They also recognized that the media is paying far too much attention to expensive wines, which have a very low market share, while those consumed the most are found in an intermediate stratum
"'Parkerist' wines (endorsed by The North American Wine Guru Robert Parker's scoring), which are densely dark, concentrated wines that impede seeing the bottom of the glass, have favored a tendency to create undrinkable wines". Gerry Dawes, acclaimed North American Journalist, opened his intervention with this categorical statement. Dawes has been one of the participants of the round table "Present and Future of Spanish Wines in Traditional Markets: Germany, United Kingdom and the United States", in which John Radford, prestigious British Journalist and David Scharzwälder, German Wine Journalist have also been present. The round table was moderated by Günter Lorenz, Director of the European Center for Companies and Innovation in Ciudad Real.
In Dawes' opinion "very serious mistakes are being committed in Spain, such as the removal of 50-year old vines to cultivate new ones in trellis system; permanent renovation of barrels and subsidies for French "Chaptalization", all of which are causing the flavor of the wood to dominate the flavor, resulting in a final taste that is absolutely disgusting".
In his opinion, in order for Spanish wines to be successful in the United States "wines that speak of the country must be made, wines that transmit the country's climate, and they should take into consideration the North American sommeliers when creating wines, and not the distributors, who are highly influenced by classifications. After paying exorbitant amounts, sommeliers are in search of wines that can be drunk, not wines that remain in the bottle, thus the reason why wines should be faithful to the 'terroir', and producers must believe in what they are doing".
On his part Radford also acknowledged that Robert Parker's opinions are not the ideal ones and that most of the wine consumed in the United Kingdom is priced between 4 and 5 pounds, nowhere near the higher prices of the premium range wines. "This could perhaps be due to the journalists, as we should concentrate our efforts on medium range wines". In that concerning the keys involved to penetrate the British market, in his opinion it is fundamental to "wager on individuality and promotion, even on door-to-door sales if necessary, so that everybody can actually try them: that is how success can be attained on our market", he sentenced.
Finally, the German Journalist David Scharzwälder criticized his own market, classifying it as "the most overvalued in the world", adding that he was unable to understand wineries that "insist on penetrating this market". If there is anyone left who is "brave" and interested in this market, "they should first investigate in-depth and wager on a good low price wine to enter the market, even if they lose money. In the case of those already positioned on the German market -he continued-, they should improve communication with the clients, informing them about novelties and the techniques that are used. Apart from this the offer should be structured and, above all, they should wager on autochthonous products".
GERMANY, UNITED KINGDOM AND THE UNITED STATES, MAIN IMPORTER COUNTRIES OF SPANISH WINE
The main importer countries of Spanish wine in the year 2005 were Germany in the first place (299,667,000 Euros); United Kingdom, second (266,889,100 Euros) and the United States in third (159,161,700 Euros). In total the three countries imported a value of 727,717,800 Euros, representing 46.81% of the total of Spanish wine exports in the year 2005.