According to Wine Intelligence Mexico is an interesting market with more millennial wine drinkers than other countries.

As the Mexican wine market continues to evolve, there is a growing opportunity for a broader range of wines, particularly with Millennial wine drinkers.

”As recently as 2016, typical Mexican wine consumers were aged around 40; today, 59% of wine consumers are now under the age of 35. This is significant because in many wine markets, the average age of consumers is climbing, reflecting ageing populations as a whole. In Mexico, an opportunity is fast opening up for wine producers and brands to connect with this emerging wine drinker group. Millennials in Mexico are enjoying building their knowledge and experience in wine, with 83% stating they have a strong interest in wine, whilst also enjoying exploring grape varieties and countries of origin’

But what kind of wines are the Mexican Millennials interested in?

”The main beneficiaries of this are producers of sweeter or more fragrant whites made from Moscato, Torrontes and Verdelho; and among reds, Tempranillo. From a source country perspective, domestically produced continues to dominate the market, and drinkers are increasingly turning away from wine from Argentina and Chile, and towards Italy and California.”

So this is most definitely a market for canned wines, spritzers, hard seltzer and millennial driven wine in general.

Source: Wine Intelligence

Wine Intelligence offers a broad range of research, insights and strategy services which help wine business make better and more profitable business decisions. Quotes are from CEO Lulie Halstead.

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