FENAVIN President Nemesio de Lara, Institutional Coordinator José Fernando Sánchez Bódalo and Director Manuel Juliá have presented the seventh incarnation of the Fair. It takes place between the seventh and the ninth of May 2013 in Ciudad Real.
De Lara highlighted the potential role of the Fair in boosting wine exports from the province, the region and the country since 2001, when the first event was held. The province"s exports have grown in value by 189.66% during the period, according to the ICEX Annual Export Report.
"Any winery that is at FENAVIN is at the heart of the global wine trade: They don"t need to travel anywhere to find buyers, just work the Fair for three days". With these words the National Wine Fair and Provincial Council President Nemesio de Lara defined the role of an event that "could start tomorrow because not only is everything organized, but the wineries have filled all our display space".
De Lara, along with Institutional Coordinator José Fernando Sánchez Bódalo and Fair Director Manuel Juliá, regards the current unfavourable economic conditions as an incentive. It has driven the fair management to make the seventh National Wine Fair the most ambitious to date in terms of generating business. The Fair has two clear objectives: To maximise the opportunities for a meeting of supply and demand, and to analyze and propose new ways to promote the consumption of wine during a period when negative economic conditions and low national consumption are challenging the sector.
A record ratio of national and international wine buyers to wineries is expected at this year"s event, resulting in a highly productive event. The Fair President highlighted that no other wine fair in the world "delivers such a high ratio of buyers to suppliers".
FENAVIN 2013"s objectives are achievable because this year"s event boasts 1,214 wineries, up 1.4% from the previous event. 51% of the wineries present are from Castilla la Mancha and 45% of these are from Ciudad Real. This means that 90% of the province"s wineries are represented at the Fair. Furthermore, all of Spain"s Designation of Origin wines are to be represented, proving that once again the sector has thrown itself wholeheartedly into the Fair.
Currently there are 232 wineries from all over Spain on the waiting list for FENAVIN 2013 due to lack of space.
The business-friendly event expects to receive almost 12,800 national and international buyers, an increase of 4.3% from the previous event. Based on current figures the fair management is directly managing 700 buyers from 61 different countries, and almost 3,000 Spanish buyers, via the Contact With … software application, as well as preparing to welcome a large number of independent buyers.
As De Lara explained, the figures suggest that almost 6,000 meetings between buyers and wineries will be prearranged before the Fair opens to business.
Record export figures for Ciudad Real wines since 2001
The Fair President also highlighted that "although it is difficult to calculate exactly how much influence the Fair has had on regional, provincial and national exports, since the work of the wineries, growers" cooperatives, councils and various institutions has to be taken into account, we are convinced that FENAVIN has been a decisive factor in the improvement of international wine sales across the board".
According to the ICEX Annual Exports Report, the value of wine exports from Ciudad Real wineries and co-operatives grew significantly between 2001 and December 2012, from 99.281.000 euros in 2001 to 287.582.000 euros in 2012. In Spain exports grew by 90% during the same period. In regions with a history of exports, the increases were also significant. La Rioja saw exports rise by 58% and Catalonian exports rose by 93%. In comparison, De Lara drew attention to Ourense, home of Ribeiro, where exports fell 10.48%, and Cadíz, home of sherry and manzanilla, where exports fell by 46.86%.
In terms of export market share between 2001 and December 2012 it must be noted that Ciudad Real"s percentage of total Spanish wine exports rose from 7.34% in 2001 to 11.20%.
By volume Spain exports 815% more wine than in 2001 while Ciudad Real has seen a spectacular rise of 1765% since 2001, going from 26,010,205 litres to 485,125,913.5 litres.
For De Lara "these figures are not due to chance, and along with the profits of the wineries the majority of the money invested in this event stays in the country, and even in the unlikely event that no deals are made during the Fair the Council"s investment is multiplied generously thanks to the profits made in the capital due to job creation, economic activity amongst affiliated companies, etc. The overall economic impact of the Fair is that for every euro invested, 5.5 euros are made back".
Indirect marketing to boost the prestige of wine drinking: the presence of famous names from the worlds of culture, sport and gastronomy
The second objective of the seventh FENAVIN Fair, to increase the prestige of wine drinking, has received a major boost thanks to the presence of more famous faces from the worlds of culture, sport and gastronomy than at any previous event. They will attend the 61 events in the Activity Program, presented by 170 speakers. The idea, according to the Fair President, is to boost the prestige of wine drinking by reinforcing its historical links to healthy, cultural, sporting and aesthetic values.
Along these lines the fair management is preparing an Activity Program that includes training seminars and lectures covering subjects such as the latest marketing and technology trends that optimize wine sales, and how to improve exports to several different countries. Famous faces from the worlds of literature, film, fashion, sport, health and the media will discuss their passion for wine culture and the benefit that moderate wine consumption can provide to the lives of the Spanish.
This year the Fair is expecting to welcome famous writers including Luis García Montero, Fernando Sánchez Dragó, Benjamín Prado, Juan Cruz, Fanny Rubio and Luis Alberto de Cuenca; influential figures from the world of film such as José Luis Cuerda, José Luis Garci, Pablo Berger, Eduardo Chapero Jackson, Emilio Gutiérrez-Caba and Concha Cuetos; the singer Mónica Molina; prestigious journalists such as Olga Viza, José Ribagorda, José María García, Sergio Sauca, Lorenzo Díaz, Eduardo San Martín and José Manuel Novoa; and sporting stars such as Talant Dujshebaev, Muriel Bujalance, Montse Puché, Alfredo Di Stéfano and Rafa Guerrero. Furthermore, the international fashion designer Amaya Arzuaga, the well-known presenter Carlos García Calvo, and fashion experts Carla Royo Villanova and Alicia Hernández, creative director of the "Dolores Promesas" company, will attend the Fair.
Noteworthy figures from the international wine world will also attend to share their knowledge at various points during the Fair. These include Robert Joseph, founder of the International Wine Challenge and editor-at-large of Wine Business International. Considered to be amongst the 50 most influential people in the international wine scene, Joseph will attempt to shed light on the tastes of consumers in different countries. Other noteworthy attendees from the wine world include Pedro Ballesteros, Spanish Master of Wine, María José Huertas, Golden Nose (Nariz de Oro) and sommelier of the Terraza del Casino in Madrid, and David Seijas, sommelier of the famous El Bulli restaurant until its closure and Golden Nose 2006.
With these and other renowned guests and wine-related activities FENAVIN aims to encourage people to recover the habit of putting wine on the table as an indispensable aid to health and enjoyment when consumed in moderation.