ABSTRACT
The Baja California wine industry has developed significantly in recent decades, based on the increase in wine consumption in Mexico and the state government's interest for the development of regional vocations. However, its growth has not been accompanied by an integration of the sector among the producers and with the communities where it is based. This work presents an analysis of the current situation of viticulture in the state from its value chain, to identify the challenges before and after the COVID-19 pandemic, considering the actions carried out from the production of the grape, transformation of the wine, distribution, marketing and commercialization, highlighting the social problems that affect the development of the sector and cultural identity. In this research was used the systematization methodology, which articulates the experiences of key actors related to the industry in the territory. To obtain the information, focus groups organized by activities related to the wine sector in Valle de Guadalupe were held.