According to the German journalist who will be participating in the round table on "Presente y futuro de los vinos españoles en los mercados tradicionales: Alemania, Reino Unido y E.E.U.U." (Present and future of Spanish wines in traditional markets: Germany, United Kingdom and the United States) within the frame of FENAVIN 2007

16.03.2007 | 

Next month the German wine journalist David Schwarzwälder will be participating in the round table "Presente y futuro de los vinos españoles en los mercados tradicionales: Alemania, Reino Unido y E.E.U.U", which is to take place within the frame of the National Trade Fair on Wine. The prestigious British journalist John Radford and the recognized North American journalist Gerry Dawes will also be present at the same.

The journalist will be speaking about the situation of Spanish wines in Germany; the strengths and weaknesses of Spanish wines in said country; as well as on the perception that the final consumer in his market has about Spanish wines. He will also be covering the future of Spanish wines and wineries in his market of origin. Finally, he will be advising those wineries that wish to penetrate or strengthen their commercial presence in the country.

According to the German journalist "presence of Spanish wines in guaranteed retail trade is ever increasing". Spain continues developing its market share and its position shifts between the second and third place on the importing ranking, hand-in-hand with France and right after Italy", he adds.

He likewise informs that "according to market investigations there is an obvious increase in the diversity of denominations of origin that produce white and rosé wines. It is to be highlighted that quality wines in particular (holding denomination of origin) are enjoying a very positive evolution, while table wines and bulk wine are on the decrease". Importers and retailers are overjoyed with the current "boom" in favor of Spanish wines", he extends.

He also believes that "in general the degree of knowledge there is about Spain's diverse offer, with its 64 denominations of origin, continues to be too scarce. As yet most Germans are not aware that Spain produces an important amount of very good quality white wine". "The pair of words "tradition and innovation", which describes the Spanish offer, covers all sorts of tastes, ranging from the most conservative to the most curious", he asserts.

According to Schwarzwälder "the perception that the final consumer has in the German market about Spanish wines is sadly lacking in basic knowledge about the important offer that actually exists. The German consumer first tends to think about red wines".

With regards to the future of Spanish wines and wineries in Spain he considers that "important perspectives exist in general in that pertaining to evolution of wine consumption, however, this evolution also walks hand-in-hand with growing competition, both pertaining to suppliers from other countries, as well as from other Spanish wineries. He likewise believes that "important growth will be experienced in the "discounter" wine sales channel". Finally he estimates that "the specialized store channel is a mere niche, given that it only covers 4%".

ADAPTING TO THE NEEDS OF THE GERMAN MARKET

According to the journalist, in the case of wineries that wish to penetrate or strengthen their commercial presence in Germany "it would be recommendable that they choose an extensive range of qualities, given that scissor-like evolution exists in the demand (very economic wines on the one hand and "high expression" wines on the other").

He also states that "the existing surplus of wine in the world requires a strategy that is coherent with prices, with moderate increases on the medium-long term to thus avoid losing credibility".

Concluding, he mentions that "when it comes time to open up the market, wineries must know all about the needs of the German market, duly adapting to the same: including knowledge of English or even better of German. They must be familiarized with the lifestyle and working hours and they must be aware of the mentality (working "just-in-time", confirming everything in writing). They must also know how to actively support clients (participation in promotions, presentation of wines to contests with the aim of obtaining medals, etc…)".

CORRESPONDENT FOR WEINWIRTSCHAFT Y WEINWELT

David Schwarzwälder works as a correspondent for the Editorial Group Meiniger, which publishes Weinwirtschaft (" Economy of wines " ), Weinwelt ("Wine World) and Der Sommelier (The Sommelier). He also imparts classes at the University of Geisenheim and at the Fachhochschule Wädenswil, the most important universities in Germany and Switzerland covering wine production. In the spring of 2007 he will be presenting the first book ever published in Germany on Portuguese wines, the same in collaboration with the journalist Wolfgang Hubert. David currently lives in Salamanca and Alsace (France).

David Schwarzwälder took courses on European Studies during two years at the Pontificia University in Salamanca: Master's in European Studies. During the decade of the nineties he was dedicated to journalistic work for many specialized and non-specialized media groups in Germany, Switzerland and Austria, such as for example Essen & Trinken (Eat and Drink) or Feinschmecker (Bon Vivants). He has also closely collaborated with the Spanish ICEX (Spanish Institute for Foreign Trade) in official presentations of Spanish wines and in conferences on the wine markets in the three German-speaking countries, apart from conferences on Chilean wines in Germany.

As of 1999 he started publishing the first articles on South American wines in Germany and Spain and in the year 1998 he published the first book-guide on Spanish wines in Germany. In the year 1999 he was the first foreigner to obtain the "Nariz de Oro" (Golden Nose) Award as the best taster-sommelier in Spain. He also collaborates with the Spanish magazine Vino y Gastronomía (Wine and Gastronomy). In the year 2000 he started collaborating with the Spanish daily newspaper El Mundo. He also coordinates tasting sessions covering wines from Spain for the Guía de Catas (Tasting Session Guide) and he was the Director of Tasting Sessions for the Castilla y León Wine Guide. Concluding, mention is to be made to the fact that he also writes a weekly column in the Castilla y León edition of El Mundo.