Abstract
In this project we will explore the consumption behavior of wine in Mexico, with focus in Italian Wine, as Italy is one of the top producers of wine worldwide. Wine is starting to consolidate in the consumer preferences in Mexico, however, there is much more to know and understand about the preference and cultural habits of wine consumption. Our aim is to enlighten and reveal the opportunities in this market where consumption is growing and information available is low, therefore we dig into history, cultural and social aspects of the country. This contribution for the industry also gathers different insights and recommendations carried out from a survey held during 2020 that can help to implement strategic decisions to reach the Mexican consumer.
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