Oldest is a marketing word until the year is 1597.
In March 2026 The Costa Rica News reported Casa Madero’s first direct landing in Costa Rica through distributor Alpiste. Six SKUs from the Parras Valley estate — often called the oldest winery in the Americas — moved into restaurants and hotels that already sell Spanish and Chilean lists. Casa Madero’s organic pioneer story travels with the bottles: not a trend sticker, but a long farm identity entering Central American HoReCa.
Mini-concept: HoReCa is hotel-restaurant-café trade. Winning there means sommeliers and buyers, not only supermarket endcaps. A historic Mexican label that reaches Costa Rica through a local partner is betting that diners will choose a named New World classic over another anonymous house pour.
For millennials comparing wine to RTDs on a beach holiday, heritage only works if the glass tastes clean and food-friendly. Six SKUs keep the choice simple. The intentional pour is Mexican history with organic credentials, not a neon can by the pool.
Central America is still a small wine map. First entries matter because they set shelf language. If Casa Madero sticks, other Mexican estates may follow the same Alpiste-style bridge.
Keep the pattern: 1597 Parras, first direct Costa Rica via Alpiste, six SKUs into HoReCa — oldest winery status becomes a market door, not only a museum line.