The Foundation chose the Palacio de la Serna to host the event and it counted with the presence of José María Barreda
Yesterday evening the President of the Provincial Government and of FENAVIN, Nemesio de Lara, attended the presentation of the new image of the Castilla-La Mancha Foundation Tierra de Viñedos, institution that has recently signed an agreement with the National Trade Fair on Wine.
Numerous importers and winemakers that had traveled to the province of Ciudad Real with reason of the celebration of FENAVIN followed the event, which was closed by the President of Castilla-La Mancha, José María Barreda. All of them enjoyed an original and intense intervention by the veteran actor Juan Luis Galiardo.
During the closing speech the President of Castilla-La Mancha, José María Barreda, assured those present that the competitive advantage that the wines from our land have, apart from quality, is the fact that centuries of Culture, Tradition, History, Mythology and, in short, a way of understanding life are behind our wines.
In this sense Barreda was very pleased that Castilla-La Mancha has chosen two of its best ambassadors, Spain and Don Quixote, to make our wines recognizable, as can be observed in the slogan proposed by the Foundation, "Wines of Don Quixote's Spain", under which all the wines and musts of the region that request the same can group together.
"We must present ourselves with the arms of triumph against competitors at a time when globalization is making them compete with us in every last corner of the world", he assured, thus the reason why recurring to two elements that are globally known is in the opinion of the President a "very wise decision indeed".
In the opinion of Barreda, choosing the word Spain is a way of referring to the increasing international prestige that our country is enjoying; if added to this we have a figure such as Don Quixote, the most highly translated book after the Bible, then the wise decision is two-fold, he pointed out.
During his intervention at the event that was celebrated in Ballesteros de Calatrava, the Castellano-Manchego President did not want to forget that a volcanic land has been chosen to establish a simile with the situation that the wine sector is currently undergoing.
"Our wine-growing industry is erupting and it is about to explode, and in as far as elaboration and quality is concerned, it has already erupted, and now it must explode in that referring to distribution and the commercialization that must reach all the corners of the planet in order to bring joy to the hearts of men and women", he asserted.
In this respect José María Barreda focused his speech on the four markets that the Tierra de Viñedos Foundation will soon be approaching, which are Russia, China, Japan and the United States, adding that "we have to go there with signs of identity that can be easily identified so that when they see the silhouette of Don Quixote they will know that they are before an excellent wine that is produced in Castilla-La Mancha".
Specifically, the project for commercialization in third countries that has been presented today is aimed at the execution of commercialization projects in the mentioned countries by way of different actions that will take place in three phases until 2011. It counts with a budget of 9,3 million Euros, financed at 50% between the Tierra de Viñedos Foundation and European funds.
The highest representative of the region classified the action as "an intelligent campaign" undertaken by the "Castilla-La Mancha Tierra de Viñedos" Foundation, congratulating the foundation on this initiative and encouraging the entire wine sector to collaborate and work together in order to profit from the initiative: "we have a lot in play, he affirmed, because the vine and the wine are our strategic sector and we have lots to sell and it is all good".