Advances in Marketing Innovation to Enhance Resilience in the Wine Industry in Mexico

Abstract

The socioeconomic context poses challenges that threaten the economic sustainability of various productive sectors, such as viticulture. In this regard, Valle de Guadalupe in Mexico has experienced exponential growth in the number of its wineries, posing a threat of deterioration of terroir, considering the limited natural resources typical of semi-arid ecosystems. As a result, the competitiveness of the industry is also constrained. In this context, a strategy based on the production of high-end wines, accompanied by marketing strategies that promote the creation of innovative brands, is one possible response to resilience in the sector. This research conducts a diagnosis of innovation by wineries and its impact on their marketing strategies across the four Ps. It is a descriptive study with a sample of 37 wine-producing companies associated with Provino de Ensenada. These analysis results conclude that in the Valle de Guadalupe´s wineries the product and promotion factor shows increase in their innovations, while in the price and place factor, it was found that companies do not innovate.