by Alex Franklin

Wine & Women - And It's Big Business

Four years ago, Leticia Rocamora came to Cancun from Guadalajara with dreams of getting into the fashion industry. You see, back in Guadalajara, she was a designer and that was to be her calling – her breakout. But fate was about to step in.

Her sister, Alma Rocamora, had already been working in Cancun for a company that sold wine-by-the-glass to the tourism industry. Out and about, Alma started hearing too many companies complaining that there was not enough fine wine choices in the area. The complaining was often. “They just wished there would be someone, some firm who can offer their clients what they really wanted.” Alma said

So she told Leticia, and she decided to do what is basic in business school – See a Need, Fill a Need – and Distribuidora Vinicola del Caribe was borne.

At first, Alma contributed by teaching Leticia the ins and outs of the business along with the fine art of wine.

With a strong acumen and persistence, Leticia opened up her Cancun warehouse in 2000 and took one client at a time building a strong wholesale business. Alma, then joined a few years later to kick it up a notch by opening up a retail store in Playa del Carmen.

Now, in 2004, they serve both the wholesale and retail markets with over 350 types of wines and brands……….from inexpensive to the top fine wines of the world – a real force in business.

“We sell imports from all over the world “Leticia says. “Chile, Australia, Italy, France, U.S.A, Spain, Germany, and more………We even have our own exclusive partnership with the Andes Collection of wines from Chile that allow us to sell the wines exclusively in the Mexican marketplace.”

“With diversity and product, we can now serve our wholesale clients at competitive prices from Cancun down the Riviera Maya.” Alma states. “Our clients are a who’s who of the best of the Riviera Maya………Bahia Princess Hotel with 4,000 rooms, Porto Real Resorts, Secrets Capri Resort, and more.”

“This year has been our best year. Unreal!” explains Leticia. “We expect to grow double for 2004 and even quadruple by 2005. Business is booming. In fact, we sometimes hate to answer the phone because the orders cannot be filled as fast as they come. It is crazy in a good way.” she explains.

Alma interjects “yeah and here in Mexico, 90% of wine sold is imported so sometimes we have to wait for containers to pass customs. It is tricky. When they are held up, it causes delays. So, we’ve learned to stock more just in case. Nevertheless, we do get surprised at the volume of wines ordered by our clients. It is astonishing to us.”

They also do special wine requests for Travel Agents who have special clients. The ladies say that this is the fun part of the business. “Last week we had many stars in town…….from the guy from Microsoft who came in on his special plane and Jessica Lange who stayed in Tulum for her vacation. They like there special wines and we are here to fill their desires.” Alma says.

It’s been a great run for the ladies. They report no special issues facing women in business here in Playa. They report that everyone has been so nice to them.

On the retail side, along with tourists that come in from hotels who want a special wine to locals who have found them, they have strong repeat customers. They come form USA, Canada, Argentina, Chile, Italy, Germany, and more…….from everywhere!

Finally, Leticia notes that “We Mexicans do not really have a wine culture…….however, we are learning fast” she says. “Teaching the local Mexican people the pleasure of wine is both fun and rewarding. They walk by a few times, then come in and ask us questions. Then try something easy and then they get into it” she reports.

The ladies say that for anyone coming to business here, one needs to be persistent, tenacious, and follow through with what you say your going to do. “Most people here are afraid of those who come, promise the moon, and then run. It’s a new community with lots of tourism, so you need to have empathy and give time for your clients to trust you.” Leticia says with great seriousness.

Alma adds “Once established, it is pleasure to work and make it here in Playa”.

They report that this season was the best ever for them. With the additional city promotions worldwide, expectations are high that business will continue to increase.

“It is a monster. Unreal!” Leticia glowingly says. “Send me 100 cases, next day, send me another 100 cases. We don’t want to answer the phone! It’s scary – in a great way”.

So for now and the future, it’s wine and women and it’s big business in Playa del Carmen.

Distribuidora Vinicola del Caribe has a retail location on Constituyentes in between 10^th and 15^th in Playa del Carmen. You can also reach them by telephone in Playa del Carmen at +52.984.803.3188 or in Cancun at +52.998.887.3939. They can also be reached by email at This email address is being protected from spam bots, you need Javascript enabled to view it

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