Casa Madero

What Casa Madero does

Casa Madero is a privately held, family-owned Mexican winery operating continuously since 1597 from the Hacienda San Lorenzo estate in Valle de Parras, Coahuila, making it the oldest active winery in the Americas. The company produces a portfolio of premium wines organized into four core collections — Gran Reserva, Varietales, Ensambles, and Vinos de Uvas Orgánicas (Mexico's first certified organic wine line) — supplemented by limited editions including the flagship '1597 Selección de Barricas,' sparkling wines made using the traditional Champenoise method, an orange wine (Vino Naranja), and specialty blends such as 3V and 2V. Casa Madero holds multiple industry firsts: first organic vineyard in Mexico (USDA Organic + BCS ÖKO Garantie, 2012), first Mexican winery to achieve ISO 9001:2008, V-Label vegan certification across the full portfolio (2021), and the 'Primer Pago de América' designation from Grandes Pagos de España (2016). The estate's viticulture is built on a unique microclimate at 1,500m altitude in a desert oasis, with clay-sandy limestone soils and large diurnal temperature variation enabling distinct grape maturation.

Casa Madero generates revenue through three primary streams. First, direct-to-consumer wine sales via the proprietary e-commerce platform tiendamadero.com and an on-site physical retail store at the winery, covering the complete portfolio including limited and exclusive releases. Second, curated wine tourism experiences at Hacienda San Lorenzo — including the 'Cata de Vinos' guided tasting ($500 per person), the 'Recorrido por Bodega' winery tour ($750 per person), and a fully personalized sommelier-led gastronomic experience ($2,450 per person, minimum 4, maximum 8 guests). Third, private event hosting for families and corporate groups, offering customizable packages with accommodation, meals, team-building activities, and wine experiences. Export distribution via international partners reaches 27 countries, complemented historically by channel placements such as Mexicana de Aviación first class.

The company's customer base spans individual wine consumers seeking premium Mexican wines, domestic and international wine tourists, and corporate and family event organizers. Casa Madero also operates the affiliated Casa-Hogar Quinta Manuelita, a non-profit charitable institution founded in 1902 sheltering underprivileged girls and providing educational scholarships in Parras, Coahuila — underscoring its long-running family and community commitment. With over 1,000 international medals accumulated and recognition as the most awarded winery in Mexico by the World Ranking of Wines & Spirits, Casa Madero's competitive positioning rests on irreplaceable heritage, multiple first-mover certifications, and an integrated estate-based experience model rather than on volume or modern technology differentiation.

Name

Casa Madero

Legal name

Casa Madero

Website

https://madero.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Casa Madero, founded in 1597, is a private family-owned Mexican winery in Valle de Parras producing premium, organic, and vegan-certified wines. It sells via direct-to-consumer channels, wine tourism, private events, and exports to 27 countries.

Ownership category

akta.pro rank

Product category

Premium Winery

NAICS

Wineries (31213), Beer, Wine, and Liquor Retailers (445320), Drinking Places (Alcoholic Beverages) (7224)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Organic Vineyard & Wine Grape Farming (AFAGAKAI), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Premium wine production
• Wine tourism experiences
• Organic viticulture practices
• Estate winery hospitality
• Private event venues

Headquarters

HQ city

Parras

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wine Sales: Direct sales of wines through online store (tiendamadero.com) and physical retail store at the winery. Product portfolio includes Varietales, Gran Reserva, Organic Grape wines, Ensambles, Limited Editions, and sparkling wines.
2. Wine Tourism Experiences: Revenue from curated experiences including personalized tours of the historic winery, sommelier-led wine tastings, and gastronomic experiences at Hacienda San Lorenzo. Offerings include Recorrido por Bodega (winery tour), Cata de Vinos (wine tasting), and Experiencia Personalizada (personalized experience).
3. Private Events Hosting: Hosting private events including family gatherings and corporate retreats at Hacienda San Lorenzo, with customizable services including accommodation, meals, team-building activities, and wine experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Casa Madero is a Mexican winery that produces and sells premium wines from its historic estate in Valle de Parras, Coahuila, the oldest active winery in the Americas since 1597. The portfolio includes four main wine collections (Gran Reserva, Varietales, Ensambles, and Organic Grape), limited editions including the flagship 1597 Selección de Barricas, sparkling wines, and orange wine. The company also operates wine tourism experiences (winery tours, tastings, gastronomic experiences) and hosts private events at Hacienda San Lorenzo, distributing through its own online store, on-site retail, and exports to 27 countries.

Product overview

Casa Madero is a winery producing wines from its vineyard in Valle de Parras, Coahuila, Mexico, operating since 1597 as the oldest winery in the Americas. The product portfolio consists of four main wine collections: Gran Reserva (premium aged wines), Varietales (single-grape wines), Ensambles (blended wines), and Vinos de Uvas Orgánicas (organic wines), complemented by limited edition releases including the flagship 1597 commemorative wine and Vino Espumoso. The company also offers wine tourism experiences, private event hosting at Hacienda San Lorenzo, and an online store. Products are organized into varietal lines including Cabernet Sauvignon, Shiraz, Merlot, Malbec, Chardonnay, Chenin Blanc, and specialty blends like 3V (Cabernet Sauvignon, Merlot, Tempranillo) and 2V (Chardonnay, Chenin Blanc).

Differentiator

Problem solved

Functional benefit

Products and services

• Gran Reserva Collection Premium wine collection featuring only grapes that have achieved optimal ripeness and aromatic expression from Valle de Parras, aged in finest barrels following centuries-old traditions.
• Varietales Collection Wines that highlight the character, expression, and potential of specific grape varieties, created with balance between fruit sensations and noble barrel aging.
• Ensambles Collection (3V, 2V, V Rosado) Contemporary blended wines including 3V (Cabernet Sauvignon, Merlot, Tempranillo), 2V (Chardonnay, Chenin Blanc), and V Rosado (Shiraz), designed for the avant-garde with fruit-forward, versatile profiles.
• Vinos de Uvas Orgánicas (Organic Grape Wines) Wines made from organic grapes following strict organic agriculture guidelines, representing Mexico's first certified organic vineyard products with USDA Organic and BCS ÖKO Garantie certification.
• Ediciones Limitadas (Limited Editions) Limited edition wines inspired by Casa Madero's rich history, created through collaboration of viticulture and enology teams for special occasions.
• 1597 Selección de Barricas The maximum expression of Valle de Parras, the result of meticulous barrel-by-barrel selection by Casa Madero's enologists and viticulturers.
• Gran Reserva 3V Premium ensemble of Cabernet Sauvignon, Cabernet Franc, and Shiraz representing the finest expression of the Valle de Parras terroir.
• Vino Espumoso Casa Madero (Sparkling Wine) 100% Chardonnay sparkling wine made using traditional Champenoise method, capturing the essence of Valle de Parras terroir.
• Vino Naranja (Orange Wine) Orange wine made from 100% Colombard grapes, representing an innovative addition to Casa Madero's portfolio.
• Wine Tasting Experience (Cata de Vinos) Guided wine tasting experience priced at $500 per person, featuring three wines including Gran Reserva, Reserva, and white/rosé wines. Approximately 30 minutes duration, minimum 4 people, limited to 12.
• Winery Tour (Recorrido por Bodega) Open group tour at $750 per person, including access to the oldest winery in America, production processes, historic areas with 50+ year old barrels and presses from 1808, and guided tasting of three selected wines. Approximately 45 minutes duration.
• Personalized Experience (Experiencia Personalizada) Premium private experience at $2,450 per person including sommelier-guided tour, special menu by house chef with ingredients from the garden, wine pairing with Gran Reserva red and white wines. Minimum 4 people, limited to 8. Approximately 30 minutes duration.
• Private Events at Hacienda San Lorenzo Hosting of private events including family gatherings and corporate retreats at Hacienda San Lorenzo, with customizable services including accommodation, meals, team-building activities, and wine experiences.
• Obsequios (Gift Sets) Premium gift sets including wine bottles with accessories such as rigid cases and corkscrews for special occasions.

Quantifiable outcome

• Top 10 world's most awarded wines in World Ranking of Wines & Spirits
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• BCS KIWA ÖKO GarantiecoreOthersCertification partner for organic vineyard certification. BCS KIWA ÖKO Garantie certified Casa Madero as the first organic vineyard in Mexico under USDA National Organic Program standards.
• V-LabelcoreOthersEuropean vegan certification body that awarded Casa Madero full portfolio vegan certification, the most recognized seal in the European Union for plant-based products.
• Grandes Pagos de EspañaflagshipStrategic or Co-development PartnerSpanish association of premium wine estates that granted Casa Madero the status of 'Primer Pago de América' (First Pago in America), recognizing exceptional terroir-specific quality within its delimited production area.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bodegas de Santo Tomás: One of the oldest wineries in Mexico (founded 1888) operating in Baja California with broad varietal portfolio and wine tourism. Comparable as a historic Mexican producer combining winery heritage and tourism experiences.
• Viñedos La Redonda: Mexican winery based in Querétaro producing premium wines from estate vineyards. Comparable as a domestic producer competing for Mexican premium wine consumers and DTC sales.
• L.A. Cetto: Mexico's largest winery, headquartered in Baja California, producing a broad portfolio of varietal and premium Mexican wines. Directly comparable as a heritage Mexican producer competing for the same domestic premium consumer and export channels.
• Monte Xanic: Premium Mexican winery based in Valle de Guadalupe, Baja California, focused on high-end wines with terroir-driven positioning. Directly comparable on premium Mexican wine strategy, DTC, and wine tourism.

Broad incumbents

• Freixenet: Global sparkling wine producer with significant Mexican operations and historical ties to the country. Comparable as a large-scale premium wine producer serving the Mexican market with established international distribution.
• Familia Torres: Fifth-generation Spanish premium wine family with global footprint, organic viticulture, and strong heritage positioning. Comparable on premium family-owned wine heritage, organic credentials, and international export model.
• E. & J. Gallo Winery: World's largest wine producer with broad portfolio across price points and dominant US/international distribution. Comparable as a wine industry incumbent whose scale sets competitive benchmarks in export markets.
• Trapiche: Major Argentine wine producer with broad portfolio including premium Malbec lines and international export presence. Comparable as a Latin American premium wine exporter with diversified product and market strategy.
• Concha y Toro: Chile's largest wine producer and one of the world's top wine companies by volume, with broad premium portfolio and global export reach. Comparable as a Latin American premium wine exporter competing in Casa Madero's international markets.
• Penfolds (Treasury Wine Estates): Premium Australian wine brand under Treasury Wine Estates with global luxury positioning and multi-region sourcing. Comparable as a premium wine brand leveraging heritage storytelling and global distribution.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/casamadero?lang=es
• YouTubeyoutube.com/user/CasaMadero1597
• Facebookes-la.facebook.com/CasaMadero1597
• Instagraminstagram.com/casamadero/?hl=es-la

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Casa Madero