After a year in which the shaking of the pandemic caused the commercial and promotional foundations to crumble, we face an uncertain period but we cling to optimism, in the thought that all this will gradually have passed. Marketing in the catering sector both in Spain and internationally has been decimated, however those wineries that have had export markets and in turn their importers with distribution on shelves have been less affected by this situation.

It is clear that many of the ways of promoting wine internationally will have changed when, as salespeople, we can pick up the suitcase and go out to sell. We will continue traveling as much as before to promote our wines abroad, or will we apply more rationality and selection to the promotional actions we carry out?

We think that it will be a mix between the way of promoting wine before the pandemic and the learning that we have been able to capture as a result of this situation.

Within this new situation, digital marketing strategies aimed at the export of wine become a vital tool for the commercial growth of wineries.

Given the need to open new markets, it is clear that we began to develop strategies that we had not contemplated before and to look for markets that we had not previously explored.

Let's draw positive conclusions from this business revolution.

WINE MARKETS IN COVID 19 TIME

Yesterday we attended an interesting Webinar organized by the Tierra de Viñedos Foundation and given by the Spanish Observatory of the Wine Market. This type of exhibition makes us see the situation of wine exports worldwide.

From March to June 2020 there has been a notable decrease in exports, significantly affecting all producer markets. On the other hand, it should be noted the notable increase in exports of wine in bag in box format.

By markets, it can be mentioned that wine imports in China have decreased, a process that began before the appearance of COVID-19. This process began in April 2018 and has been accentuated in the first months of 2020.

Wine imports into Russia have declined in the first half of 2020, mainly due to new regulations affecting bulk wine imports.

The volume of wine exports from Spain has decreased by 7% in the March to June period, with signs of recovery since June, despite the sharp drop of 24% in May.

The workhorse of Spanish exports continues to be the average sale price, which we still have considerable differences with respect to other countries. In sparkling wines the world average is € 7.00 while Spanish exports are on average in this category at € 2.31. In the rest of the categories in bottled wine, the Spanish average stands at € 2.31 while the world average is € 3.96.

Among the markets in which Spain has increased its exports are: Norway, Latvia, Ireland, Brazil, and South Korea.

Regarding the exports of wine from Castilla La Mancha, they represent 51% in volume of Spanish exports and 23% in value with an average price that is less than a third of the average Spanish value.

The recovery of sales in bottled wines from Castilla La Mancha has occurred from June to September.

Regarding the exports of wine from Castilla La Mancha to the United Kingdom, they have not been affected by the BREXIT and they continue a positive trend, especially in value. However, wine exports from our region to the United States continue to decline considerably due to both the pandemic and heavy tariffs.

As current challenges of our wineries are:

- Defend prices.

- Improve the sales portfolio mix.

- Promote those that target final consumer markets.

From Foobespain we help to export.

Almost thirty years ago, it was impossible to find a woman oenologist. Fifteen years ago it was very difficult to find a female sommelier. More and more woman work in the wine sector and drink wine. The World changes and wine is no longer just a male domain. Now wine is shared between both genders.

What is the reason for this change in mentality and habits?

Nowadays there are more independent women working, with more economic freedom who enjoy their social life outside and inside the home.

If women lead the market in the United Kingdom, Japan or the United States, since they usually make the decision when choosing one wine or another, in Spain, this figure is approximately 39%.

However, we also find a huge number of specialists (journalists, sommeliers, saleswomen, winemakers) in the sector who help to promote the proximity of wine to women. But there are other functions such as the direction or management of wineries and commercial management, progress is going slowly and they are still positions where the presence of women is less frequent.

Good news is that number of female consumers interested in wine culture is also growing.

What kind of wines do women prefer? According to a survey recently carried out by AMAVI (Association of Women Lovers of Wine Culture) and supported by the Ministry of Agriculture, Food and Environment, Spanish women prefer red wine.

The results obtained, in which 46% of the 200 participants indicated their preference for red (followed by 28% who prefer white, 12% sparkling, 6% rosé, 5% sweet wine and 3% fortified wine), it dismantles some of the popular myths about the female audience always picking white or pink wines.

Imagine, this is your first time in Spain and you want to order wine… Well, where should I start? Take a pen and note down these tips.

Depending on what part of Spain you are, usually there is an endless list of wines.
Unfortunately some waiters don´t have good knowledge of the English language and cannot suggest a suitable wine for a foreigner. Firstly, think about your budget, if it is not limited, of course you have more options; however, there are fantastic value for money products and you don´t need to spend a fortune on a wine.

Don´t take a risk and start with a glass of wine, there are less options but if you don´t like it, you can change the wine easily.

Then, think about your preference:

Do you like white, rosé or red wine? Of course all of us know international grapes as Chardonnay or Cabernet Sauvignon, but try to give local grapes a chance such as Airen, Verdejo, Garnacha, Tempranillo. You can discover a new favorite wine if you choose any of these grapes.

Do you like young or aged wine? Young wines are called “Joven” – without barrel aging and then there are separated into Roble (a few month of barrel), Crianza (at least 6 month of aging in oak and 1 year of bottle), Reserva (36 months of aging, at least 12 months in barrel) and Gran Reserva (60 months, minimum 18 months in barrel).

What classification of quality are the most common in Spain?

Table wine – basic wine, it is not necessary to show on the label vintage or grape variety.

IGP – wine made in a specific region following some restriction on grapes and wine making.

DO – high quality wines limited with strict wine making regulation.

DOC – only for Rioja and Priorat wines.

Vino de Pago – the highest category according to Spanish wine law. It is a DOP reserved for those few wineries and vineyards which carry out the whole process –from the grape to the bottle– within the limits of the Pago or estate. The unique location, soil and climate are the key to obtaining exceptional wines.

Now you have the most important tips about choosing a Spanish wine, let´s try!

Let´s have a quick look at the main pairing for wine with food; in this case we are going to focus on common grapes and simple international food that you can find everywhere.

Maybe you used to visit Spain or maybe this is your first time, it´s possible you know the main cities or our fantastic beaches with a lot of tourists there. However, there is another part of Spain that brings a good chance to immerse yourself in Spanish culture; we are talking about Castilla La Mancha and rural tourism.

Our region is famous because of Quixote´s book - a lot of people visit Campo de Criptana windmill, where the knight fought with giants. Then, Dulceida´s small town is nice to see too. Sure, Don Quixote has already been in Ruidera´s lakes and “Las Tablas” in Daimiel, you have to visit them too.

One of the most popular cities in Castilla La Mancha is Toledo – it´s a historic place where people from different religions as Christians, Muslims and Jews used to life in peace. There are a lot of narrow streets with small shops with typical sweets and gifts.

Our region is full of beautiful places with many activities, we strongly recommend you visit the wineries and attend a wine tasting. There is a really interesting opportunity to learn more about the different varieties of grapes, their characteristics and taste. You can take a walk in the countryside, through old vineyards and enjoy the nature. Some of our wineries offer enotourism with tasting and “tapas” (small meals) or lunch; you can see all the winemaking process and take photos with oak barrels where fantastic wines lie waiting to be discovered. Come and experience it for yourself, it will be an unforgettable trip.