There's a wine shop in Tijuana airport that specializes in Mexican wines and has an excellent selection - but the prices are close to double what the same wines - when you can find them - sell for in places like Soriana/Mega/Costco. For example, the aforementioned L.A.Cetto Nebbiolo was about 320 pesos at that shop, but 199-229 pesos at those supermarkets. Most of the Mexican wines in that TJ airport shop gave me sticker shock, with almost nothing there for under 300 pesos, and most of what they offer is in the 500-1000 peso per bottle range.