In Changing Market Landscape, Spain’s Navarra Region Seeks Global Wine Sales Opportunities
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With sales of its wine on the rise in China, Spain’s Denominacion de Origen Navarra seeks to continue that momentum while increasing its global wine sales. The region just released final tallies for 2017, which show that it was the best year Navarra had in the last decade. Much of the increase is thanks to the rise of the Chinese market. Within the last five years, China has reached Navarra’s top export position and represents 26% of total international sales. Individual brands and the region as a whole continue looking for and opening new markets around the world.
According to David Palacios, a 40-year old viticulturist from the town of Olite, who is the current elected head of the D.O.:
The wine market is almost saturated worldwide, and sometimes you can perform better in small, lesser-known countries than in other markets [such as] the U.K., where trade is really a tough matter. For instance, this year we are exploring new places such as the Baltic countries of Estonia, Latvia and Lithuania, as well as Ireland and Russia.
This region in northwest Spain is known primarily for five main grape varieties. The key red grapes here are Tempranillo, Garnacha (Grenache) and Merlot, while the most populous white varieties are Chardonnay and Viura. Syrah, Graciano and Sauvignon Blanc are grown here as well. Known for its high quality yet relatively low-priced wines, Navarra sits at the top of the value/price ratio in Spain. Almost 60% of the wine produced here is red, and about 13% is white.