Tear yourself away from the picture-postcard Pacific views on Route 1, south of the border between California and Mexico, and you see Valle de Guadalupe undulating to the east, its Mars-like boulders and vast stretches of rose-gold-colored dirt belying the fact that there is some pretty great wine being grown here.

Valle is not a new wine region — some vineyards date from the 1920s — but this Mexican wine country is calling to millennials, with modern, design-y wineries and grit that can’t be found in Napa or Sonoma. It’s also cheaper than those areas, and less likely to be trodden by tour bus crowds — more “Choose Your Own Adventure” than Club Med. The valley is also relatively easy to reach, and services have cropped up to let visitors imbibe while someone else takes the wheel. Club Tengo Hambre and Turista Libre offer guided food and wine tours; Uber Valle allows Uber users to hail a wine country chauffeur for a day.