For producers of Italian wine Mexico is a market with “incredible potential”. That’s the opinion of Larissa Lawrence IWA, a Mexico City-based importer and distributor of Italian wine. Speaking at last year’s wine2wine Vinitaly Business Forum in Chicago, Larissa outlined the scope of the Mexican market, explained the import and distribution framework, and highlighted some of the Italian wine success stories in the Mexican market in recent years. You can listen to the full presentation here or wherever you get your podcasts.
Diva Maddalena Moretti Polegato and Larissa Lawrence IWA
This informative session was moderated by Diva Maddalena Moretti Polegato, export manager of the prestigious Villa Sandi winery, which has been exporting Prosecco to Mexico for more than 25 years.
A former management consultant and lifelong lover of wine and food, Larissa Lawrence co-founded Vinos Enteros, a wine importing and distribution company in Mexico City in 2017 representing over 200 Italian wine labels. Larissa is also a certified Italian Wine Ambassador.
The economic landscape
As the 12th largest economy in the world, the Mexican market is vast and complex. Mexico has an expanding middle class and a stable, open trade policy. Furthermore, there is a rising demand for high-quality, imported and organic food, as well as health-conscious products, due to rising disposable income and health-living concerns.
The 2024–2025 Michelin Guide for Mexico highlights six key gastronomic regions:
- Mexico City
- Baja California
- Baja California Sur
- Nuevo León
- Quintana Roo
- Oaxaca
Together those six regions account for 40% of Mexico’s GDP, with 25% attributed to Mexico City itself. With a population of 23 million, Mexico City is the largest city in North America, exerting an outsized level of dominance over the country’s economy, and acting as the primary hub for finance, corporate headquarters and services. Mexico City also has a vast, deep and affordable culinary landscape ranging from thousands of street taquerías to high-end dining, including 21 Michelin-starred restaurants. Based on 2020 data, the median age in Mexico City is 35 years old.
Tourism is another vital pillar of the Mexican economy, typically contributing over 8% to the national GDP and acting as a major source of foreign currency, with international visitor spending reaching billions annually ($35.6 billion in 2024). Over 45 million tourists visited Mexico in 2024.
The modernised EU-Mexico Free Trade Agreement, concluded in January 2025, strengthens economic ties by removing almost all remaining tariffs between Mexico and the EU, including wine, and simplifying customs for small businesses.
A growing taste for wine
With over 500% increase of consumption per capita of wine in the last 20 years, the Mexican market for wine is a rapidly growing, high-potential sector characterized by 8% annual sales growth. This impressive growth has been driven by a rising middle class, wine tourism and increasing interest in culinary experiences.
Over 70% of wine consumed in Mexico is imported. In 2023, the Mexican market for imported wine was worth an estimated $328m. Italy, with a market share of approximately 19%, currently sits behind France and Spain as the country’s third biggest wine importer. Sparkling wines are leading growth (e.g., Prosecco and Lambrusco), alongside popular, high-end, red wines like Barolo and Brunello di Montalcino.
The Mexican market for wine is primarily on-premises, with a thriving restaurant and hospitality scene. Mexican consumers regard wine as a symbol of sophistication, with a growing interest in premium, high-quality, and organic products. Restaurant sales (on-premise) and specialized shops are critical for brand establishment, particularly in urban areas like Mexico City. Curious young consumers in urban areas like Mexico City, Guadalajara, and Monterrey are driving demand.
The challenges of exporting to Mexico
Of course, like any large and complex market, Mexico is not without its challenges, and Larissa does not shirk away from these either. Italian wine faces stiff competition from lower-priced competitors including Chile and Spain. Logistics and distribution can be challenging, requiring partnership working with local distributors or brokers to navigate regulatory hurdles and reach key markets. As an expanding market, Larissa also identifies the need for wine education to familiarize consumers with diverse Italian grape varieties and regions.
Finally, Mexico imposes high taxes on imported wine, often totaling 40% to 50% or more of the product’s value. The cost is driven by a 16% Value Added Tax (IVA), a Special Tax on Production and Services (IEPS) ranging from 26.5% to 53% based on alcohol content, and potential import duties.
Success stories
None of these challenges, however, are insurmountable, as wineries like Villa Sandi have demonstrated with successful export results to Mexico, especially to the key tourist destinations.
The key to success, according to Larissa Lawrence, is creating an ecosystem of sommeliers, restaurateurs, wine writers and educators, as well as consortiums, trade bodies and producers themselves.
Listen to the full presentation:
