Ciudad Real, may 07-09 2019

Ciudad Real, may 07-09 2019





"If the wine industry does not try to promote wine and educate the new generations about wine, the entire customer base of the European market will be gone"

Thus it is assured by Liam Campbell, wine editor for the Irish Independent, who will be offering a lecture called "The Wine Market in Ireland" on the upcoming May 12th at 10 in the morning.

21.04.2015 | 

Liam Campbell, Wine editor for the daily newspaper the Irish Independent and judge at many international wine contests, such as the Concours Mundial de Bruxelles, the South African Michelangelo Awards, Bacchus in Madrid or the International Taste & Quality Institute of Brussels, is absolutely convinced that working on promotion and educating the next European generations about wine is a fundamental task "if we do not want to lose our entire customer base of the European wine market".

Campbell, who will be offering the lecture "The Wine Market in Ireland" on the upcoming May 12th at 10 in the morning, looks beyond the Irish market and will also be talking about the importance of once again boosting the promotional campaigns and education about wine in countries where its consumption is traditional.

This way he draws attention to "the important investment made in the last few years in promotion and commercialization in the BRIC countries (Brazil, Russia, India and China), while in turn ignoring the already traditionally established markets. This approach, which is shortsighted, could finish off with the good faith and loyalty that has been created in the past", he assures. Thus he recommends closely following the new generations, "which are just now starting to experiment and find their preferred beverages in other places. The important increase in sales of artisan beers and spirits is an example of that search and, therefore, if the wine industry does not involve the next generation and dedicate part of its budget to promoting and educating this generation, it will lose the entire customer base of the European market".

The Irish market, increasingly more similar to the English market

In as far as the Irish market is concerned, Campbell detects that it is increasingly more similar to its neighbor"s, the United Kingdom market, with supermarkets that take over the sale of wines in an unregulated sector. The figures for December 2014 indicate a small increase in the volume of wine sales in Ireland of approximately 1.2% and, in terms of value, the market has increased in 9.5%, although an important part of this is due to the increase in taxes. The average price of wine has not kept up with the increase in taxes.

In as far as per capita consumption of wine in Ireland, Campbell points out that this figure stands at about 17 liters in the year 2012, figure that is comparable with the 21 liters that are consumed in the closest country, the United Kingdom, or the 30 liters consumed in Denmark, a country with a similar population but that like Ireland does not produce its own wine. France, with 45 liters, has the highest per capita consumption in Europe, while Ireland has one of the lowest per capita consumption of the European Union, quite a bit below average.

With regards to his recommendations to the Spanish producers in that pertaining to penetration of the market, Campbell points out that "the price is of essence in order to sell wine in Ireland: the key price stands at 9,00 – 9,99 €, which represents 23,7% of the sales. Visibility is also important, and a good distributor is vital, hence it is very important to have enough of a budget to make them known".

Campbell highlights that "more than 68% of all the wine sold on the Irish market corresponds to wines from the new world. Most of these are brand wines that have invested quite a lot in the Irish market in that pertaining to advertising and marketing budgets, although wines at discount prices are also offered through promotions made in the groups that correspond to the supermarket chains and retail distributors".

In his opinion and in short, a Spanish winery that wants to sell wine on the Irish market must "find a good importer with knowledge of the market, good sales and a good marketing team, apart from having a realistic point of view and being ready to invest and develop a customer base in the Irish market on the long term. He likewise adds that said importer must be capable of involving the press that is specialized in wine and key customers and this means visiting Ireland on a regular basis in order to become familiar with the customers and develop a personal relationship with them".