The Basque Country's wine sector has set its sights on Mexico, a market it considers strategic for its future international development. From September 1st to 4th, a total of 23 Basque companies, including wineries, cider houses and distilleries, have been the protagonists of the trade mission “Basque Wine” in the cities of Mexico City and Guadalajara. This event, sponsored by the Basque Government, was intended primarily to strengthen ties with importers, distributors, and other industry professionals in the country.
The objective is clear: to strengthen the brand Basque Wine and solidly position the wines of Rioja Alavesa, the characteristic ones txakolies and Basque cider. The choice of Mexico is no coincidence, as it is a market with a growing demand for imported wines.
Amaia Barredo, Minister of Food, Rural Development, Agriculture, and Fisheries of the Basque Government, highlighted the opportunity this represents. "Wine has become fashionable, associated with high-quality consumption, so it can be positioned as a product of the future and for expansion in the North American country.", Barredo stated. The councilor insisted that "Mexico is a market that is growing in wine consumption and imports.".
During the mission, which included exhibitions and trade meetings, the aim was to open and consolidate distribution channels for both wineries already operating in the country and those seeking an import partner. In this sense, the renowned Basque culinary culture acts as an important added value that facilitates the introduction of these high-end beverages.
“The high quality of our beverages is already recognized in numerous countries. Now we want to bring that excellence closer to the Mexican public, sharing unique flavors and the values that make it possible: identity, trust, tradition, and innovation.”, the counselor added. Barredo also contextualized this initiative in the current global panorama, noting that "Thanks to the work of our producers, we can showcase the best of the Basque Country to the world. Especially now, when we must find alternatives to the trade problems that affect everyone.".
The figures support this strategy. Between 2017 and 2022, Basque beverage exports to Mexico experienced a sustained annual growth of 7,2%, reaching an average price of €7,05 per liter, reflecting its positioning in a quality segment. Although red wine accounts for nearly 80% of Mexican purchases, the 19% increase in the value of white wine with Basque PDO During last year.
Within the Basque offer, wines with designation of origin Rioja Alavesa are the main protagonists, concentrating 69% of the exported volume and an impressive 90% of total billing of the wines that the Basque Country sells abroad.
This trade mission not only seeks to take advantage of the strong momentum of the Mexican market, but also to diversify destinations in the face of potential trade uncertainties, such as the threat of tariffs in key markets like the United States.
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