The incident took place in a Corona bar in the Garcia suburb of the industrial city of Monterrey, according to local daily El Norte.
Witnesses reported that around 14:20 local time (1920 GMT) several armed men arrived in two vehicles before attacking people inside the bar.
Seven people were killed on site and another three died later in hospital from their injuries, according to El Norte.
The bodies of the seven that were killed in the beer hall had been stripped and the assailants made away with 10,000 pesos (650 U.S. dollars), said an anonymous official from the state prosecutor's office.
Local media said the ten killed are thought to be staff from the bar.