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martes, 22 de mayo de 2018

Los vinos españoles de alta gama pierden posiciones en Estados Unidos ... Comment of / Comentario de Wines Inform Assessors


Los vinos españoles de alta gama pierden posiciones en Estados Unidos
Mapa vinos españoles alta gama (90-120US$).  Fuente: Enolytics Spain


Un estudio Big Data revela la pobre cuota de mercado del vino español en Estados Unidos en comparación con el dominio absoluto de franceses e italianos

Los vinos españoles de gama alta apenas suponen un 1,7% del mercado de Estados Unidos.  Este es el resultado de un reciente estudio realizado por Enolitycs USA y su filial Enolytics Spain.


El análisis se basa en la interpretación de 420.000 registros de consumidores en los últimos cuatro años, y ratifica la escasa presencia de los vinos españoles de máxima calidad en un mercado tan relevante como es el de Estados Unidos.


Según informa la compañía en una nota, los consumidores estadounidenses de vinos tintos entre 90$ y 120$ prefieren elegir vinos de California hasta en un 68% de las veces. Sus siguientes opciones son vinos franceses e italianos con un 13% y un 12%. Los vinos españoles, chilenos y argentinos entran dentro de la categoría de 'otros vinos'.


Franceses e italianos, dueños del mercado estadounidense


Mientras los vinos de alta gama franceses e italianos mantienen su cuota de mercado en los últimos cuatro años, alrededor del 12%, los vinos españoles pierden posiciones gradualmente, pasando del 3,7% al 1,7%. 


Como ejemplo, el primer referente español, Flor de Pingus, ha pasado de ser la opción número 50 en el año 2013 a ser la opción número 80 en el año 2017.  Otras referencias como Aalto PS, pasa del número 100 en 2013 al 340 en el 2017, perdiendo posiciones sobre todo con sus homólogos franceses e italianos.


Afinando los resultados a nivel ciudad, se observa que, dentro de las 10 áreas metropolitanas más destacadas, los vinos españoles tienen su mayor presencia en Miami con un 2,7% del mercado, pero siempre muy lejos de sus rivales europeos en torno al 15%. El siguiente mercado es el área metropolitana de Nueva York, donde la presencia española es del 1,3%, aunque sus competidores italianos y franceses alcanzan cuotas del 20%.


La aplicación de big data a la industria del vino, permite analizar casi en tiempo real donde (ubicación física literal) se están consumiendo todo tipos de vinos, y por su puesto donde no.  Enolytics Spain también ha analizado la presencia de dichos vinos en los restaurantes Michelin del área metropolitana de Washington DC, siendo la presencia de los mejores vinos españoles todavía muy reducida. En dicho estudio, se ha identificado que marcas de vino están presentes en los restaurantes más selectos, y que piensan los consumidores entre las opciones presentes.



Para Enolytics, el análisis de datos masivos pone de manifiesto que los vinos españoles de alta gama, y por lo tanto referentes de marca de calidad, tienen una presencia residual y poco representativa.  Según la compañía, "no existe una política de marketing coordinada, y en la mayoría de los casos, no se tiene conocimiento de donde se distribuyen los vinos, estando en manos de los distribuidores nacionales, o estatales".

Por otro lado, destacan que existe "un gran potencial para realizar acciones comerciales enfocadas y medibles en tiempo real, y poder tener control sobre la distribución de dichos vinos.  España tiene que apostar por conseguir una cuota del mercado norteamericano similar a sus rivales europeos y tener una presencia representativa en este país que es un gran consumidor de vinos y de alta capacidad adquisitiva".


Comment of / Comentario de Wines Inform Assessors:

Interesting information from Enolytics.
Highlight two aspects:
- The value for the wines of the own country. This absolutely logical situation can be exploited to better understand the varieties and products to be introduced, which can even be done in collaboration with local producers
- Very important the reflection of the study where it says "there is no coordinated marketing policy, and in most cases, there is no knowledge of where the wines are distributed, being in the hands of national or state distributors". At Wines Inform Assessors we repeatedly highlight the need for point of sale maps - see Mapas de puntos de venta - Selling places , which represent a radical change in how the work of marketing and relations with buyers by wineries and other companies must be focused
Wines Inform Assessors
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Interesante la información de Enolytics.
Destacar dos aspectos:
- El gusto por los vinos del propio país. Esta situación absolutamente lógica puedes ser aprovechada para conocer mejor las variedades y productos a introducir, que incluso puede realizarse en colaboración con productores locales
- Muy importante la reflexión del estudio donde se dice "no existe una política de marketing coordinada, y en la mayoría de los casos, no se tiene conocimiento de donde se distribuyen los vinos, estando en manos de los distribuidores nacionales, o estatales". En Wines Inform Assessors repetidamente ponemos de relieve la necesidad de los mapas de puntos de venta - ver Mapas de puntos de venta - Selling places que suponen un cambio radical en que como se enfoca el trabajo de comercializar y de relacionarse con los compradores por parte de las bodegas y otras empresas

Wines Inform Assessors
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Orígen información: Vinetur

miércoles, 16 de mayo de 2018

Il modello Prosecco fa bene al territorio ... Comentario de / Comment of Wines Inform Assessors

Il modello Prosecco fa bene al territorio


Aumento costante del reddito, maggiore inclusione delle donne nel mondo del lavoro, più alta incidenza di giovani con istruzione universitaria: ecco i risultati più rilevanti emersi dalla ricerca “Benessere economico, sociale e culturale: obiettivi raggiunti e prospettive future. Presentazione del modello economico di successo del Conegliano Valdobbiadene”, firmata dalla SDA Bocconi School of Management.
L’analisi ha affrontato diversi livelli, partendo dalla ricchezza generata per i residenti nel territorio, in termini di reddito e beni capitali, ed i risultati dimostrano che l’economia del Prosecco Superiore Docg ha garantito alla popolazione dei 15 Comuni di accrescere sensibilmente il proprio livello di reddito medio, passato dai 15.159 euro del 2000, ai 21.380 euro del 2015. Tendenza in línea con il resto del Veneto, ma i Comuni del Prosecco Superiore Docg mostrano una maggiore ricchezza accumulata in beni capitali, dimostrata dall’ammontare dei depositi bancari per ogni Comune, che
passano da una media di 160 milioni euro per Comune nel 2000 a una media di 280 milioni di euro nel 2012. Inoltre, nel 2000 sono stati erogati crediti per Comune per 312 milioni euro l’anno e nel 2012 la cifra raggiunge i 471 milioni euro, dimostrando la fiducia del sistema bancario nel territorio.

Un ulteriore livello di analisi riguarda l’inclusione sociale, in termini di quantità e qualità del lavoro. L’economia del Prosecco Superiore Docg ha sostenuto una maggiore inclusione sociale per i residenti, con un tasso di disoccupazione di molto inferiore alla media nazionale, ed un progressivo aumento dell’inclusione delle donne nel mondo del lavoro: l’occupazione femminile nel territorio del Conegliano Valdobbiadene cresce dal 29,6% del 1981 al 41,7% del 2011.
Cresce anche il livello di istruzione: dagli anni Ottanta in poi i Comuni del Consorzio mostrano i più elevati livelli di adulti con laurea e licenza superiore rispetto a quelli della stessa età con licenza media, la più elevata incidenza di adulti occupati in ruoli a medio-alta specializzazione, i più bassi differenziali di genere per l’istruzione uperiore e la più elevata incidenza di giovani con istruzione universitaria (dal 5% del 1981 al 22,3% del 2011).


Comentario de / Comment of Wines Inform Assessors:


El éxito comercial del Prosecco ha coincidido con la situación de crisis/cambio en el sector del cava en España y en particular en Cataluña. Ver Concern Over Accurate Labeling Grows  y Producers Burst Cava's Bubble
Es relevante analizar las empresas en su contexto y su aportción al bienestar. Demasiadas veces se habla sólo de subvenciones y de empresas individualizadas en sus éxitos y fracasos sin ponerlas en relación con su entorno social.
Quizás el sector del Cava ( y otras denominaciones surgidas recientemente para individualizar los espumosos) pueda aprender de la experiencia del Prosecco.

Wines Inform Assessors
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 The commercial success of Prosecco has coincided with the crisis / change situation in the cava sector in Spain and particularly in Catalonia. See Concern Over Accurate Labeling Grows  y Producers Burst Cava's Bubble
It is relevant to analyze the companies in their context and their contribution to welfare. Too many times we talk only of subsidies and individualized companies in their successes and failures without putting them in relation with their social environment.
Perhaps  the sector of the Cava (and other denominations recently emerged to individualize the sparkling wines from Catalonia) can learn from the experience of the Prosecco.

Wines Inform Assessors


Orígen información: Wine News

Corcho: Los bosques catalanes darán unas 4.000 toneladas este 2018 ... Comentario de / Comment of Wines Inform Assessors


Los bosques catalanes darán unas 4.000 toneladas este 2018
La campaña de pela del corcho generará 5 millones en actividad económica
Proceso de pela del corcho del alcornoque (Cedida por el Consorci Forestal de Catalunya / ACN)
ACN, Girona   
Este lunes comienza la campaña de la pela del corcho en Catalunya. Este año, se prevé obtener más de 4.000 toneladas, lo que supone un incremento de hasta el 10% en comparación con las últimas campañas. Los productores, agrupados bajo el paraguas de Quality Suber, aseguran además que la industria de los tapones cada vez apuesta más por el corcho catalán. Lo demuestra, subrayan, el hecho de que “días antes de iniciar la campaña, una parte importante de la producción de corcho ya está vendida, y a un precio superior al del año pasado”. Los productores explican que eso supone un cambio de tendencia, porque ahora se vuelve a apostar por el corcho natural y de calidad. Sobre todo, para tapar vinos y cavas (que es la industria a la que van a parar gran parte de las cortezas).
Los productores calculan que esta campaña de la pela del corcho, alrededor de Catalunya, generará una actividad económica de 5 millones de euros. Desde Quality Suber, sin embargo, también reclaman que se incrementen los precios del corcho de rechazo (el que no sirve para hacer tapones y que se destina a otros usos). Según el presidente de la asociación, Rosendo Castelló, este es un paso necesario para facilitar la gestión forestal sostenible de los alcornocales.
Recuperar bosques
En Catalunya hay actualmente 60.000 hectáreas puras de alcornocales, que suben a 85.000 si se suma también la superficie compartida con otros árboles (como el roble o el pino). Por eso, aprovechando e interés creciente por el corcho catalán, el Consorci Forestal de Catalunya reclama a la administración que haga “un esfuerzo” para recuperar “la gran cantidad de bosques abandonados que hay en Catalunya”.
Según el consorcio, si se realizara una buena gestión de los alcornocales, eso “permitiría duplicar la cantidad de corcho de calidad que se extrae actualmente” de los bosques catalanes. Precisamente, el 12 de junio en el recinto modernista de Sant Pau de Barcelona, se hará una jornada para hacer balance de un proyecto, el Life+Suber, que se ha llevado a cabo durante los últimos cuatro años con el objetivo de impulsar el corcho de calidad. El programa ha implantado técnicas de gestión forestal para hacer menos vulnerables los alcornocales en el cambio climático y, de esta forma, favorecer su conservación.
Comentario de / Comment of Wines Inform Assessors:
El poco interés por el corcho catalán por parte de los productores de tapones en los últimos años,  los bajos precios del corcho y el cierre de alguna importante empresa que aún compraba corcho catalán llevaban a una situación lamentable del territorio (se aducían motivos diversos como la existencia de enfermedades,..)
La acción de Quality Suber y las personas que hay detrás es muy positiva y puede ayudar a dignificar la situación de los propietarios de bosques y
Una lectura interesante sobre el sector es "La llarga crisi de la indústria suro-tapera en el primer terç dels segle XX "

Wines Inform Assessors
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The lack of interest in Catalan cork by producers of cork closures in recent years, the low prices of cork and the closure of some important company that still bought Catalan cork led to an unfortunate situation in the territory (it was said various motives such as the existence of diseases, ..)
The action of Quality Suber and the people behind it is very positive and can help to dignify the situation of forest owners and
An interesting reading about the sector is "La llarga crisi de la indústria suro-tapera en el primer terç dels segle XX "

Wines Inform Assessors
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Orígen información: La Vanguardia 

martes, 15 de mayo de 2018

Concern Over Accurate Labeling Grows ... Comentario de / Comment of Wines Inform Assessors









Concern Over Accurate Labeling Grows
US trade agencies and marketers says consumer education depends on more precise labels.
© Haskell's | The cachet of Champagne is, for many American producers, too hard to resist.
  By Liza B. Zimmerman | Posted Monday, 07-May-2018

Despite decades in which California wine producers have sadly, yet legally – and profitably – labeled their products as "Champagne", and "Port", advocates of what a geographical place really conveys are finally fighting to get what they believe is essential information conveyed to consumers at large.
According to a March study released by the Washington DC-based Wine Origins Alliance (WOA) – which strives to protect geographical places for wine regions all over the world – 94 percent of American wine drinkers support laws that would protect consumers from misleading wine labels.

Related stories:
The Labeling Lies of Expensive Wines
New Labeling Laws in Europe
Mouton Unveils New Label by Hockney
The study, conducted in February of this year by the Washington DC-based GBA strategies – which focuses on research and consulting – also notes that "70 percent of American wine drinkers believe that allowing American producers to misuse foreign wine region names on their labels is deceptive to the American consumer".
Results of the GBA poll were released in March of this year, according to Jennifer Hall, the Washington DC-based director of the WOA. She adds the sample size of the poll was 800 people.
Chief members of the WOA include regions such as Chianti, Rioja, Bordeaux, Sherry and Walla Walla in Washington. The group has been in existence since 2005.
Given the fact that some American wine growing regions' are not geographically protected in terms of labeling, Linda Reiff – president of the St. Helena-based Napa Valley Vintners (NVV) organization, which has close to 500 members – said in a press release that the situation makes it "hard for Napa and US regions to protect their names around the world when their very own government doesn't extend that same protection to others".
Old Californian companies like Italian Swiss Colony had turned labeling into something of an art-form.
© Calisphere | Old Californian companies like Italian Swiss Colony had turned labeling into something of an art-form. The details
Savvy producers in the US have long been concerned about how American wines – and fortified wines and spirits – are marketed. The more progressive of them have long stopped using European-specific regional appellations such as "Port" and "Champagne" which continue to create confusion among consumers worldwide. However many deep-pocketed, corporate entities – we won't name names – have stuck to a marketing formula that is profitable and works.
Perhaps this research from the WOA will shake the legal and marketing situation up a bit. Rex Stults, government relations director at the NVV, says that when "a wine label is misleading, implying it is made from a specific place when it is not, it confuses the consumers and it hurts the producers who have built their reputation on the unique character of that particular place".
"Unfortunately other great regions of the world, like Champagne, Port, Sherry (Jerez) and Burgundy have not been extended the same protections [as] in the US. This practice is deceptive for wine consumers and unfair to producers".
He adds that the Napa Valley region supports more than 20 leading international wine regions in "our belief that place of origin is important to wine". He adds that these initiatives are working to protect consumers, producers and the wine business from "deceptive labeling practices".
Beverage attorney Robert Tobiassen – who worked as chief consul for the Alcohol and Tobacco Tax and Trade Bureau which is part of the US Department of the Treasury (TTB) in Washington DC for many years – and is now a Virginia-based consultant has been at the forefront in supporting this new legislation.
"When Spain joined the European Union in 1986, it had to give up using the name Champagne and created the name 'Cava'. There is a strong cultural binding to these names. At the same time, these names are valuable assets in both the local and global markets for wine."
He adds that the new definitions of terroir and tradition are "relatively recent in the history of wine commerce". After the repeal of Prohibition in the US in 1933, "the Federal wine label regulations recognized the use of varietal designations".
It wasn't, he notes, until the late 1940s in the US that varietal and regional designates became of use and interest in the States for domestic wineries. When they did many wineries were on a roll – we won't name specific names but "Hearty Burgundy", was one of the biggest jug wine sellers in the US for decades – and all producers who have seen major commercial success on the market want to stop with their current labeling policies.
Tobiassen continues that, "Fast forward to today, even Old World wines are bearing labels that include the varietal names and the geographical indications. This is where commerce comes into play because they are trying to market to contemporary consumers who want this information. Not everyone recalls that a Beaujolais wine is produced from a Gamay [grape] varietal".
While good intentions abound in the wine industry, hopefully the current spate of more educated consumers will continue to make clear what they desire to see on labels.


Comentario de / Comment of Wines Inform Assessors:
España y sobretodo Cataluña donde está instalada la mayoría de producción de cava decidio el 1972 dejar de llamar "xampany" - en catalán- o "champaña" -en castellano- a los espumosos que producía. Esto fue debido a al conflicto con Francia por la utilización del nombre Champagne o similares
Esta decisión fue acertada pues va a favor del consumidor y además diferencia dos productos diversos (principalmente por las variedades usadas: Xarel·lo, Macabeu y Parellada). Posteriormente la venta a bajos precios basada en precios de uva muy bajos ha creado el caos actual en el sector del cava
Muchos productores ya producen vinos espumosos en toda España y a veces basados en variedades de uva específicas de su zona como La Hondarribi Zuri del País Vasco o el Albariño de Galicia
Las cosas se estan moviendo


Wines Inform Assessors
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Spain and especially Catalonia, where the majority of cava production is installed, decided in 1972 to stop calling "xampany" - in Catalan- or "champagne" - in Spanish - the sparkling wines it produced. This was due to the conflict with France over the use of the name Champagne or similar
This decision was right because it goes in favor of the consumer and also differentiates two different products (mainly by the varieties used: Xarel·lo, Macabeu and Parellada). Subsequently, the sale at low prices based on very low grape prices has created the current chaos in the cava sector
Many producers already produce sparkling wines throughout Spain and sometimes based on grape varieties specific to their area, such as La Hondarribi Zuri in the Basque Country or Albariño in Galicia
Things are moving


Wines Inform Assessors
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  • Comments


  •  Liam Young wrote:
    10-May-2018 at 15:23:55 (GMT)
    Using copyright and trademark illegally should invite challenges from those who are working to protect it.
    That said, labeling should respect regions, trademarks and more in order to avoid legal complications.
    In addition to proper regional details, I would like to see labeling advance to the level of full details similar to nutritional labels, including amount of sugar or other additives, grape percentages and location of source for grape products. Similarly, these rules should apply for spirits, beer and cider producers, many of whom still use imported products but call themselves 'local'.
    The point? Transparency, both in terms of inputs and quality, but also with respect to calorie information. Many people don't realize that their favourite cheap wine actually comes from China or Chile and also don't understand that the additives and commercial process is what's killing decent wine around the world. Many 'hard' products (eg. hard root beer) hit the market with hundreds of grams of sugar per container, resulting in potential diabetic shock from anyone not on the alert.
  • Marcheur de Planete wrote:


  • 09-May-2018 at 23:01:33 (GMT)
    The word "Champagne ", here the etymological history in France, so in French :
    VI Century : from latin word "campania" for a meaning of "country side (campagne)
    XI Century : Judeo-French : canpayne
    1100-1130 : champaine ᅡᆱ grande ←tendue de pays plat ᅡᄏ meaning "large flat country side"
    1130-1140 : champaigne
    1866 : "champagne" is used for the wine, and also for the eaux-de-vie de Cognac.

    Concerning the word "vintage" is an English alteration of the word "vendange". By the time, that word mean something more, like "vintage guitar", "vintage coat", etc...

    At the end of the day, English is still 60% French (or from French language). So let's continue to use French words. More precise, less confusion.
  • Patrick Frank wrote:
    09-May-2018 at 16:11:46 (GMT)
    Words change their meanings over time. The word "vintage" was once a noun that meant "grape harvest." Now it's an adjective that describes anything that's pleasantly old. The word Champagne is just too convenient to describe sparkling wine. And about the word Champagne: It derives from the Latin "Campagna" which was/is a district in Italy. So l think we need to get over ourselves about this.
  • Winesmith wrote:
    09-May-2018 at 16:07:06 (GMT)
    Interestingly enough, the names, Port, Sherry, Hock, Rhenish, and Claret are of English origination. Oporto, Jerez,and any other place name should, of course, belong to their respective heritage sites. Perhaps Portugal and Spain should seek permission to continue to use the English terms?
  • Marcheur de Planᅢᄄte wrote:
    08-May-2018 at 21:47:49 (GMT)
    Education should start with the TTB

    The TTB refuse to accept the word "vintage" and "champagne" for cognac.
    In Cognac appellation there is Grande Champagne and Petite Champagne appellation. But since 2018, it's forbidden on the label.
    Like the word "vintage", because it's create a confusion for the consumers, following the TTB answer.
    Which is crazy, because Cognac produce vintage cognacs.

    So, talk about education, start with TTB.

    And then, the old world did work and study for centuries their own lands. And now, some deep rich doctors, who bought a domain somewhere in CA, want to use our history, legacy, just because !!!!!!
    Sorry guys, but : Champagne, Burgundy, Bourgogne, Bordeaux, Chateaux,etc... are our heritage, legacy, history.
    Not yours. You can't buy them.

    So yes educate the consumers, the bar tender, waiters, waitresses who will pour some sparkling wines from somewhere and call it "champagne". That's drive me crazy.
  • Hal Beck, Sonoma CA wrote:
    08-May-2018 at 00:47:12 (GMT)
    It's not decades, it's over a century and a half that "champagne" has been used by domestic producers. Arpad Champagne, from Buena Vista in Sonoma, was successfully entered in a French event in the 1800's. When France extradites Polanski, we might have this discussion
Origin information: Wine-Searcher

jueves, 10 de mayo de 2018

Producers Burst Cava's Bubble - Comentario de / Coment of Wines Inform Assessors


Producers Burst Cava's Bubble

 A rebellion has broken out among producers fed up with the Spanish bubbly's cheap and cheerful image.
All Cava must be aged in the bottle for at least 9 months, both Reserva and Gran Reserva are aged for longer.  © Vinexpo 

By James Lawrence
   
It's made using the traditional method. It's a globally recognized style – although increasingly threatened by Prosecco – and has no shortage of money behind it. Its heartland Penedès (less than 50 minutes by car from Barcelona) boasts the prerequisites of beautiful scenery and a historic tradition of producing sparkling wine. So why, when the cards appear to be in order, is selling premium Cava such an uphill struggle?


The answer is, of course, image, or lack thereof. Indeed, every writer worth his or her salt has discussed Cava's ingrained image as the "cheap option", a sub-$14 Champagne trade-down and little else. "Despite our continued efforts, promotional activities and positive critical appraisal, selling Gramona as a premium sparkling wine is never easy," admits Ana Lidon, Gramona's export manager.
"Potential clients taste our wines, inform us that they love them, and then add that they doubt their ability to sell our bottles at the price asked."


And so it goes on. Some producers, such as Raventos I Blanc and Torres, have sidestepped the Cava designation altogether, while others have put their faith in the Cava de Paraje Calificado initiative. Whether this will make any real difference to the way Cava, or at least premium Cava, is perceived in export markets remains to be seen, but it's fair to say that the trade's response has been mixed.


"I don't think Paraje will make a huge difference," says leading wine buyer Christine Parkinson. "Cava doesn't have the strong positive associations of Prosecco or English sparkling wine, let alone Champagne and it's hard to find guests with strong feelings about it."


Even Codorniu CEO Javier Pages observed last year that "the Paraje initiative is a positive step forward, however, we are mistaken if we believe that simply introducing a new designation on a small percentage of labels will be enough to transform Cava's image."
"What's required is a significant investment in consumer and trade education, to convince the world that Cava can be a product of high quality."


Pepe Raventos is a harsher critic still. "I think Paraje is a terrible idea and won't make any difference – what fixes consumer perception is situated at the low end. It's like trying to offer a few blankets to the victims of great natural disaster and hoping everything will turn out okay", he says.


Some large producers, like Codorniu, have made efforts to move their wines upmarket.© Codorniu | Some large producers, like Codorniu, have made efforts to move their wines upmarket.

But just when you thought Cava was over unintelligible classifications, along came Corpinnat. The new initiative was announced last month in Cava's heartland – Sant Sadurní d'Anoia.

Six of the region's most quality-conscious growers – Gramona, Llopart, Nadal, Recaredo, Sabaté i Coca and Torelló – inaugurated the classification, which boasts a fully registered certification with the European Union and, as you'd expect, stipulates strict quality guidelines for its members.


"The idea of forming a private association arose during talks among Cava producers in 2012", says founding member Xavier Gramona.
"We were worried about Cava's global image, prices, and other issues all related to quality wines. But our main gripe was that the DO had been petitioned several times to organize the region into sub-zones, a request that was never granted."
Yet its founding members are quick to point out that their certification is in no way meant to compete with Cava de Paraje – in private, though, several individuals have admitted their ambivalent attitudes about the value of the Paraje initiative.


Moreover, according to Recaredo owner Ton Mata, its members have already reached out to 60 cellars in the region to see if they want to join, meaning friction between the growers and the Consejo Regulador may be inevitable.
However, its founders also underline the point that this is no copycat endeavor. Unlike Cava de Paraje, which focuses on single vineyards within the region, Corpinnat's remit is to "define a singular territory and origin", according to Gramona.
"Corpinnat's overriding goal is to allow the Cavas/sparkling wines belonging to a limited compact area inside the Penedès region to be recognized. On top of that, producers in the territory should be following some of the strictest quality regulations in the world. Our aim is that our labels will display the Corpinnant brand by the end of the year."


The regulations inherent to Corpinnant membership are numerous, but include a requirement that producers use only organically-grown grapes, pay a minimum price of €0.70 (.70 cents)/kg, and age their wines for a minimum of 18 months.
In addition, "indigenous" grapes are given top priority – 90 percent of the blend must constitute Xarel-lo, Macabeo, Parellada, and Malvasia for the whites and Mourvèdre, Grenache, and Sumoll for the reds.
Chardonnay, Pinot Noir, and Trepat are relegated to a minor supporting role, despite strong evidence that they can add much to the region's output.
"We are trying to forge a definitive terroir-driven identity with wine lovers," says Gramona. "That means defending local grapes at all costs."


A cynic may suggest that such carefully crafted regulations – namely enforcing 100 percent organic grapes and largely excluding Chardonnay and Pinot Noir – are designed to exclude Freixenet and Codorníu. It's hardly surprising – the blame for Cava's woes is usually thrown at the world's supermarkets in collaboration with the region's two largest firms.


But would they want to join Corpinnant, in any case?
"We firmly think every initiative which could help to raise the value of Cava's global image is positive", says Codorniu's communications manager Cristina Rodriguez.
"However, it is our commitment to quality and excellence which makes it really difficult for us to join this new association. Corpinnat only accepts producers whose wines are grown in vineyards from Penedés and we can not renounce our premium Cavas, which are grown in Paraje vineyards located in Costers del Segre or Conca de Barberà."
Yet in other ways Corpinnat is open to all comers – any traditional-method sparkling producer working to the guidelines in the delimited zone may potentially join, including ex-Cava producers such as Raventos I Blanc. The last time I spoke to Pepe Raventos, however, he was ambivalent about the idea, and instead was contemplating asking Recaredo to join Conca del Rui Anoia, with the view of eventually petitioning for IGP status.


Large companies like Freixenet no longer rely solely on Cava for their sales.© Aspasios | Large companies like Freixenet no longer rely solely on Cava for their sales.
Which brings us to the inevitable question – will Corpinnat make the slightest bit of difference to Cava's overall status?

A brief canvassing brings forth the usual range of opinions and observations, succinctly expressed by Spanish expert Parkinson.
"My reaction to the announcement regarding Corpinnat was fatigue, initially. I wasn't sure I wanted to read about another way of classifying Cava. Once I read through, however, I was somewhat more impressed," she says.
"There are some very positive qualifications for these wines, and some of them will appeal to consumers (all organic, a fair price paid for grapes etc).


Moreover, Corpinnat seems to be more in tune with the messages that consumers want to hear. It seems to have a core integrity as well as a sharp eye on the message. I wish the name itself was a little more appealing to British consumers, however. 'Corpinnat' is not particularly memorable, or meaningful to most people."


Of course, it's still very early days. Nevertheless, the vital question remains omnipresent in any discussion about Corpinnat – can Gramona and his compatriots forge a new, prestigious identity for Catalan sparkling wines that is largely free of any association with bargain-basement Cava?
Probably not. As a Cava aficionado, nothing would give me greater pleasure than seeing the best wines of Penedès taken as seriously as Champagne, with (justifiably) high prices to match. Gramona's Celler Batlle, for example, is my all-time favorite fizz. Recaredo's Turó d'en Mota is joint first.


Yet this seems highly doubtful, certainly in the short/medium term. Most consumers aren't involved enough in the sparkling category to take notice of these efforts, while highly-involved consumers probably know a great deal about the hard work that goes into making premium Cava. Krug sells because of clever branding, not because every buyer can quote chapter and verse about reserves and Eric Lebel's blending ability. Indeed, they simply don't care.
Moreover, while New World sparkling wines such as Domaine Carneros are clearly the equal of Champagne in quality, they will never sell for as much as prestige cuvées, or be regarded by most consumers as "equals". Certainly in the UK, a market where Cava has lost volume, most consumers remain fixated on the "trading up or down" paradigm.


Why should Cava be any different?
"The majority of UK consumers still default automatically to Champagne, when budgets permit and there is an expectation that persists that other sparkling wines should be cheaper", agrees brand manager Fiona Mottershaw.
But what Gramona and other producers can do is to increase the sex appeal of their individual brands. Despite the difficulties involved, producers such as Recaredo have managed to sell higher-priced Cava in certain markets and successfully use the right distribution channels, although their success arguably has nothing to do with communicating the virtues of Cava itself.
"The ease of selling premium Cava varies from market to market. In some markets, like Scandinavia, premium Cava is selling well. Obviously there are some brands which focus on cheap, high-volume Cava but, again, that's the same in any other big appellation", says Patrice Lesclaux, export manager at Castillo Perelada.


"Promoting high-quality Cava is more about the brand itself, than the heritage of the Cava DO", adds Agustí Torelló Sibill, of Agustí Torelló Mata winery.
In addition, Codorniu has shown a real commitment to premiumization. The limited edition Ars Collecta Cavas are selling well in exclusive, high end restaurants, according to Cristina Rodriguez. "Codorníu is the only winery in Spain that has three Cavas, La Fideuera, El Tros Nou and La Pleta, included in the premium category of Cava de Paraje Calificado and we will maximize our efforts in continuing to be leaders in this category."


For as it stands, Cava is a success story, just not in the way that some producers would like. It will probably take a lifetime for consumers to habitually pay Champagne prices for a Spanish product that is not Champagne, despite the laudable ambitions of Corpinnant.


Comentario de / Coment of Wines Inform Assessors:


Es muy interesante ver la percepción del sector del cava y sus cambios -el elaborado en Catalunya supone la mayoría del producido en España- desde el exterior
Para entender lo que pasa habría que comprender la situación social española (campañas de boicot del cava catalán en el resto de España, angustia social acerca del futuro y que camino seguir, ...) y conocer las propias limitaciones del sector,de las empresas y de las personas.
El prestigio de un sector productivo depende de:
- El prestigio genérico de su país/zona de producción y para ello hace falta conocimiento y factores emocionales que vinculen al consumidor a sus productos -sería interesante saber si se consume más cava catalán en Escocia, País Vasco,...tras los problemas con el referendum sobre la independencia en Catalunya-
- El prestigio de los productores individuales deriva de su actitud, de saber explicarse y de quienes compran y consumen su producto.

Aquí tienen una cantidad de trabajo las bodegas, que pienso en su mayoría no están realizando adecuadamente


Wines Inform Assessors
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It is very interesting to see the perception of the cava sector and its changes - the one produced in Catalonia, which accounts for the majority of that produced in Spain -  from abroad
To understand what is happening we should understand the Spanish social situation (campaigns of boycott of the Catalan cava in the rest of Spain, social anguish about the future and which way to go, ...) and know the own limitations of the sector, of the companies and of the people.
The prestige of a productive sector depends on:
- The generic prestige of his country / production area and for this are needed knowledge and emotional factors that link the consumer to this products - it would be interesting to know if more Catalan cava is consumed in Scotland, Basque Country, ... after the problems with the referendum on independence in Catalonia-
- The prestige of individual producers derives from their attitude, to know how to explain themselves and from those who buy and consume his products. Here they have a lot of work for wineries that I think most of them are not doing properly



Wines Inform Assessors
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Origin information: Wine-Searcher 

jueves, 3 de mayo de 2018

Vino/Wine: El mercado reajusta sus pretensiones ... Comment of / Comentario de Wines Inform Assessors

El mercado reajusta sus pretensiones




Ya hemos comentado en alguna ocasión que esta campaña está resultando un tanto extraña. Y no por el hecho de que los precios del vino y todos sus derivados hayan experimentado subidas en origen que en muchos casos superen el cuarenta por ciento, por otra parte algo esperado dado el escaso volumen de cosecha con el que a nivel europeo hemos contado. Y sí mucho más por las enormes dificultades que han encontrado las bodegas en trasladar una parte de esa subida en sus productos terminados. Ha sorprendido la fuerte resistencia que en algunos casos han mostrado la grandes superficies a aceptar subidas que fueran más allá del cuatro o cinco por ciento, o incluso la firmeza con la que han sostenido sus posturas bajo el argumento de que existen muchos vinos, bodegas e indicaciones de origen que están disponibles para ocupar el hueco que dejen aquellas bodegas que no acepten las condiciones.
Claro que más sorpresa ha causado el hecho de que lleguen a vender a pérdidas, tal y como denuncia la Asociación Española del Vinagre y que les ha llevado a presentar ante los organismos competentes las denuncias pertinentes que obliguen investigar lo sucedido y erradicar esta práctica.
Según la propia AEVIN con esta denuncia lo que se persigue no es que las empresas investigadas sean sancionadas con grandes multas, sino más bien erradicar una práctica que está obligando a pequeños comercios geográficamente cercanos a estos centros a adoptar medidas similares con sus precios ante la amenaza de restarles competitividad y clientela.
No obstante, lo que verdaderamente está acaparando la atención de los operadores estos días es la climatología. Con una bajadas más que ostensibles de las temperaturas y que en algunos casos se vaticinaban por debajo de los cero grados. Pues bien, hasta ahora, por lo que hemos podido averiguar sus efectos no han pasado de lo puntual, con pequeñas zonas afectadas que apenas tienen representatividad en el conjunto de la cosecha.
Conviene recordar que si bien el viñedo presentaba un retraso de unas dos semanas en su estado vegetativo, provocado precisamente por las bajas temperaturas y las constantes lluvias que hemos venido experimentando en la gran mayoría de España (excepción hecha de la costa levantina y murciana), en la última semana la recuperación de las temperaturas provocó la brotación generalizada y con ella la confirmación de las peores previsiones de algunos operadores que ante las excelentes previsiones de cosecha que se están manejando han decidido echarse atrás en sus compromisos de compra y anunciar su intención de no proceder a la retirada de la mercancía comprometida.
Pues aunque todavía es muy pronto para poder barajar una cifra de cosecha, todas las previsiones que se manejan van en la línea de una recuperación muy importante, con cifras que estarían muy, muy por encima de las necesidades de un sector al que por bien que le pudieran resultar las operaciones de exportación, la recuperación de las cosechas en los países de destino y el estancamiento del mercado interior le señalan como claramente excedentario.
Por otra parte, esta situación tampoco podemos decir que resulte sorprendente para nadie, aunque sí lamentable, ya que nos devuelve a años que creíamos superados en los que la falta de seriedad de los operadores provocaba rupturas de contratos que se consideraban firmes y devolvían al mercado volúmenes de cierta consideración que se daban por vendidos meses atrás, uniéndose a aquellas otras partidas que los productores más ambiciosos mantenían retenidas en espera de mayores incrementos; como si los que ya se habían producido no fueran suficientes para calmar sus pretensiones.


Comment of / Comentario de Wines Inform Assessors:


After seeing the reflection "... Surprise seeing the strong resistance that in some cases have shown the large surfaces to accept increases that were beyond four or five percent, ..." say that the wineries often lose the opportunity to improve his strength by thinking only on the distributor and forget the final consumer, who is only approached with advertising often disrespectful if not misleading.
The image speaks of a struggle between the parties and in the relations producer-distributor-consumer should speak of collaboration, ... why not an alternative image of hugs and not fists? .
This attitude of collaboration would also resolve the situation described "... breaches of contracts that were considered firm and return to the market volumes of some consideration that were considered sold months ago, joining those other items that the most ambitious producers kept retained expecting larger increases, as if those that had already occurred were not enough to calm his claims. "
Wines Inform Assessors
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Tras ver la reflexión "... Ha sorprendido la fuerte resistencia que en algunos casos han mostrado la grandes superficies a aceptar subidas que fueran más allá del cuatro o cinco por ciento,..." decir que las bodegas pierden a menudo la oportunidad de mejorar su fuerza al pensar solo en el distribuidor y olvidar al consumidor final, al que sólo se acercan con publicidades muchas veces poco respetuosas si no engañosas.
La imagen habla de una lucha entre las partes y en las relaciones productor-distribuidor-consumidor se debiera hablar de colaboración, ¿por qué no una imagen alternativa de abrazos y no de puños? .
Esta actitud de colaboración resolvería también la situación comentada de "... rupturas de contratos que se consideraban firmes y devolvían al mercado volúmenes de cierta consideración que se daban por vendidos meses atrás, uniéndose a aquellas otras partidas que los productores más ambiciosos mantenían retenidas en espera de mayores incrementos; como si los que ya se habían producido no fueran suficientes para calmar sus pretensiones."
Wines Inform Assessors
Orígen información: Salvador Manjón 

miércoles, 25 de abril de 2018

Cosa abbiamo imparato osservando le trattative commerciali nelle fiere ... Comentario de / Comment of Wines Iform Assessors


Cosa abbiamo imparato osservando le trattative commerciali nelle fiere




Lavinia Furlani    


La trattativa commerciale nasce dalla relazione. Tre regole d’oro per costruire la partnership ideale
Cosa abbiamo imparato osservando le trattative commerciali nelle fiere
Le fiere ( nazionali ed internazionali) sono per noi di Wine People un osservatorio privilegiato: in questi contesti, girando tra i padiglioni e gli stand, possiamo vedere export manager e titolari di imprese vinicole all'opera.
L’indiscutibile premessa, che ogni volta troviamo riconfermata, è la consapevolezza che la vendita e l'azione commerciale efficaci partono dalla creazione di un rapporto e di una relazione con il cliente. È quel filo sottile che consente l’incontro di esigenze diverse su un terreno comune, che favorisce un clima di “società in affari”. Altri tipi di approccio, centrati sul prodotto, ormai hanno chiuso la loro epoca: la conclusione positiva di una trattativa oggi non può che essere “sartoriale”, unica, in grado di rispecchiare i bisogni del cliente, che saranno non solo di tipo “materiale”, ma anche identitari, comunicativi, e talvolta anche emotivi. Il vino è sempre meno un bene di consumo di massa e acquista sempre di più un significato evocativo, legato a territori, storia, stile di vita, e contesti diversi di convivialità.
Abbiamo osservato molti approcci e molte trattative, ci siamo seduti nei tavolini vicino ai manager ad ascoltare come presentavano i prodotti e le aziende e come conducevano la “danza” del rapporto con il cliente. L’ascolto diretto di queste situazioni ci ha permesso di valutare sia gli errori più comuni che vengono commessi in fase di approccio e trattativa sia le diverse strategie che potrebbero essere attuate in questi casi. Chiaramente non è facile individuare “su dei piedi” la strategia giusta da poter mettere in campo, ma attraverso la pratica e magari con l’aiuto di un osservatore esterno, si può certamente arrivare a dei risultati più che soddisfacenti!
Cosa possiamo suggerire, in base a quello che abbiamo analizzato?
◦la prima regola fondamentale è capire bene chi si ha davanti e anteporre i suoi bisogni (il suo tempo, la sua attenzione, le sue richieste) ai propri;
◦bisogna inoltre trasmettere l'obiettivo di costruire una partnership e una alleanza collaborativa, calibrata appositamente sulle esigenze del cliente, non puntare a una semplice vendita spot;
◦infine è necessario avere le idee chiare su margini e numeri, per poter dare risposte immediate e trasmettere professionalità.

A volte i produttori e titolari hanno difficoltà a seguire queste regole, magari per una loro “vocazione” più tecnica e legata al prodotto e all’organizzazione dei processi.
Forse è per questo che il nostro progetto WinePeople Talent sta incontrando grande successo: grazie all’attività di recruiting infatti abbiamo l’occasione di incontrare molte imprese vinicole che puntano ad incrementare l’area export delle loro aziende, cercando delle risorse umane profilate e specializzate per questa mission. Resta sempre forte la richiesta di export area manager, sia per l'Europa che per i paesi overseas: nonostante in prima battuta il requisito chiave sia sempre la provenienza dal settore specifico, in alcune aziende con maggior orientamento al mercato, si stanno aprendo spazi anche per gli "outsider": i manager e i giovani talenti provenienti da interessanti esperienze internazionali in altri settori (beverage, food, luxury goods). Questo sta ad indicare come, in maniera sempre più forte, le skills necessarie per diventare dei buoni export manager riguardino competenze e capacità non solo tecniche e specifiche del settore vinicolo, ma anche relazionali e maangeriali.
Di recente, non a caso, abbiamo riscontrato notevole interesse da parte di molte aziende per il nostro “Book degli export manager”, soprattutto verso quelle figure che abbiamo chiamato “Multi Brand Export manager”: professionisti che lavorano per più aziende ben assortite, con focus su mercati e canali specifici. Con questa “provocazione”, invitiamo a riflettere sia gli export manager che i produttori e, visto che stiamo continuando a monitorare il mercato, suggeriamo agli export manager interessati di contattarci per entrare a far parte del nostro “Talent Book” e ai produttori che hanno bisogno di dare una svolta all’area export, di prendere in considerazione “una sbirciata” alla nostra raccolta di top export manager e di altri professionisti legati allo sviluppo internazionale del business!
Comentario de / Comment of Wines Iform Assessors:
Cuatro elementos de sentido común y que tanto bodegas como compradores no siempre tienen en cuenta
- Conocer al comprador ( y éste a la bodega)
- Saber que se vende satisactoriamente cuando se anteponen las necesidades del cliente
- Buscar relaciones de confianza y a largo plazo que permitan a las dos partes ganar, añadiría el ser más felices
- Tener siempre precios justos como objetivo de las dos partes

Wines Inform Assessors
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Four elements of common sense and that both wineries and buyers do not always take into account
- Know the buyer (and this one to the winery)
- Know that it is a good sell when the needs of the client are put before the urgencies of the seller
- Looking for long-term and trusting relationships that allow both parties to win, I would add being more happy
- Always have fair prices as an objective of both parties

Wines Inform Assessors
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 Fonte di informazione: WineMeridian

lunes, 16 de abril de 2018

Spagna e Cile cercano di “assomigliare” all’Italia ... Comentario de / Comment of Wines Inform Assessors

Spagna e Cile cercano di “assomigliare” all’Italia


Mentre l’Italia del vino spesso teme di la sua incredibile biodiversità vitienologica, Spagna e Cile cercano di dare un’immagine più complessa della loro offerta enologica per aumentare la propria reputazione e il posizionamento dei propri vini






 Fabio Piccoli


Come spesso ci accade prendiamo spunto da un editoriale e due interessanti servizi di The Drink Business dedicata alla Spagna e al Cile.
In particolare, nell’editoriale del direttore responsabile, il master of wine Patrick Schmitt evidenzia come i due Paesi produttori non solo sono accomunati dalla lingua ma anche dal tentativo di rinnovare la loro immagine.

Un rinnovamento dell’immagine" scrive Schmitt "basato sulla comunicazione di una maggiore complessità ed eterogeneità della loro offerta enologica.
La Spagna, infatti, spiega il noto master of wine inglese, vuole ora essere conosciuta per qualcosa di più vario e ricco di sfumature: rossi freschi, di potenza media, senza dolcezza eccessiva associata a frutta cotta al sole, a livelli alcolici elevati e a sentori di vaniglia derivanti dalle barrique nuove.
Un cambiamento di reputazione che parte dalla modifica degli approcci produttivi nelle sue regioni vitivinicole più note, ma anche dall’evoluzione di altre aree produttive oggi meno note, come quelle situate nel nord-ovest del Paese dove oggi si producono bianchi più freschi ma anche rossi dallo stile più leggero.
Anche il Cile, secondo il direttore di The Drink Business, vuole uscire dalla reputazione di essere solo un Paese capace di produrre rossi dai colori intensi, soprattutto frutto del Cabernet Sauvignon, a prezzi incredibilmente bassi considerando la qualità costante della sua produzione.
Sta pertanto cercando di ricostruirsi un’immagine evidenziando la natura varia dei suoi vini più pregiati, che provengono da terroir molto distintivi: da vigneti che delimitano i deserti a nord e le aree ghiacciate a sud, senza dimenticare quelli vicini alle coste fresche dell’ovest e le montagne ad est..
È con questo messaggio di diversità, o regionalità, che il Cile vuole aumentare i suoi prezzi medi. Non a caso, Wines of Chile, ha dichiarato che d’ora in poi promuoverà solo vini con un prezzo fob superiore a 60 dollari Usa.
Leggendo queste opinioni, sulle quali concordiamo pienamente, del direttore del noto magazine economico inglese, come non pensare subito alla nostra Italia del vino che ha esattamente le caratteristiche che oggi Spagna e Cile vogliono evidenziare nei loro messaggi di comunicazione e promozione.
Ma se questi due grandi Paesi produttori oggi leggono nella “diversità” una straordinaria opportunità per elevare reputazione e posizionamento dei loro vini, noi spesso neghiamo questa nostra peculiarità.
Sembriamo, infatti, quasi con il complesso della “diversità”. La sentiamo come un peso difficile da portare. Vorremmo quasi tutti essere “Prosecco” o “Amarone”, “Brunello di Montalcino” o “Barolo”. E allora ci nascondiamo quasi sempre, e a pagarne le spese sono inevitabilmente i prezzi di molti nostri vini e la nostra reputazione sui mercati.
Ci piace pertanto pensare a questo prossimo Vinitaly come l’occasione per gridare il nostro orgoglio di rappresentare la più vasta biodiversità vitienologica al mondo. E sfidiamo chiunque a dire il contrario.


Fonte informazioni: WineMeridian


Comentario de / Comment of Wines Inform Assessors:


Absolutamente de acuerdo con Fabio en que es importante ampliar el número de variedades de uva que se ofrecen a los consumidores. Muchas de estas variedades han desaparecido por el abandono del campo o simplemente por falta de cultura y de valorr las cosas.
La recuperación de variedades de uva que se da en España responde a una acción positiva de algunas bodegas y no se trata de entrar en guerras comerciales y de imagen de quien tiene mayor numero de varietales,si no de estar contento de que esta mentalidadse generalice en todos los países
Wines Inform Assessors
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Absolutely agree with Fabio that it is important to expand the number of grape varieties that are offered to consumers. Many of these varieties have disappeared due to the abandonment of the countryside or simply for lack of culture and to value things.
The recovery of grape varieties that occurs in Spain responds to a positive action of some wineries and it is not about entering into commercial and image wars about who have more varietals, if not to be happy that this mentality generalizes in all the countries
Wines Inform Assessors