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Ciudad Real, 09-11 de Mayo de 2017

Ciudad Real, 09-11 de Mayo de 2017

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Russian experts point out that marketing is fundamental so that Spanish wine can improve its position in Russia

The Minister Counselor of the Russian Embassy, Sergey Melik; the Professor of the Complutense University of Madrid, Alesia Slizhava and the Russian Journalist Yuri Yudich have all participated at FENAVIN during a lecture on "Eno-tourism and Spanish Wine in Russia" (Enoturismo y vino español en Rusia), which was coordinated by the Journalist and Historian Jesús Palacios

12.05.2015 | 

Sergey Melik, Minister Counselor of the Embassy of the Russian Federation in Spain, has substituted the Ambassador of the Russian Federation in Spain, Yuri P. Korchagin, who was finally unable to participate at FENAVIN today due to an illness, in the activity "Eno-tourism and Spanish Wine in Russia" (Enoturismo y vino español en Rusia), which has been coordinated by the Journalist and Historian Jesús Palacios. Alesia Slizhava, Professor of the Complutense University of Madrid and Director of Sármata Wines and Yuri Yudich, Russian Journalist and Director of Alcoexpert, have rounded off the table during this interesting lecture, which was mainly directed at winemakers and exporters.

Spain has become the second holiday destination for Russians traveling abroad and the first in Europe, according to that explained by Melik. "An astounding majority of Russian tourists are in search of the sun and beaches of the warm Spanish lands and 65% of them are very interested in our culture. Wine is perceived as an integral part of Spain, of its unique and age-old culture. For Russians Spanish wine symbolizes all that symbolizes Spain", he added.

However, eno-tourism "despite being a very promising field, is still to be discovered on the part of Russian tourists". In the opinion of the Minister Counselor of the Russian Embassy in Spain, "the Russian tourist has scarce knowledge of eno-tourism, hence it would be very interesting for Spanish companies to promote this field in the Russian travel agencies and Russian tour operators should start to discover this type of tourism related with wine".

On her part, Alesia Slizhava, has highlighted the fact that there is great potential for Spanish wines in Russia, as Russia stands among the 10 countries in the world that consume the most wine. 26% of the alcohol consumed in Russia is wine, although this percentage could increase if one looks at the tendencies. Slizhava has indicated that Spanish companies should try to occupy the void that exists in the medium-low to medium range of wines –as Spanish bulk wine is already of great importance in Russia- and the challenge they have is to do this by lowering the price margins.

Slizhava has, therefore, insisted that it is necessary for Spanish bottled wines that are smooth and young, priced at less than 5 Euros, due to their quality and production be fully competitive with Italian and Chilean wines and they should be consolidated in the large supermarkets and HoReCa stores.

Finally, Yuri Yudich has explained that the current import situation is not good in Russia, this due to the sanctions imposed by the European Union and the United States as a consequence of the Ukraine crisis and the devaluation of the ruble due to the drop in the price of oil.

Likewise, the Director of Alcoexpert has provided a few tips so that Spanish wine can improve its position on the Russian market: maintain quality and "not lower themselves"; give vital importance to marketing; the region of origin of the wine, the type of grape and the brand should be clearly marked on the label and offering the public the opportunity to taste the more expensive wines so that they can have first hand knowledge of them.

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