This study puts forward a qualitative analysis of the effects of innovation in wine producing companies located in Baja California, Mexico. The purpose of this work is to determine the effects of carrying out innovation activities as perceived by wine producing companies, based on the guidelines indicated in the Oslo Manual, considering types of innovation, and the perceived challenges and opportunities, that will allow the owners or managers of the wine companies to consider information in order to establish their objectives more effectively, as well as to propose strategies in their innovation processes, which can be considered when making strategic choices for innovation.