Ciudad Real, may 07-09 2019

Ciudad Real, may 07-09 2019





"The sales approach that is used with Spanish wines is in need of a change of strategy"

Paul Wagner is a recognized international specialist of the world of wine

Paul Wagner is a recognized international specialist of the world of wine

During the 6th edition of FENAVIN, Paul Wagner, International Wine Consultant and President of the company Balzac Communications & Marketing, will be putting the wine market in the United States under analysis, along with the situation of "disadvantage" that Spanish wines suffer

28.03.2011 | 

"The future of wine in the United States belongs to the new 'Millennial Generation'." Taking this premise as the starting point, Paul Wagner will develop his lecture on the following: 'The Future of the Wine Market in the United States', representing a conference that will be included within the program of activities that the sixth edition of the National Trade Fair on Wine, FENAVIN-2011, is set to host in Ciudad Real from May 10th to the 12th.

There is no doubt whatsoever that the US market is a giant one for wine exports, even if it does not seem to be very optimistic for Spanish wines. In the first place and at a considerable difference from any others we have the American wines, representing seventy percent of total sales. Italy and Australia are the runners-up in this race, followed-up by the French wines. Spain, along with other countries such as Argentina, Chile and New Zealand would then be in the last positions, with barely five percent of the total. In this sense and according to the OEMV (Spanish Wine Market Observatory), Spanish wine exports on the US market in the year 2010 reached 1,610 million liters, the same for a value of 1,745 million Euros.

Despite the economic difficulties that are being endured at a global level, this market continues to grow thanks to the increase in demand that a new generation of consumers is taking forward, a generation that is highly interested in the world of wine, the 'Millennial Generation'. This generation, represented by both sexes and with ages that stand between twelve and thirty-two, represents more than 70 million of the whole of the American population. Hence Wagner has underlined that: "we are talking about young people who have no fear and who were born with a computer under their arm and a MP3 in their pocket. They certainly do not accept the traditions on wine that are already established and they are adventurous, which means that for them wine is not simply a beverage, but a ticket to travel to other places, to other countries."

"There is no need for the consumer to be an winemaker in order to enjoy a glass of wine"

Indeed this new generation is putting a challenge before us: how to sell wine to this sector of the population and how there is only one way to achieve this, by thinking they way they do. Hence, with this aim in mind it is fundamental to obtain a detailed American opinion about our wines. Americans in general consider Spain to be a producer of interesting wines, although they also consider that the country and its wines do not stand out with a very positive personality on the market. "Although at a tourist level the country is indeed considered to be an attractive and interesting destination, the wines do not enjoy a sufficiently good image to compete with the famous wines of California and France. This deficiency is notable in restaurants, both in the wine list offer and in the demand for these wines. In this sense Spain has the same problem as Chile: good wines that are not valued as they should be."

Wagner affirms that "in that pertaining to the quality of the wine, many Spanish wineries and wines possess all the qualities that are necessary to be successful on the American market. However, very few of them have done what is necessary so that they can be differentiated from the rest. From a commercial and marketing point of view the sales focus of Spanish wines is in need of a change of strategy. For years now the matter has been reduced to barrels, stones, climate and fermentations. On the contrary, the consumer does not have to be a winemaker in order to enjoy wine. Wine must communicate the culture of the region where it was born, it must serve as a symbol of the music, poetry, architecture, history and of the real life of the people living in this land, and then it will be possible to sell this wine."

About Paul Wagner

Considered as a true guru of wine and established in California's Napa Valley, one of the most prestigious wine regions of the United States, he is also the President and Founder of the company Balzac Communications & Marketing, enjoying a wide-ranging portfolio of international clients.

He is also Professor at the Napa Valley College of Viticulture & Enology and at the Golden Gate University, apart from being an occasional collaborator at the Sonoma State University, at the MIB School of Management in Trieste, at the University of Dijon and at UC Berkeley's satellite campus, covering the History of Wine, Marketing and Wine Production.

At an international level Paul Wagner is a regular lecturer on wine and its commercialization, including presentations at national conferences of The Society of Wine Educators and The American Wine Society.

He also collaborates in diverse specialized publications and he is a renowned wine taster, all of which makes him deserving and worthy of being a jury member in recognized national and international wine competitions.