Export Market Guide - Mexico

All regulatory information for exporting wine goods to Mexico, including the regulatory environment, duties and taxes, and permitted additives.

Unless an exemption has been granted by Wine Australia, grape products exported from Australia must comply with the Food Standards Code. Accordingly, the labelling and wine standards information in Wine Australia’s Export Market Guides should be read in conjunction with Wine Australia’s Licensing and Compliance Guide which contains the requirements of the Food Standards Code and applicable exemptions.

Mexico shares its northern border with the United States and meets Guatemala and Belize on its southern border. It is surrounded on the south and west by the Pacific Ocean and sits on the Gulf of Mexico and Caribbean Sea. Mexico is the most populous Spanish-speaking country in the world.

Mexico was the site of advanced Amerindian civilisations including the Mayas and Aztecs when it came under Spanish rule in the 16th century. It achieved independence in the 19th century. Mexico is the 15th largest economy in the world in nominal GDP terms, but still battles high inequality, low productivity, weak rule of law and corruption. 

Mexico is currently one of only two Latin American members of the OECD (the other is Chile), which is evidence of the growing transparency and improved governance across the Mexican economy. Mexico is also one of the WTO members with the greatest number of Free Trade Agreements with a network of 13 FTAs with 50 countries.  

Australia and Mexico are parties to the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) which was signed by all 11 countries on 8 March 2018. CPTPP entered into force in late 2018. Australia also launched negotiations for a Free Trade Agreement on 30 June 2017 with the Pacific Alliance trading bloc comprising Chile, Colombia, Mexico and Peru. The Pacific Alliance FTA is still under negotiation.

Mexico has a long history of winemaking beginning in the 16th century with the arrival of the Spanish, making it the oldest wine-growing region in the Americas. There are approximately 60 wineries in Mexico with the majority of them in Baja California which accounts for around 90 per cent of Mexican wine production. 
Average consumption of wine is still low but is growing steadily, led in particular by the growing middle classes and those aged between 25 and 35. Per capita consumption is estimated at approximately 1.5 litres per person per year. Beer and tequila are the most popular alcoholic beverages and are not subject to the 25-30 per cent special tax that is applicable to wine. Brandy and fortified wines are also extremely popular. 

Imported wines dominate the Mexican market with approximately 60 per cent market share. Approximately 169 million litres of wine were imported in 2022 with a value over USD$ 730 million.  Spain is the number one country of origin for wine imports by volume, followed by Chile, Italy, Argentina and the United States. By value, Spain, Chile, Italy and Argentina are the leading countries. Wine from each of these countries enters Mexico duty free. Australia’s import tariffs are falling under CPTPP, but not all categories have reached the zero tariff. 

The majority of wine is sold between Mx100 – 200 at retail level. Red wine accounts for the highest category of wine sold in the market claiming a 60 per cent share of volume sales. The major cities of Mexico City, Monterrey, Guadalajara and Puebla are the main hubs for wine sales within Mexico but tourist areas including Cancún are also important wine markets.