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Spanish Wine chain analysis

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by

Santiago Alvarez Gei

on 28 February 2014

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Transcript of Spanish Wine chain analysis

Spanish Wine Chain Analysis
Spain Wine
Chain Analysis
30% of the EU total, 13,8% of the world-wide total.
97.4% wine-making, 2% table grapes, 0.3% raisin production, and 0.3% nurseries
17 Autonomous Regions cultivate vines:
Castilla-la-Mancha (48.7%)
Extremadura (8.7%)
Valencia (6,9%)
89 zones PDO wines
51.1% red and rose wines
48.9% white wines

Vineyard SURFACE AREA
Vinification techniques
Who produces the wine?
Type of wine produced
Global Production
Spain 34.3 million hl (12.9%)
Castilla-La-Mancha: principal producing region (48.3%)
Extremadura (10%)
Catalonia (8.5%)


Source: Ministerio de Medio Ambiente Rural y Marino, 2007

Airen,
Viura

Tempranillo
Bobal

Chardonnay
Sauvignon Blanc

Spain's Main varieties
Cabernet Sauvignon
Merlot, Syrah

Experiences for enjoying both wine and Spain itself with all five senses

Evolution of wine consumption in Spain (1999-2009)

20 liters of wine per capita (2012, OIV)

Greatest wine producer in the world, low consumer

Wine consumption in Spain is lower than the consumption of beer (INE, 2012).

Volume of consumption

Type of wine consumed & Place of consumption
The Spanish wine consumer
Where and which type of wine do we drink?
Wine Consumption
Type of wine consumption
CONSUMPTION
PRODUCTION
MARKETING
What?
Where?
How?
Spanish
packaging
≈4,600 wineries in Spain make still wines, sparkling wines and liqueur.
Major companies (+100mill € of billing)
Ex.: Freixenet, J. García Carrión, Codorníu
5 top companies together hold ≈28% of the market
Small Cellars
: +4000 enterprises (these are small businesses and mostly they run on domestic capital, often family money, while a great nº of them are made up of agrarian cooperatives)

54% of the national volume

46% (more than 2000 distributors in Spain)

Wineries

Wine imports
Retail
Distributors

Retail industry
HORECA
Wine shops
Cash and carry
Sales distribution by channels
wine distribution
Distribution
Spain Wine
Chain Analysis
Spain Wine
Chain Analysis
Spain Wine
Chain Analysis
Barrels, corks & bottles
(Value)
(Volume)
"Spain in ONE minute"
INPUTS
INPUTS
PRODUCTION
DISTRIBUTION
EXPORT
Reputation of Spain wines known all over the world
Today's economic situation of Spain (can't be worse)
Strong point should help develop the weak one
KEY POINTS
THANKS FOR YOUR ATTENTION
46% of the
national volume
54% of the national volume

​In developing international reputation of Spain PGI wines
In changing its international marketing segment
By
promoting
it in all the export countries
INVESTMENT
BIBLIOGRAPHY
Full transcript