA channel, Cancún plays a fundamental role, as the level of tourism is very strong, and brands must seek space in this territory of Mexico. There are several importers/distributors who specialize in serving large hotel chains.
Opportunities in the Retail Channel
Within the HORECA channel, Cancún plays a fundamental role, as the level of tourism is very strong, and brands must seek space in this territory of Mexico. There are several importers/distributors who specialize in serving large hotel chains. The retail channel has importers/retailers (acting as both importers and retailers) and, on the other hand, retailers who also buy from independent importers/distributors. Retailers having this option to buy directly from brands, unlike in the United States where they must go through an importer, makes competition on pricing very fierce, and one must be prepared to present aggressive prices if the strategy is to reach chains directly. At the same time, this creates pressure on traditional importers who must compete directly with retailers.
Casa Donoso Tequila Barrel Aged: Innovation with Character
A perfect example of how to innovate without losing identity is Casa Donoso Tequila Barrel Aged, a Chilean wine that combines winemaking tradition with a maturation process in Tequila barrels. The result is a wine with a distinctive character, featuring spicy notes, a touch of sweetness, good concentration, soft tannins, and an intense finish.
Casa Donoso represents exactly what the Mexican market demands: authenticity, quality, and a story to tell. It is the type of label that can elevate the perception of Chilean wine and open doors in the premium segment.
Chile and Mexico converge at a strategic moment. With specialized fairs, committed distributors, and curious consumers, the stage is set for Chilean wine to grow not only in volume but in value and prestige.
Casa Donoso Tequila Barrel Aged will be arriving in Costa Rica in November 2025, foreshadowing an excellent reception for this product in that market.
