The small wine estate: a sector with 20,000 brands

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When I am shown a wine list in a restaurant, I often feel confused for a few minutes when faced with a list of brands that are difficult to categorise and distinguish . Something similar happens to me on the supermarket shelves, although to a lesser extent, as fewer brands reach the distribution channel than those that reach the hospitality industry.

First of all, I like wine, I can find many of the dominican republic mobile database nuances between one wine and another, and I enjoy it. I was born and raised in a culture that appreciates viticulture and considers it part of the diet. However, I am far from considering myself an expert, because to do so I would have to spend hours absorbing and replenishing knowledge.

There are 69 designations of origin, 5,000 wineries and, according to Nielsen data, up to 20,000 wine brands in Spain . This overabundance of designations of origin (DO), wineries, brands and vintages overwhelms me . And like me, it overwhelms many of the consumers with whom I share this concern.

And this exuberance is a reflection of the enormous Spanish wine production (the third largest in terms of volume worldwide), which makes our country the world's leading exporter and contributes almost 3 billion euros to the national balance of payments .

As always, great work on the land and in the industry, but very poor work on the sales and distribution channels , because Spanish wines are exported in bulk at a low price so that others can package them and sell them as their own rather than work on the commercial side, which is a burden for the sector .

In Spain there are many marketing and communication agencies that are experts in the wine sector and do prodigious, creative and impactful work for their clients, but always under the premise of ' zero sum '. Each brand and winery tries to position itself in a narrow market, with an enormous number of niches and with increasingly confused customers.