Despite a lack of recognition abroad and a drug war that has made tourists flee, Mexico's winemakers see cause to celebrate as drinking habits evolve in the land of tequila. Production increased almost 40 percent in the past five years, causing cheer at the annual Vendimia harvest festival in Baja California, where 90 percent of Mexico's wine is produced. The two-week fiesta was expected to welcome more than 30,000 visitors to some 40 concerts, wine-tastings and contests around vineyards lying just over an hour's drive south of the border city of Tijuana. "People have only just started to drink wine and to learn about it. So promoting it, educating people and holding these kinds of events are essential so that they feel more confident," said Hans Backoff, director general of the Monte Xanic winery in the Guadalupe Valley.