Robert Joseph, Chief Editor of Wine Business International, will be participating in two activities: "The Inflexible Gondola, Globalization in the Supermarkets" and "Spain"s Role in the Current Global Wine Market", both on May 12th
The British specialist in wines and writer Robert Joseph, Chief Editor of Wine Business International, will be returning to FENAVIN on the upcoming May 12th, to a trade fair for which he has shown his respect on a number of occasions, the last of them in an article that was published in the March issue of his magazine –with a circulation of 10,330 copies every two months, with a wide-spreading international distribution- which he called: "Fenavin, Spain"s Most Important Trade Fair".
As he explained in that text, "now that there seems to be a certain shortage of wine, Spain is turning into the ideal destination for buyers in search of a variety of wines at all prices. And FENAVIN is precisely where the producers gather together to display their products to the world".
As he assured in an interview with the trade fair"s organization, "I like the efficiency of Fenavin: the fact that I can discover a lot of wines very quickly, and meet the producers".
Joseph will be intervening twice on Tuesday May 12th, the first with "The Inflexible Gondola, Globalization in the Supermarkets", a chat during which he will talk about whether it is the gondolas that impose their rules on wine that is on the shelves or if it is the wines and their new packaging what is marking the line to be followed in the exhibition. In this sense he considers that "most consumers don"t want to spend time browsing through a long list of wines. They like bargains, or what look like bargains that they can buy quickly".
During his intervention he will be talking about "The Inflexible Gondola" or the cellar that exists in every shop or restaurant. Too many people forget that, for anyone to list a new wine, they usually have to get rid of one they already sell, a wine their staff and customers are used to and quite likely enjoy. The newcomer has to convince the buyer that it is not only good, and fairly priced, but better than the one that"s already on the shelf".
In his opinion, and in as far as the wines that can be "the Kings" of the gondola, Joseph explains that "there are plenty of wines from all sorts of regions, such as Toro for example". Although in his opinion "the problem is not finding the right quality: it"s persuading consumers to buy".
In as far as what he believes to be the best method to efficiently reach the consumer or invite a lover of wine to discover a wine that he is still unaware of, he assures that "you can"t separate word of mouth from social media. All of it represents social media and that must be taken very much into account".
On the other hand and concerning what he would recommend to introduce a novice to the world of wine, this international specialist in wines says "no to the efforts of educating them. They don"t want or need to be educated. Ally wine to something they are already interested in, such as music or fashion".
"Of course there is no question that it exists as a concept, although the problem resides in that it is linked to cheap wine"
With regards to his second intervention at the Trade Fair, the same will take place at 4.30 pm, during the round table on "Spain"s Role in the Current Global Wine Market", along with Stuart Grundy, English Buyer at the Bidendum PLB Group and Michael Schlink, German Buyer with Bartels-Langness GMBH.
In Joseph"s opinion, "there is no doubt that the concept of "Spanish wine" exists, although the problem resides in the fact that on many markets the concept is linked to cheap wine". In this sense, and asked about whether in Spain the possibilities of the design of the bottles is sufficiently exploited and if the labels draw the buyers" attention, this if we consider that the quality of the wine they contain is a given, Joseph points out that "Spanish wines are no different from other examples from the old world. Not enough thought has been put into giving the consumer something that he can understand".
In his opinion the Spanish wines that work the best abroad, independently of the country, are "obviously Rioja, Priorat and Albariño, and Ribera del Duero in less measure. However, there are too many designations of origin that are not properly understood, this even if one manages to be familiar with them".
As a traveler and observer of different cultures in which wine is consumed and being asked on the main differences between consumers of different nationalities, he assures us that "in many markets, the French and Italian buyer is readier to pay a super premium price. China and the United States, however, are becoming exceptions to that rule, although there is a lot of work still to do".
His private cellar is indicative of his tastes in wines from around the world and, in particular, his love for Spanish wines, of which, as he acknowledges, he has "many: good Riojas, Priorats and Albariños, in particular and also some good Pagos such as Marqués de Griñón from La Mancha".