In collaboration with the Spanish Institute of Foreign Trade (ICEX), the Spanish Observatory Wine Market (OeMv) presented the main conclusions of this comprehensive analysis that also includes a statistical database with detailed information on consumption and sales State wine and a ‘price calculator’ that allows wineries to calculate their prices to position themselves in certain segments of each of these markets.
Assuming that America is the market for more opportunities to Spain because of its high growth potential and perceive our country as a good producer of wines, has introduced the first OeMv Barometer of Spanish wines in the U.S. . The journey has also involved the Spanish Commercial Counselor in New York, who presented the work and strategies of Wines from Spain in that country. A great country, but all experts agree that can not be considered as a single homogeneous market.
Thus, this study conducted by Wine Intelligence for OeMv, reproduces the results of detailed surveys in the top 15 U.S. states by consumption of imported wine and involving more than 55 million regular consumers of wine (New York, California, Florida, Texas , New Jersey, Illinois, Massachusetts, Michigan, Pennsylvania, Virginia, Maryland, Colorado, Connecticut, New Hampshire and the District of Columbia). These are states with different degree of openness to new experiences, different economic activity, education levels and wages. For the different presence of wine in general and especially imported wines, this is a new analysis that, to date, has never been made in Spain or possibly in other countries. While the presentation makes a journey comparing the different States, the full study includes a detailed analysis of each of them.
The Barometer is a consequence and more detailed then a first study, conducted in 2009 by the OeMvsobre major countries for exports of Spanish wine. For the specific case, now U.S. main conclusions are verified that Spanish wines are marketed quite successfully in the U.S. market and they are assigned values of « old world » such as tradition and history. Spanish wines also are perceived as wines of good value for money and good taste and American consumers are proud to serve our wines. However, Spanish wine producers have to deal with weaknesses such as the general ignorance of our wines and the low understanding of our producing regions or brands. To this must be added the low consumption of our most representative grape (Tempranillo, Albariño and Verdejo). The lack of familiarity of American consumers these important components causes many of them facing the purchase of Spanish wines and some confusion disinterest.
The new « barometer » now presented in Madrid includes also two interesting and innovative elements: a statistical database with detailed information on consumption and sales of wine at the state and a ‘price calculator’ that allows wineries to calculate prices individuals in two ways for each of the several States and with different rules and costs:
What price FOB (Free On Board) hold my wine I make if I want to be in a particular part of the retail price (RRP) at the destination?
What PVP get if I set a certain price FOB warehouse?
The Barometer is therefore an indispensable tool for wineries and wine marketers to design and define their sales strategies in the U.S. with the aim of attracting new consumers, the loyalty of existing ones and build on the enthusiasm of the market to increase awareness / image of Spanish wines.