Food and Drink - Spring 2014 - 48

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PRODUCERS

Casa Madero

Grande Cabernet Sauvignon. Amazingly, the
winery only started exporting wine in 1989.
What happened between the 16th and the
20th century is an interesting story. Mexico's
wine started to become popular in the 1600s
to the point of causing Spain's exports to
plummet. Charles II of Spain retaliated by

prohibiting its colony from producing wine
and spirits, except for church use. Once
Mexico gained its independence, it was able
to restart winemaking, but production was
greatly hindered through the Mexican revolution and didn't rise again until the 1980s.
Casa Madero's first export was to

Switzerland in 1989, which led to more possibilities outside of Mexico, and by 2000 the
winery was exporting 95 percent of its production to 27 countries. "After that year,
which was our peak for exportation, we
started making an extra effort to sell our
wines within Mexico because there existed
a growing market, and it was an interesting
opportunity," Milmo says. "Today, we are
intentionally giving priority to our national
market. We sell 92 percent to Mexico, and
we only export 8 percent." According to
Milmo, the United States is another intentional target. Little by little, export to the
United States is growing, as well as to new
international markets, which Casa Madero
is gradually pursuing.

Medal Winner

Approximately 170 people work in the vineyard under an agricultural leader who oversees three engineers. A team of 17
people work in the wine cellar, taking care of the grinding, fermentation and conservation of the wine.

<<

48 food & drink * spring 2014 * www.fooddrink-magazine.com

In the Mexican market of white and red
wines, Casa Madero leads the medal count.
Its most awarded bottle is the Casa Madero
Chardonnay, which has earned 77 awards.
Last year, the winery won France's most
important competition in an upset Milmo
compares to "Bottle Shock," a movie in
which a California wine defeated a French
wine in a 1976 contest. Similarly, it was a
great surprise for a Mexican wine to
receive the highest marks and for Casa
Madero Chenin Blanc 2012 to win best
white wine at the Vinalies Internationales.
"That is the most spectacular award the
winery has received to date," he says.
According to Milmo, the market in Mexico
for wine is still very low, as the preferred
drinks are beer and tequila. Currently, the
nation's consumer per capita of wine is
between 500 and 600 milliliters per resident,
compared to Spain or France, which are
between 30 and 40 liters per capita. "This
tells us that the culture in Mexico is still in the
beginning stages," he notes. "Despite this,
we have hope because there is an interesting
prospect for growth." Channels, such as
wholesale to hotels and restaurants - which
represent 70 percent of Casa Madero's sales
- show that the wine category is growing
between 8 and 12 percent annually. At that
rate, it is believed the market will double in
the next six or seven years.
Many factors go into making prize-win-


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Table of Contents for the Digital Edition of Food and Drink - Spring 2014

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Food and Drink - Spring 2014 - Cover1
Food and Drink - Spring 2014 - Cover2
Food and Drink - Spring 2014 - 1
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Food and Drink - Spring 2014 - Contents
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Food and Drink - Spring 2014 - Cover3
Food and Drink - Spring 2014 - Cover4
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