Next June, a total of 40 Spanish wineries will head to the US to participate in Spanish Wine Road Showa tour of showroom that will allow first-person contact with buyers, distributors and other professionals in the destination wine market.
Promoted by the Spanish company Giménez & Sigwald Wine Associates, organizer of other programs that seek to internationalize Spanish wines, such as Spanish Wine Pre-Selling Programthis initiative aims to facilitate access to the American market for small and medium Spanish wineries, unifying strategies and resources and advising them throughout the bureaucratic and logistical process. To do this, it also has the collaboration and experience of its American partner, Markentry USA.
The four Spanish Wine RoadShow showrooms will be held between June 27 and July 1, 2022 in the cities of Washington DC, Houston, Denver and San Diego. Four large urban centers that will attract hundreds of buyers from their area and neighboring states. After the distance from COVID and the past closure of borders, this initiative aims to regain direct contact with the customer, a more intense and much more effective way of working with the market than telematic marketing, especially for those wineries that excel in their product but do not have the resources to carry out large commercial campaigns.
The tour is supported by the Chief Economic and Trade Counselor in Washington DC, Joseph Louis Kaiser which will open the first day in Washington DC, at the emblematic restaurant Fussby international chef José Andrés.
Exhibit and offer Spanish wines
Participating wineries will have the option of having a space in each showroom where they can exhibit and offer their wines to professional visitors. In this way, they will have the real opportunity to access in person and meet with American buyers with great capacity and purchasing interest such as importers, distributors and professionals. of the horeca and retail channel.
“In Spain we have a great product with many opportunities in the US market, but it is essential to know how to arrive with a solid strategy, with well-defined objectives and audiences”, explains Álvaro Giménez, CEO of the consultancy. “Of the 4500 wineries that there are in Spain, most of them are small and medium-sized, and it is necessary to develop programs adapted to their possibilities and needs”.