WINERIES
33rd annual New Mexico Wine Festival returns Memorial Day weekend
If the state鈥檚 wine industry had something akin to baseball鈥檚 version of spring training 鈥� where optimism reigns supreme 鈥� it would be the New Mexico Wine Festival on Memorial Day weekend.
The difference is, the weather is a little warmer and wine glasses, not baseballs, are the tools of choice.
鈥淥ur entire industry is based on the growing season. So right now, the vineyards are popping. The new grapes are starting to come around. Wine growers are excited,鈥� Christopher Goblet, New Mexico Wine executive director, said. 鈥淲e鈥檝e been in hibernation mode, just like the plants, right? So, come November, December, January, February, things are quiet in the vineyard.
鈥淭hings may be bustling a little in the winery, but Mother Nature dictates our industry. And when the sun starts to come out and the vines start to emerge, everybody gets excited about a new vintage. And so Wine Festival (on) Memorial Day weekend is sort of the kickoff for both the summertime for the attendees, but also for the industry. It sort of invigorates this whole industry.鈥�
The 33rd annual New Mexico Wine Festival will take place from noon to 6 p.m. Saturday, May 23, through Monday, May 25, at Balloon Fiesta Park. New Mexico Wine, a nonprofit with the mission of promoting and protecting the wine industry in the state, hosts the event each year. It is expected that some 15,000 people will attend the festivities over the course of the three-day weekend. Tickets include a Viva Vino wine glass, unlimited samples and $5 off any bottle of wine.
There鈥檚 also a VIP experience with limited availability on May 23 and 24 only. This features a tent with additional wine sampling and sales stations, exclusive wine offerings and a special food vendor.
More wineries than ever will be attending the latest iteration, with 26 booths in total showcasing a variety of reds, whites, bubblies, sweets and darks. At least 200 wines will be available for tasting, according to NMWine.com
鈥淭hat means there鈥檚 more wine, more availability and should result in shorter lines and a better experience,鈥� Dean Strober, New Mexico Wine events director, said.
A few wineries will have multiple booths to increase their overall footprint, but there will also be a couple of newcomers in 2026: La Vi帽a Winery, which is based in Anthony, and Embudo Valley Vineyards from northern New Mexico. Additionally, the Wine Studio, the New Mexico Wine Association鈥檚 Old Town-based tasting room, will be on hand for the second consecutive year offering flights and samples from wineries that will not be in attendance.
鈥淭here are plenty of New Mexico wineries that, simply because of staffing or travel costs, they can鈥檛 be there in person,鈥� Strober said. 鈥淪o that鈥檚 the advantage of the New Mexico Wine Studio being out there is that it gives attendees the opportunity to really taste and explore a much wider variety of New Mexico wines that would not necessarily otherwise be able to be at the event.鈥�
Like the rest of those in the alcohol business, the wine industry has noticed a decrease in sales recently as many people shift away from drinking. However, the Wine Festival is a chance to educate a brand new group of consumers in their early 20s about wine and all the industry has to offer, Goblet said.
鈥淓ven a 21- or 22-year-old, somebody who is very new to enjoying adult beverages, can come in and get an affordable education, learn about the wines and find what they like,鈥� Goblet said. 鈥淎nd if that鈥檚 a sweet wine or a dry wine or a white or red bubbles, it鈥檚 an affordable way for a new consumer to get an education.
鈥淭hen hopefully that person becomes a fan of New Mexico wine or becomes a repeat customer for one of their favorite wineries. So a lot of what New Mexico Wine does is try to create that connection and to build consumer trust and engagement. It鈥檚 pretty critical for our wineries.鈥�
In addition to all the wine sampling and educational opportunities, there will be 60 artisan vendors and food trucks, six bands, three DJs, an expanded silent disco, miniature golf and a variety of other lawn games. While drinking may be down in the U.S., overall interest in the Wine Festival is up across the board.
鈥淎dvanced sales are up. Obviously, winery participation is up. Vendor participation is up. Food truck participation is up,鈥� Strober said. 鈥淚t says a lot about the attendees. We have a really, just a great crowd that comes out to the festival. Because, of course, they鈥檙e coming out for the wine, but they are shopping, they鈥檙e eating, they鈥檙e dancing, and they鈥檙e supporting the small businesses.鈥�
DRINKING RESPONSIBLY: New Mexico Wine will be offering an Uber discount code leading up to Memorial Day weekend on NMWine.com
