Ciudad Real, may 07-09 2019

Ciudad Real, may 07-09 2019





Bárbara Wehowsky believes in direct promotion to attract importers and consumers in Germany

FENAVIN’s representatives in Germany and the USA

FENAVIN’s representatives in Germany and the USA

FENAVIN representatives in the USA and Germany give their opinion regarding the future of Spanish wine.

24.01.2005 | 

Representatives of the Feria Nacional de Vino, FENAVIN 2005, in the United States and Germany give their opinion about the future of Spanish wine with reference to the fair which will take place between 9th and 12th of May in the Trade show center (Fair Pavilion) in Ciudad Real where more than 400 buyers from the wine sector from countries like Germany, United Kingdom, Belgium, Denmark, Holland, Luxembourg, Austria, Poland, Czech Republic, Sweden, Norway, Finland, USA, Mexico, Brazil, Lebanon, China and Japan amongst others, will participate.

The Feria Nacional del Vino (National Wine Fair), FENAVIN, has, from the beginning, always focussed on the professionalization of the sector, its international scope, the promotion of the Spanish wine offer and improving the exhibition constantly as well as the innovative concept of the Business Center.

For the third edition of FENAVIN (2005) both the trade show and its link to the internationalization and the Business Center expect to become stronger in terms of service and increase the number of participants.

FENAVIN’s Business Center is an ideal private space which enables the importers and Spanish winery owners to come together, negotiate trade agreements and promote our wines all over the world. A great range of services geared towards the exhibitor in order to foster his/her presence in international markets, to strengthen and develop this presence with technical and human means which will turn their trade operations into a reality.


FENAVIN’s representative in Germany, Barbara Wehowsky, states she is convinced Spanish wines have a great potential and she believes they have a promising future in terms of sales increase.

“In Germany we are going through an economic crisis which has slowed down consumption. Nevertheless, we can see the wine sales volume in the price segment up to 2.99 Euro is growing and, on the other hand, the demand for expensive wines (above 7 Euro) is also growing. From this, we can infer the middle price segment is disappearing”, she says.

The German representative gives some advice regarding the way to promote the wine and attract both importers and consumers. She suggests that both FENAVIN and the Spanish producing areas should carry out a “more direct promotion to the end customer. For instance, instead of spending money on presentations, public relations and general promotions, give money to the wineries to allow the bottling of small sampling bottles for their customers”.

Likewise, she suggests that, in order to make the most of the presence of importers in the Business Center, the Spanish Exhibitors should prepare all the material in German (Winery’s profile, product sheets wine technical data, type of customers they are looking for, etc) and to leave information about their company as well as a dossier for the press.

German buyers who will come to next Feria Nacional del Vino, FENAVIN 2005, will be mostly managers or purchasing officers from distributors who have a national or regional sphere of activity. Most of them will primarily focus on bottled wines and possess a sound knowledge of the Spanish wine offer.

The great majority of German Professionals in the sector acknowledges that the Spanish wine quality level has, in general, substantially increased. “Thanks to the effort of wineries, we do not find prejudices like we would 15 years ago. Furthermore, it is appreciated that Spanish wines have experienced only a moderate price increase whilst improving quality”, she states. “Now, the next step is to convince the consumer”, she suggests.


FENAVIN’s representative in the United Sates, Michael R. Matilla, states that regarding the fact that there is an important competitive effort to produce great quality wines in the Spanish wine sector, “Spanish wines do not stand out and, except for a few connoisseurs and people from the sector, Spanish wines are not considered a relevant factor in this market”.

“A few years ago, Spain was the third wine exporter to the United States. Today, it is far behind France and Italy, as well as Australia, Chile and New Zealand. The Spanish wine sector is producing very good wines, but so is the rest of the world and their product is offered with attractive promotions, sponsored by the governments of producing countries and by the very wineries”, he explains.

Matilla’s advice to the Spanish Exhibitors, to make the most of the presence of importers in the Business Center in FENAVIN, is to “listen to the importers and not to put pressure on them to buy full containers from the beginning”. In the same way, he says “the United States has a worldwide wine offer, with excellent quality and, in general, better price than the Spanish wines. The traditional glass of wine with a meal is not yet in place in this country, wine is still bought and drunk on special occasions”.

The FENAVIN’s representative in the United States states that “American business men will go to Feria Nacional del Vino, FENAVIN 2005, because they expect a serious trade show with a good offer”. In this respect, he says “the idea of hiring companies in the different markets to help select the importers turns it into a good investment”

According to the American representative, in the United States there are no more than a dozen importing companies who can cover the whole country with their own or with outside distributors. This year, at least two importers with national sphere of activity will be present at FENAVIN 2005. “It is possible that a few distributors participating in FENAVIN 2005 work with these importers” he adds.