Wine Tourism in México and the New Architecture of Wineries

The purpose of this paper is to present the architecture of wineries as a key element to promote wine tourism and to present the various activities that fall under the concept of wine tourism. This work is based on an analysis of the new architecture of wine cellars in Mexico and a literature review of recent articles explaining the main activities in which wine tourists take part. We conclude that Mexican wineries with contemporary and functional architectural projects have not used their architecture as part of their marketing, as others have done in different parts of the world. This presents an important topic of study because wine cellar architecture could be a creative means to promote wine tourism in Mexico.