New Mexico Wine

What New Mexico Wine does

New Mexico Wine, formally the New Mexico Wine & Grape Growers Association, is a 501c6 non-profit trade association founded in 1991 and headquartered in Albuquerque, New Mexico. It represents approximately 50 licensed wineries and Allied Trade members across the state, operating as the central coordinating body for New Mexico's wine industry with a stated mission to promote, protect, and educate. The association runs two flagship annual wine festivals in Albuquerque and Las Cruces on Memorial Day and Labor Day weekends that draw nearly 50,000 combined attendees, and in 2023 opened the New Mexico Wine Studio, an owned wine bar and hospitality center in Albuquerque. Its platform portfolio includes the nmwine.com consumer site, a winery directory, social media channels, and the Viva Vino Classifieds B2B marketplace for bulk wine, grapes, equipment, and employment transactions.

The association's revenue mechanics rely on a recurring base of membership dues from wineries, vineyards, and Allied Trade members, layered with transactional revenue from festival ticket sales, vendor fees, and sponsorships, plus listing fees from the Classifieds marketplace. It also administers the Vine Fund, a $1MM vineyard restoration grant program created by the New Mexico Legislature in 2022, co-managed with New Mexico State University and the New Mexico Department of Agriculture. Partnerships with state and local tourism agencies (including the New Mexico True campaign) and Heritage Hotels & Resorts extend its GTM motion into lodging and tourism channels. The association is led by Executive Director Christopher Goblet and a board composed of industry operator-members, with a staff of approximately 3 people supporting the broader 50-winery member ecosystem.

Name

New Mexico Wine

Legal name

New Mexico Wine & Grape Growers Association

Website

https://nmwine.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

New Mexico Wine is a 501c6 non-profit trade association founded in 1991 that represents and promotes roughly 50 licensed wineries and Allied Trade members across New Mexico through festivals, education, advocacy, and industry services.

Ownership category

akta.pro rank

Product category

Wine Industry Trade Association

NAICS

Wineries (312130), Grape Vineyards (111332)

SIC

Services-Membership Organizations (8600), Beverages (2080)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Vineyard Establishment & Development (Site Prep, Trellising, Planting) (AFAGAJAA), Grape Growing & Canopy Management (In-Season Vineyard Operations) (AFAGAJAB)

Keywords

• Wine trade association
• Wine industry promotion
• Winery membership services
• Wine festival events
• Viticulture advocacy

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Membership dues: Association generates revenue from membership fees charged to licensed wineries, operating vineyards that sell grapes to the industry, and Associate Memberships for Allied Trade companies.
2. Wine festivals and events: Major revenue source from hosting large-scale wine festivals in Albuquerque and Las Cruces (Memorial Day and Labor Day weekends) with ticket sales, vendor fees, and sponsorships.
3. Classifieds platform: Viva Vino Classifieds platform facilitates wine industry transactions (bulk wine, grapes, equipment, employment) with posting and listing fees.
4. Vine Fund grant administration: The Vine Fund is a $1MM state grant program administered by the association but funded by the Legislature in 2022, not direct revenue for the association.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

The New Mexico Wine & Grape Growers Association is a 501c6 non-profit trade association that promotes, protects, and educates on behalf of New Mexico's wine industry, currently representing over 50 member wineries and tasting rooms throughout the state. It operates large-scale wine festivals in Albuquerque and Las Cruces, runs the New Mexico Wine Studio hospitality center, maintains the Viva Vino Classifieds industry marketplace, and administers the $1MM Vine Fund vineyard restoration grant program.

Product overview

New Mexico Wine & Grape Growers Association operates as a unified portfolio of wine industry services rather than a single product. The core offering is the Viva Vino membership association (501c6 non-profit) which provides promotion, protection, and education for New Mexico's wine industry encompassing 50+ member wineries. This is supported by multiple distinct products: the Viva Vino website serving as the primary digital hub for wine tourism; the Viva Vino Classifieds marketplace enabling trade of bulk wine, grapes, equipment, and employment in the industry; the New Mexico Wine Studio hospitality center; the annual Wine Festivals (Memorial Day and Labor Day weekends); and the Vine Fund grant program supporting vineyard restoration with $1MM in state funding. The winery directory provides discovery across all member locations.

Differentiator

Problem solved

Functional benefit

Brands

• Viva Vino Classifieds: A wine-focused classifieds platform for buying and selling in the wine industry, including bulk wine, grapes, equipment, and employment opportunities
• Wine Studio
• Vine Fund
• New Mexico Harvest Wine & Music Festivals

Products and services

• New Mexico Wine Festivals Ticketed annual wine festival events held in Albuquerque and Las Cruces during Memorial Day and Labor Day weekends, attracting nearly 50,000 combined attendees with wine tastings, live music, and vendor experiences; serves as the primary promotional vehicle for New Mexico wineries.
• New Mexico Wine Studio Wine bar and hospitality center opened by the association in 2023 that showcases the state's 50 wineries and allows visitors to taste wines from across New Mexico, including educational seminars and workshops.
• Viva Vino Classifieds A wine-industry focused classifieds marketplace enabling members to buy and sell bulk wine, grapes, equipment, and post employment opportunities, supporting categories including Bulk Wine, Employment, Equipment, and Grapes.
• Vine Fund Grant Program A $1MM grant program created by the New Mexico Legislature in 2022 to rebuild the economic and agricultural roots of the wine industry; the Vineyard Restoration Fund provides up to $50,000 per application year at a maximum of $5 per vine for replanting efforts, administered by the association with co-oversight by NMSU and the New Mexico Department of Agriculture.
• Trade Association Membership Membership-based services for licensed wineries, operating vineyards selling grapes to the industry, and Allied Trade companies; includes marketing promotion, industry advocacy, education programs, networking, and grant access.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, major and supporting.

• New Mexico State UniversitycoreStrategic or Co-development PartnerWorks closely with NMSU to expand learning opportunities for amateurs and professionals in winemaking and viticulture. The university co-oversees the Vine Fund grant program.
• New Mexico Department of AgriculturecoreStrategic or Co-development PartnerCo-oversees the Vine Fund grant program alongside NMSU, with monthly reporting to the New Mexico Department of Finance Authority.
• Heritage Hotels & ResortsmajorGTM or Marketing PartnerStrategic partnership to take wine to the people through new events in Ruidoso and Taos, integrating wine experiences into hotel offerings throughout the state.
• State and local tourism agenciesmajorGTM or Marketing PartnerBuilt strong relationships with state and local tourism agencies to help drive customers to member wineries, including New Mexico True tourism campaign.
• New Mexico Vine & Wine SocietysupportingStrategic or Co-development PartnerReferral partner for hobbyist and enthusiast winemakers; the association recommends the society's three chapters (North, Central, South) for individuals not meeting winery/vineyard membership criteria.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Visit Napa Valley: Destination marketing organization for Napa Valley. Comparable tourism-driven GTM model that combines winery promotion, festivals, and hospitality — analogous consumer-facing marketing function at much larger scale.
• Wines of America (USA Wine Ratings / beverage trade media): National-scale wine industry marketing and competition platforms. Broader incumbent in US wine promotion, providing a comparator for industry-wide marketing services rather than single-state focus.

Direct peers

• Oregon Wine Board: Oregon's state wine industry support organization promoting vineyards and wineries. Comparable mission (promotion, research, education), similar event-driven GTM (IPNC, Wine Country Thanksgiving), and member-services model.
• Virginia Wine Board: Virginia's state wine marketing office under the Department of Agriculture. Comparable emerging-region trade body promoting ~300 wineries through festivals, education, and tourism partnerships.
• Wine Institute (California): California's statewide wine trade association representing ~1,000 wineries. Directly comparable as a state-level trade body promoting, advocating for, and educating member wineries, but operating at far larger scale.
• Washington State Wine Commission: State-commissioned wine marketing and research body supporting Washington's wineries and vineyards. Closely analogous structure (state-wide, funded by assessments/legislation), comparable GTM through events and tourism partnerships.
• New York Wine & Grape Foundation: New York's statewide wine and grape industry association funded by legislative appropriation. Closest structural analog to NM Wine given the public-funding component and statewide promotional mandate.
• Colorado Wine Industry Development Board: Colorado's state-affiliated wine promotion board. Comparable high-altitude, emerging-region structure with member wineries, festival-driven marketing, and state-government partnership.
• Texas Wine & Grape Growers Association: Texas-based trade association representing wineries, growers, and allied trade. Comparable emerging-region state association with similar focus on promotion, education, and legislative advocacy for member wineries.

Regional players

• Paso Robles Wine Country Alliance: Regional wine trade alliance for the Paso Robles AVA. Comparable trade-body model focused on promotion and tourism, but operating at sub-state geographic scale within California.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NMWine
• Instagraminstagram.com/new.mexico.wine
• Xx.com/nmwines
• LinkedInlinkedin.com/company/new-mexico-wine-grape-growers-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 New Mexico Wine