Report Highlights: Mexico is an emerging market for U.S.-origin wine. Currently Mexican, Chilean and European (Spanish and French) wines dominate the market. However, U.S. wines (and in particular California wines) have great potential to increase market share, especially in the middle income consumer segment, with more market promotion activities. Most Mexican wine consumers are familiar with California wines but these wines rank in the middle of the pack for awareness, trial, purchase interest and imagery compared to other major competitors.