One of the pioneers of the industry is the Spanish group Pedro Domecq, which owns around half the vineyard area in the Guadelupe valley (Baja California). The "Presidente" brandy label is one of the most successful spirits brands worldwide. Of the total vineyard area of around 41.000 hectares, only around 10% is used for wine production, producing a total of 1.5 million hectolitres of wine (Status: 2000). Most of the grapes grown are used to produce either brandy (tequila) or rasiins. Pulque, or wine produces from agave plants, is still drunk in huge quantities. The Baja California wine-growing region is located in the north, stretching along the border with California in the USA, some 85% of total production is accounted for by this region. Here Dimitri Tchelistcheff, son of the legendary oenologist is engaged in projects to introduce modern cellar technology. The vineyards of the Aguascalientes region are located on a high plateau at altitudes of 1.600 to 2.100 metres above sea level, the most southerly growing region is San Juan del Rio north of Mexico City at an altitude of 2.100 metres. Well-known wine producers include L. A. Cetto (the largest), Bodegas Santo Tomás, Monte Xanic, Bodegas San Antonio and Cavas de Valmar. Labels will generally state only the style of wine, such as Vino de Fruta, Vino Dolce, Vermouth and Vino Blanco.