The Finnish journalist Aarno Magnusson; the Swedish sommelier Andreas Larsson and the Norwegian writer Arne Ronold.

25.04.2005 | 

The Finnish journalist Aarno Magnusson; the sommelier, writer and wine critic Andreas Larsson from Sweden and the writer Arne Ronold specialized in wine subjects will talk about Spanish wine on the markets of their respective countries, during Feria Nacional del Vino, FENAVIN 2005, which will take place from 9 to 12 of May in the Ciudad Real Fair Pavilion.

Magnusson, who was decorated with the Gran Cruz de la Orden del Mérito Civil (great cross of the civil merit order) by H.M. the King D. Juan Carlos I, will talk about, amongst other subjects, the following: reasons for growth; the taste of the Finns; if the monopoly will remain; why did Spain lose its number one position, was it due to the laws about alcohol, the New World assault and the price situation. Likewise, he will explain where Spanish wine is going on the Finnish market.

The Spanish wine sector is making great competitive efforts to produce very good quality wine. In this respect, the Finnish journalist thinks that this fact has surfaced especially in "the areas like Murcia (Jumilla and Yecla) where the increase in quality is proven, and also in places like Toro, Bierzo, Valdepeñas and La Mancha".

PRICE, QUALITY AND ACTIVE MARKETING

"Wine talks by itself, but…. What about the people? We need the exhibitors to speak English and it is necessary to be business driven and enterprising on the market" explains Magnusson. Likewise the journalist considers the key for the future of Spanish wines is found in three aspects: price, quality and active marketing.

Aarno Magnusson cooperates with "Etiketten", Official magazine with considerable circulation published by Alko, the Finnish Monopoly, every month. The aim is to create a wine culture and get to know better the wines launched on the market. In the same way, he writes articles about wine in the newspapers "Vasabladet" and "Åbo Underrättelser".

THE WINE SCENE IN SWEDISH RESTAURANTS

As for Andreas Larsson, the writer and wine critic, he will explain the "wine scene in Swedish restaurants" on the third day of the Feria Nacional Del Vino, FENAVIN 2005.

The best European sommelier, awarded the Ruinart Trophy 2004, will highlight during his presentation, from the viewpoint of Spanish wine in the Swedish market, what the customer at the restaurant thinks of wine; what is the opinion of restaurant owners about wine and how the sommelier works with it.

Regarding the efforts the Spanish wine sector is making to obtain quality wines, Larsson says he has actually seen improvement in this area. On the other hand, the wine critic advises exhibitors who participate in FENAVIN 2005 to "try to give proof of the quality of their wines". He thinks that "one can always try to do more, but quality will always bring fame".

He also states "Spain has a future. I think producers should try to maintain their wine identity and try to do their best to promote them".

"SPANISH WINE IN THE NORWEGIAN MARKET"

The Norwegian writer Arne Ronold will come to FENAVIN 2005 where he will explain the situation of Spanish wine in Norway, with "an outline based on recent sale statistics and the analysis of current trends of the Spanish wine in the market". He will also talk about general tendencies in consumers choices , preferences and will inform about products.

Arne Ronold will explain with comprehensive descriptions "the different ways to enter the Norwegian Monopoly market and the factors which govern the competitive prices". Finally he will give a talk about the communication difficulties in the Norwegian market and wine outside the Scandinavian context.

Ronold is founder and editor of the Norwegian magazine specialized in wine "Vinoforum" since 1986, and also founder of the Norwegian Wine Academy since 1998.

Furthermore he has a Master in Wine since 1993 and was training manager for sommeliers in the Norwegian Culinary Institute during the school year 1999-2000, where he is currently teaching. In Norway, he has been organizing courses of WSET (Wine Spirit Education Trust) in cooperation with the Stavanger University since 2000 where he has also taught, including students of foreign countries. Additionally he has written several books about wine.