Spanish fine wine producers need to invest more time, thought and money in positioning their wines where they deserve to be, according to Enrique Valero, general manager of Spanish winery, Abadía Retuerta. Speaking to the drinks business at a recent lunch to showcase their wines, Valero said he “hates” the typical argument about Spanish wineries “that our quality/value relationship is the best in the market”. “For me, that means you don’t know how to sell at the right position,” he said. He argues that Spanish wine deserves a strong position in the wine list of the top restaurants in the world and as such “need to learn how to market our wine.” “Why? Because you see here the territory, you see tradition, you see understanding the landscape. You see a lot of things that are values that you can enjoy in a glass of wine, and that, for me, is more important than a technical tasting,” he says. “I don’t think we should talk about all the countries and all the wine producers with the same terminology.” In the past, producers talked to the consumer “like, this is not for you, you are not an expert. But come on! We need to make it accessible!” “We need to talk more about concepts and time and enjoyment and trends and global warming, and less about tannins, second fermentation, malolaction fermentation,” he explained. “These things are necessary, but that is technical to talk to the consumer, and we need to think
This Article was originally published on The Drink Business - Fine Wine
