A total of 14 wineries from six Protected Designations of Origin (PDO) of the Canary Islands will participate in the National Wine Fair (FENAVIN), which opened this Tuesday and will be held until May 8 in Ciudad Real, with the aim of promoting the marketing of their productions. Considered the benchmark monographic event for Spanish wine, this edition will feature around 2,000 wineries in an exhibition space of 29,340 square meters distributed in 8 pavilions, as well as nearly 15,000 national and 4,000 international buyers from almost a hundred countries.
With the purpose of exhibiting the productions of the wine sector of the archipelago in this showcase, the Canarian Institute of Agri-food Quality (ICCA) has managed the rental of the islands' stand, associated services and the transport of wine from the exhibiting wineries, as well as the design, construction and maintenance of this 161 square meter space.
During the opening of the event, the Minister of Agriculture, Livestock, Fisheries and Food Sovereignty of the Government of the Canary Islands, Narvay Quintero, indicated that "our wines are, due to their quality and uniqueness, an emblem of the agri-food products of differentiated quality of the archipelago, so they deserve to have an exhibition space at this fair from which they can strengthen their commercial ties with national and international operators and take advantage of new business opportunities."
The wineries that represent the archipelago in FENAVIN are Viñátigo, Piedra Fluida and Atrevino (PDO Canary Islands); El Grifo, Titerok, Erupción, Volcán del Sol and Producciones Arráez Bravo (PDO Lanzarote); Atlante and Tafuriaste (PDO Valle de La Orotava); Vento and Encanto de Vilaflor (PDO Abona) and Presas Ocampo (PDO Tacoronte), as well as the Regulatory Council of the PDO La Gomera.
During these three days, the ICCA has scheduled five meetings with different international distributors interested in learning about Canarian wine production. Two of these meetings will be with the Norwegian wholesale companies Bonum Wine, supplier of quality products to renowned restaurants in the Scandinavian country, and Nordic Wine-Beer & Spirits, a business association dedicated to the import of sustainable productions from small and medium-sized manufacturers.
The agenda also includes a meeting with Prestige Wines, one of the most important importers in the Asian market, with more than a decade of experience in the distribution of Spanish wines and food to China, as well as a meeting with the managers of the Latvian company OMC & CO SIA, in addition to the Polish distributor of the Horeca channel RCR SP. ZO.O.
Apart from promoting professional meetings, the fair promotes the commercialization of the participating wines through "The Wine Gallery", a space in which each of the elaborations is presented in optimal temperature conditions for tasting, together with its corresponding sheet with the most relevant data of the elaboration in question, as well as the location in the fair of the stand of the corresponding winery.
It also offers a program composed of more than a hundred activities, including presentations, tastings, talks and promotional actions related to the wine sector and its commercial environment, among which are the four technical conferences planned dedicated to wine tourism and brand strategies to improve the profitability of wineries.
In this area, the intervention 'Wine tourism, strategies to improve the profitability of the winery and build a strong brand' will delve, with the help of specialists Jorge Solana and Manuel Romero, into the importance of wine tourism experiences to strengthen the notoriety of wine brands. For her part, the strategic branding consultant Bea Nieves will offer the presentation 'From the vineyard to the brand: how to build a winery with its own identity', in which she invites to transform a winery into a solid, authentic and memorable identity, which reflects its values and is successfully positioned in such a competitive market.
Also, under the title 'You don't sell wine, you sell stories: connect with your customer on networks', the journalist Sandra Ruiz will review in a practical session the emotional aspects that build a story that appeals to authenticity in the digital communication of wineries. In this line, the marketing consultant Ricardo Moreno Rodríguez will also delve into the brand positioning through the activity 'How to turn your winery into a living brand, close, with its own voice'.
