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This study aims to analyse how wine tourism contributes to economic, social, and environmental outcomes at both the winery and regional levels, and to examine its strategic role within an emerging wine tourism destination. A qualitative case study approach was adopted, and data were collected through an in-depth semi-structured interview with the winery’s senior management, direct observation, and documentary analysis, following a triple bottom line perspective to capture multidimensional impacts. The findings show that wine tourism does not function as a primary revenue source but plays a strategically significant role by enhancing financial stability, brand positioning, and market access, while at the regional level, it generates spillover effects through employment creation, cooperation with local actors, and destination branding. Socially, it contributes to cultural valorisation and learning opportunities, although deeper community embeddedness depends on education and long-term institutional commitment. Environmentally, it reinforces resource efficiency and landscape preservation but increases pressure on fragile ecosystems in the absence of coordinated territorial governance. This research presents empirical evidence from Mexico, an underexplored context in wine tourism research, advances understanding of wine tourism as a relational and place-based mechanism linking firm strategy with regional sustainability outcomes, and provides relevant theoretical, managerial, and policy implications for wine tourism and regional development, offering insights on how to integrate wine tourism into sustainable regional development strategies.
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