According OEMV director and one of the editors of this plan, Rafael del Rey, is growing ever greater competition in the wine market and bureaucratic difficulties and tariff are trying to implement some countries that are net importers. Nevertheless, he stresses, "the prospects are optimistic we have a quality product and very competitive in price despite rising. We still fundamentally improve the image of the product and carry out a policy of promoting and marketing unified and coordinated. "
The outlook for 2020 passed by higher volume and prices
In his opinion, among other things, is necessary to prevent a country come almost on par delegations to promote wines from different regions and need to go with a single discourse. This plan will set goals for countries, markets and types of wines, through full coordination between agriculture, industry, Icex, regions, chambers of commerce, appellations of origin, OEMV and, above all, with the wineries as an engine within the Spanish Wine Federation.
In recent years, the export of wine and must have broken all records up to 22.3 million hectoliters and 2.241 million euros, but at a declining price in 2011 was only 1.03 euros per liter . This was due to the strong contribution involving the bulk weight without designation of origin: half of all wine exported at an average price increase but it is only 0.43 euros per liter.
Currently, Spanish wine sales are distributed among five major markets with very different characteristics in terms of price and product sold. In the Community framework is a first market selling bulk wine, especially France, Italy and Portugal, where low priced and Spanish wines come only from any transitory crops in those campaigns insufficient to meet their needs in the market and for exports. This is a market that does not matter and that Spain wants to open and strengthen in other areas as bulk packaging, more profitable.
A second market grew strongly in the past and today sales is stabilized, as would be the case in Germany, UK, Switzerland, Japan or Denmark, where packaged wines dominate. A third market, also packaged and quality wines which maintains a growth line corresponds to countries like USA, Australia, Canada and the Nordic countries. A fourth is for emerging markets like China, Brazil, Russia, Hong Kong, Mexico, Poland, South Korea and Angola, where wine is a beverage known as a strong growth, and finally, new emerging countries like India, Malaysia , Nigeria, Taiwan and Thailand, where wine is a drink almost unknown.
The formulas to export wine in the future is not easy. Those reasons are apparent in the situation of five of the world's major markets, accounting for 28% of imports. In the U.S. it collides with increasing competition and uneven regulation between States. In the UK, the competition of wines from around the world is very strong, with great pricing pressure and higher rates. In Russia increase bureaucratic difficulties, as in Brazil, China and feared a possible saturation of supply.
However, Rafel del Rey hopes a positive future mainly because in recent years the consumption is growing in non-producing countries. With the 2020, the main objectives of internationalization plan focus on Asian countries, Canada, the UK, Eastern Europe and the USA.
The industry calls for more coordination and a unique message of Spanish wine
In 2020, studies to launch this plan contemplate a total wine export worldwide of 141 million hectoliters, up from 104 million in 2011 and 70.8 million in 2005. It expects strong growth in sales of bottled wines and sparkling quiet, and only a slight decrease in the bulk. Spanish sales continue to grow, but at a slower pace than in previous years, and the global market share from the current 21.5% to 17.1%.
In value terms, exports of wine in 2020 would amount to more than 38,000 million euros, up from 22,500 million and 16,300 million 2011 2005. The sales turnover of the Spanish for that date are estimated at more than 3,500 million euros, and the participation of Spain in this amount would presumably 9% last season to 9.26%.
Finally, pricing, forecasts equally to increased them to an average of 2.69 euros per liter compared to 2.42 euros per liter in 2011 and 2.29 euros per liter in 2005. Prices of bulk wines will remain stabilized at an average of 0.64 to 0.65 euros per liter, like sparkling wine in 6.76 euros per liter compared to 6.60 euros in the previous season, The more positive position correspond to still wines packaged, which would rise from an average of 3.28 euros to 4.20 euros per liter.
In the case of Spain, the average prices remain below the average figures of world trade in 2020 to place them at 1.46 euros per liter. In 2011, the average selling price abroad of Spanish wines was only 1.03 euros per liter compared to 1.15 euros earned in 2005. This has been one of the reasons why in recent years Spanish exports soared.