Fairmont Mayakoba Marks 20 Years with Branded Wine Launch

Fairmont Mayakoba has launched The Collection, a three-wine label created in partnership with Bruma, one of Mexico's prominent wineries, and winemaker Lulú Martínez. The release coincides with the resort's 20th anniversary and will be available exclusively across the property's dining venues.

The Wine Lineup

The Collection comprises three expressions designed to complement the Riviera Maya's culinary landscape:

The Blanco — A 100% Sauvignon Blanc described as a "fresh and vibrant white wine" and "a vivid expression of Valle de Guadalupe's soils."

The Tinto — A blend of Grenache, Syrah, Mourvèdre, and Nebbiolo that "marries the intensity of southern France with the noble character of Italian Nebbiolo, filtered through the singular vision of Lulú Martínez."

The Reserva — A 100% Cabernet Franc aged 18 months in new French oak, positioned as the collection's flagship.

Bottle labels feature visual elements from the Mayakoba region—ocean waves, jaguars, and mangroves—reflecting the property's connection to its jungle and coastal setting.

The Winemaker

Lulú Martínez, originally from Ensenada, Baja California, studied viticulture and enology in Bordeaux, France, where she spent more than a decade refining her craft. She currently works at Bruma and serves as consulting winemaker for Bodegas de Santo Tomás, Baja California's oldest winery.

According to Gonzalo Güelman Ros, General Manager at 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."

Broader Anniversary Plans

The wine launch represents the beginning of Fairmont Mayakoba's year-long 20th anniversary celebration. The resort plans to announce additional events and experiences throughout 2026, though details remain forthcoming.

Fairmont Mayakoba operates 401 rooms within a private community in the heart of the Riviera Maya. The property holds AAA Five Diamond status and Preferred by Nature certification.

Why It Matters

Branded wine programs represent a growing strategy for luxury resorts seeking to deepen guest engagement and create take-home revenue streams. By leveraging local winemaking talent and regional terroir, Fairmont Mayakoba differentiates its F&B offering while reinforcing its positioning within Mexico's luxury hospitality sector. The exclusive resort-only distribution model also protects margins and maintains scarcity value—a tactic increasingly adopted by high-end properties targeting affluent guests from North America.

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Written by FBM Publications Editors