Fairmont Mayakoba Pours Its Legacy into an Exclusive Wine Collection

RIVIERA MAYA, Mexico – May 29, 2026 – To commemorate two decades of luxury hospitality, Fairmont Mayakoba has unveiled “The Collection,” an exclusive wine label that captures the spirit of Mexico’s vibrant winemaking culture. Launched in partnership with the acclaimed Bruma winery from Valle de Guadalupe and its distinguished winemaker, Lulú Martínez, the initiative is a cornerstone of the resort's year-long 20th-anniversary celebration. The collaboration marks a significant fusion of high-end hospitality with the authentic terroir of Baja California, offering guests a taste that is both exclusive and deeply rooted in Mexican heritage.

This partnership moves beyond a simple branding exercise, representing a curated experience designed to connect guests with the soul of modern Mexico. The wines are available exclusively across the AAA Five Diamond resort’s array of restaurants and bars, transforming a simple glass of wine into a narrative of place, craft, and celebration.

The Taste of Two Decades

The Collection is composed of three distinct wines, each designed to reflect a facet of the Mayakoba experience. The Spanglish names—The Blanco, The Tinto, and The Reserva—are a deliberate nod to the resort's diverse international clientele, primarily from Mexico, the United States, and Canada.

• The Blanco: A 100% Sauvignon Blanc, this wine is crafted to be a vibrant and fresh expression of Valle de Guadalupe’s unique soil. It is positioned as the ideal pairing for the coastal cuisine of the Riviera Maya, with crisp notes meant to complement the sea breeze.

• The Tinto: This expressive blend marries Grenache, Syrah, and Mourvèdre—grapes typical of Southern France—with the noble Italian varietal, Nebbiolo. The result is an elegant red that showcases Lulú Martínez’s singular vision, balancing intensity with refined character.

• The Reserva: The crown jewel of the trio is a 100% Cabernet Franc aged for 18 months in new French oak barrels. With its deep ruby color and complex structure, The Reserva is intended for contemplation and celebration, embodying the most memorable moments at the resort.

“Celebrating 20 years of Fairmont Mayakoba is a deeply meaningful milestone for our entire team and for everyone who has been part of this story,” said Gonzalo Güelman Ros, General Manager of Fairmont Mayakoba. “The Collection is not just a product — it is an expression of our identity, our guests, and the richness that Mexico has to offer the world. We are proud to have created it alongside Bruma and Lulú Martínez, and we hope every glass becomes an unforgettable memory of their time with us.”

The Winemaker’s Touch: Elevating Mexican Wine

Central to the authenticity of The Collection is winemaker Lulú Martínez, a leading figure in Mexico's modern viticultural movement. Originally from Ensenada, Baja California, Martínez honed her craft not in Mexico, but in the heart of the Old World. She studied Viticulture and Enology in Bordeaux, France, and spent over a decade refining her skills at prestigious estates, developing a profound understanding of terroir.

Her return to Mexico marked a turning point, where she has applied her European training to unlock the potential of her native terroir. At Bruma, and as a consultant for Bodegas de Santo Tomás, Baja's oldest winery, Martínez champions a philosophy of minimal intervention. Her approach favors elegance, acidity, and aromatic complexity over sheer power, resulting in wines that are expressive, food-friendly, and distinctly Mexican. This collaboration places her talent, and by extension the quality of Valle de Guadalupe wines, on a prominent international stage, introducing a global audience of luxury travelers to the sophistication of the region.

Beyond the Bottle: A Strategy of Experience

The launch of The Collection is a sophisticated move in experiential branding, a trend gaining traction in the luxury hospitality sector. Rather than simply serving great wine, Fairmont Mayakoba has created its own, deepening the guest connection and reinforcing its brand identity. This strategy transforms a beverage into a tangible piece of the resort's story.

The narrative is woven directly into the packaging. Each bottle's label features a powerful symbol of the Mayakoba ecosystem: an ocean wave, a jaguar, or a mangrove. These designs are more than decorative; they are a statement of the resort’s profound connection to its unique environment, where lush jungle meets the Caribbean Sea.

This initiative is part of a broader, year-long anniversary strategy under the theme “Past, Present and Paradise.” The resort is hosting a series of art exhibitions, exclusive chef-led dining events, and specialized wellness programs at its spa. By creating a multi-sensory celebration, Fairmont Mayakoba is not just commemorating its history but also cementing its reputation as a curator of unique and culturally rich experiences.

A Partnership Rooted in Sustainability

This collaboration is underpinned by a shared commitment to environmental stewardship. Both Fairmont Mayakoba and Bruma winery operate with a deep respect for nature that goes far beyond marketing buzzwords. Fairmont Mayakoba holds both Preferred by Nature and Rainforest Alliance certifications, recognitions earned through rigorous environmental practices. Its very construction involved meticulously preserving the surrounding mangrove forest, and its daily operations include comprehensive waste management, water conservation programs, and a focus on protecting local biodiversity.

Similarly, Bruma is a standard-bearer for sustainable viticulture in Mexico. The winery, built from recycled and locally sourced materials, is designed to blend into the landscape. Its vineyards have been managed with organic practices since 2021, and Martínez’s minimal-intervention winemaking ensures that the process, from soil to cellar, is as natural as possible. This shared ethos ensures that The Collection is not only a product of quality but also of integrity, reflecting a modern vision of luxury where sustainability and authenticity are paramount.