Spanish wine industry focuses on global fine wine competitiveness

Industry experts and stakeholders recently gathered to discuss the competitiveness and strategic positioning of Spanish fine wine in the global market. Organized by EDA Drinks & Wine Campus, in collaboration with Círculo Fortuny, the session focused on how Spanish wineries can better compete against dominant players from France and Italy.

Key discussions centered on the importance of differentiation, identity, terroir, and excellence. Joxe Mari Aizega, director of the Basque Culinary Center, emphasized that the future of the sector relies on combining quality with effective communication and marketing. Xandra Falcó, president of Círculo Fortuny, noted that modern consumers seek values, experiences, and authentic connections with brands, presenting an opportunity for Spain to project its excellence through its wine, gastronomy, and lifestyle.

In a separate cultural event in Montilla, the collective work ‘Otros tres discursos del vino. Y uno más’ was presented at Bodegas Campos. The presentation, part of the ‘Patrimonio de Córdoba’ cycle, explored the relationship between wine and local literary traditions, specifically referencing the historical role of the ‘capataz de honor’ and the influence of the Montilla-Moriles region on local poetic discourse.