The diversity and quality of Spanish wines captivated a knowledgeable and dedicated professional audience at Spain Fusion Mexico

“We were very eager to come to Mexico. We've come to showcase Spanish products and gastronomy, and we do so with respect and admiration for what is probably the most important cuisine in the Americas. Our cuisines are hybrid. The Mediterranean diet couldn't exist without Mexico, but neither could mole poblano have existed without combining ingredients from both places. For us, this is a first step. We want to do much more because we're also at a vibrant moment for Mexican cuisine, which could very well become the new benchmark for world cuisine,” said Benjamín Lana, CEO of Vocento Gastronomía, at an opening ceremony supported by the Spanish Ambassador to Mexico, Juan Duarte; the Director General of International Business Development at ICEX, Pablo Conde; and the Director General of Food at the Ministry of Agriculture, Fisheries and Food, José Miguel Herrero.

Spain Fusion was eager to come to Mexico, and Mexico City more than met all expectations with its response. From early morning, leading professionals in the sommelier profession, chefs, purchasing managers from restaurants, hotels and food chains, and retailers (especially owners of wine shops and gourmet stores) filled the ballroom of the NH Collection Reforma hotel, which was divided into two spaces for the event: one area dedicated to the exhibition and tasting of products, and another transformed into an auditorium for tastings, talks, and showcooking.

In the exhibition area, the 19 Spanish wine producers and distributors took center stage, with wineries predominating: ten in total. “There is enormous interest in Spanish wine in Mexico, and this is an excellent time to expand the market, because the tariff reductions following the review of the Free Trade Agreement between Mexico and the European Union will allow high-end wines to reach the Mexican market at much more competitive prices. However, this premium product needs to be paired with other high-quality culinary offerings; that's why Spain Fusion is the perfect setting,” explained Pablo Conde (ICEX).

“Although Mexico is a country of red wines, and we especially love those from Rioja and Ribera del Duero, we are in a stage of great curiosity and openness. Mexico is the Latin American country where wine bars have gained the most traction,” explained Pablo Mata, one of the leading sommeliers in Mexico. A former sommelier at Pujol and La Buena Barra, Mata entered the wine bar scene with Somma, which currently has two successful locations in Mexico City. He also advises a wine distributor. “I have a strong connection to Spain, but today at Spain Fusion I discovered interesting wines I wasn't familiar with. While it's true that Mexicans hold Rioja dear, it's also true that there are emerging regions with wines of great character, produced in small batches, which are very interesting for a public that, when consuming wine by the glass, is willing to take risks and try new things or expensive wines they wouldn't buy by the bottle,” Mata explained.

Innovation has been a common theme among the exhibiting companies. Roasted and fried almonds with various flavors and even a golden finish; canned wines; collections of table olives with seasonings from around the world (including, of course, dressings with different varieties of chili peppers); and El Almendro nougat in sheets and transformed into energy bars with no added sugar, perfect for enjoying year-round. The exhibiting companies have also paid close attention to their presentation.

“Spanish products already had a strong presence in Mexico, but we are looking to grow in value rather than volume of exports, and for that we need excellence,” explained José Miguel Herrero, head of Foods from Spain. “Spain Fusion truly contributes to elevating the discourse surrounding Spanish gastronomy, and this year, it has also served to strengthen the already very strong ties between our two cuisines,” said María Naranjo, Director of the Agri-food Industry at ICEX, adding that “Mexico, due to its population, rising per capita income, and dynamism, is one of the most interesting markets with the greatest opportunities for the Spanish agri-food sector.”

Mexico also has an emerging segment of high-spending consumers interested in healthy products, who have fallen in love with ingredients like extra virgin olive oil. This hasn't only been noticed by the two EVOO exhibitors, but also by the family business Dulces El Toro, which showcased a wide variety of artisanal shortbread cookies in modern and attractive packaging, with the olive oil-based ones proving to be a huge success. "We brought them as a new product, and to our surprise, they've been our star product," said sales director Álvaro Galicia.

Also among the exhibitors was Fernando Lorente, co-owner of one of Mexico's leading gourmet wine shops, specializing in Spanish products. Tierras de Uva and the eight establishments of the La Naval chain, also dedicated to Spanish wines and gourmet products, were the first Latin American food businesses to obtain the Colmados from Spain certification. "Mexico is also the country in the world with the most restaurants certified with the Restaurants from Spain seal," noted María Naranjo. The certificate presentation at Spain Fusion was presided over by the Spanish Ambassador to Mexico, Juan Duarte.

If the fair was lively, the presentations were no less so. “I couldn't have imagined that a presentation on cold soups and vinegars would be so packed,” said Jordi Parra, executive chef of Vocento Gastronomía, who gave his showcooking demonstration alongside Alfonso Fernández. And speaking of record-breaking turnouts, the two wine tastings offered by Master of Wine Fernando Mora, together with Alfonso Fernández, an international taster who also led the presentation on extra virgin olive oil and acted as master of ceremonies, were particularly well-attended. Demand was so high that the initially planned 48 places had to be increased to accommodate more professionals eager to delve deeper into the world of Spanish wines. “The intention of our tastings is, on the one hand, to reinforce the idea of ​​the 'Spain' wine brand, and on the other, to discover the diversity that Spain boasts in terms of grapes and production areas,” Mora pointed out.

Several Spanish chefs traveled to Mexico, including Álvaro Salazar (Voro, Palma de Mallorca), Xosé T. Cannas (Pepe Vieira, Raxó, Pontevedra), and Juanlu Fernández (Lú, Cocina y Alma, Jerez de la Frontera), who gave a presentation on the exchange of culinary traditions and the fusion of American and European pantries in Andalusian cuisine. César Castañeda, executive chef of Minor Hotels in Mexico and Cuba, also took the stage, speaking about the use of Spanish products in large hotel chains, as did gastronomic consultant Juantxo Sánchez, who discussed the historical relationship between Spanish and Mexican products and culinary traditions.

In the evening, Spain Night Out, a cocktail party featuring traditional tapas and Spanish music, brought together 300 people, including culinary professionals, journalists, and renowned influencers. This year, the tapas were prepared by the restaurants Ajoblanco, Zeru, Emilio, Vega, La Cocina del Bizco, and Bulla, all located in Mexico City and distinguished with the Restaurants from Spain seal. A delicious finale to a first edition that promises a bright future for Spain Fusion Mexico.