In this trilingual blog (French, spanish and english), I want to share simple content to take you, my dear winelovers, on a journey to know more about wine in general and Spanish wines in particular. Before developing this project, three observations gave me food for thought:
- The decline of wine consumption in Spain
- The lack of interest in wine on the part of the spanish “young adult” public.
- The image that the French have of Spanish wine
FIRST OBSERVATION: DECLINE IN WINE CONSUMPTION IN SPAIN:
Despite the fact that Spain is:
- world leader in terms of surface area of vineyards,
- the third largest producer
- the third largest exporting country on the planet in terms of value,
… Spanish wine consumption is falling: Consumption has been falling steadily since the 1970s.
In fact, Spain now occupies twelfth place in the world ranking of per capita wine consumption (23.9 litres of wine per person per year) according to the International Organisation of Vine and Wine (OIV).
The first are the Portuguese, with 51.9 litres per capita. France is in third place with 46 litres per capita.
THE SECOND OBSERVATION: THE LACK OF INTEREST IN WINE AMONG THE “YOUNG” SPANISH ADULTS” PUBLIC.
According to the Kantar Worldplanel report carried out in 2017, the wine consumption of the young adult public (18 – 35 years old) is below the national average.
Young households buy wine on average once every two months, spending 23 euros a year and an annual consumption of 10 litres, compared to the overall average of Spanish households, which buy wine once a month on average, spend 63 euros a year and buy 27 litres.
THIRD OBSERVATION: THE IMAGE THE FRENCH HAVE OF SPANISH WINE
Spain is one of the favourite tourist destinations of the French (average of 11 million visits per year in the last 10 years).
Despite this, Spanish wine (with the exception of Rioja wine) is little known in France. Many french people still see it as ‘low quality wine’.
SO I ASKED MYSELF SOME QUESTIONS:
How to reverse the downward trend in consumption?
How can we take care of the younger consumers who are the present and the future of the wine business?
How can we change the image that the French have of Spanish wines? How can we take advantage of the visits of French tourists to make them discover Spanish wine?
I would love to read in the comments what you think about these observations so that we can exchange ideas.