Of the 57 million bottles sold in 2011, almost 17% went to export markets, with Germany and Holland being the main markets for Rueda appellation white wines.
Based on information provided by wineries registered in the Rueda appellation, an increase in sales to export markets has been recorded, rising from 7,692,158 bottles exported in 2010 to 9,212,902 in 2011.
These results reflect a strategy carried out over the last two years not only by Rueda wineries but also by the Rueda control board to focus their efforts and boost their investments in export markets, while Spanish consumption of wine is stagnating -even if it is true that the Rueda appellation has bucked the trend by increasing sales by 12.29% in Spain.
By country, Germany continues to be the number one importer of wines from Rueda, purchasing from 39 out of 59 Rueda wineries and importing 2,132,585 bottles (23.15% of Rueda’s total exports) against 1,975,373 in 2010, making an increase of 7.96%. Germany is followed by Holland, with a growth of 59.33% with 2,073,052 bottles (against 1,301,108 in 2010), the USA, with 922,492 bottles, representing a drop of
-2.78%, Switzerland with 823,215 bottles (-1.51% down on 2010), the United Kingdom with 808,988 (+12.25% on 2010) and in sixth place Belgium with 693,205 bottles (+14.70% on 2010).
The Rueda control board, in aiming to enhance its wineries’ export strategies, has dedicated 25% of its promotional budget to export markets and has also acquired aid from the OCM for the promotion of wine products in markets of third countries (the USA and Switzerland, in the case of the Rueda appellation control board). In the middle of 2011, the board also took on a person whose job is exclusively dedicated to promoting Rueda wines internationally.
The countries to which promotional actions and investments were destined in 2011 were: Germany, where an ambitious promotional project was developed (accounting for 47% of the budget destined for international promotion), Holland, Belgium, France, the United Kingdom, the USA and Switzerland.
As for 2012, Germany will continue to be the top priority along with the United Kingdom, Holland and Belgium.
The Rueda control board is determined to boost investment in promotional activities for foreign markets, since it is well aware that any growth in the Rueda appellation in the next years will have to be found in export markets, given that it is already the leading white wine in the Spanish market with almost 40% market share.
Promotional actions are well underway in 2012 in export markets, with Rueda already having been present in the United Kingdom at the “Great Spanish Wine Encounter” organised by Decanter, a specialised wine magazine; and in Germany at the Prowein wine trade fair (4-6 March), which is held every year in the town of Düsseldorf.
The next dates on the calendar are 26th to 29th March, when the Rueda appellation attends the 2012 Alimentaria-Intervin wine fair which, although taking place in Spain, is an important wine trade venue and of great interest to importers from all over the world. The Rueda appellation will be present with a spacious stand at which the wines of 49 Rueda wineries will be presented. Following this in April, the wines of Rueda appellation will once again be present in the USA at the Flavor Summit event (19-21 April) organised by The Culinary Institute of America.
