Typified by mediterranean climate amid arid lands, valle de Guadalupe, in the northern state of baja California, mexico, is one of the country's most important wine producing areas. However, along with the physical conditions the valley shows inefficient water governance which has brought an incipient water-scarcity problem that affects directly the wine industry. This article investigates the importance that the producers confer to the problematic, as well as the strategies that they judge as viable to deal with it, thus keeping their activity safe. It is argued that the preferred approaches unveil their perceptions on how imminent the risk is. The results, obtained by means of a qualitative and quantitative methodology, suggest the existence of optimism within the producers in the sense that the upcoming physical conditions, and the alleged governmental support will serve to cope with problems. Additionally, putting ahead objectives of economic revenue, the producers prefer low-cost strategies.
