Barcelona Wine Week, the flagship Spanish wine show, will hold its largest edition yet in 2025. The show will bring together close on 1,100 exhibiting companies and will be held for the first time in the halls of Fira Barcelona. It will continue to focus on creating business opportunities for the exhibiting firms, as well as analysing challenges and trends in the sector. We spoke to Javier Pagès, president of Barcelona Wine Week and of D.O. Cava.

All the data shows that we are drinking progressively less wine, but of better quality. How would you describe the current state of play for Spanish wine?

Spanish wine is of great quality and has many competitive advantages. Among them, the great diversity and uniqueness of terroirs, cultures, landscapes, history and native varieties, the fact that we possess the largest land area of environmentally-friendly vineyards in the world and the good fortune to be world leaders in gastronomy and tourism.

But it is true that global wine consumption is not growing and consumer habits are evolving. This forces the wine sector to be even more competitive and innovative. We live in times that leave no room for complacency. Therefore, we must move forward without reservation in diversifying by expanding markets, in sustainability and innovation. And, at the same time, in implementing new technologies, in wine tourism, in communication and in consolidating an attractive image.

And what is the current situation of Cava?

Cava is a very international product, 70% of its sales are in more than 150 countries and it is highly appreciated by consumers looking for quality sparkling wines. But it is also no stranger to the transformation that wine consumption is undergoing worldwide and should not stand still. It is very important that the wine sector work together to maintain the high profile of a unique and attractive product, of magnificent quality and with enormous potential.

The wine industry has experienced the third consecutive grape harvest seriously affected by drought, especially in areas such as Catalonia and Levante. How should it adapt to the foreseeable lack of rain in the future?

In areas with low rainfall or prone to drought, there needs to be water support. It is clear that public initiatives are going to be necessary to ensure sustainability. At the same time, the sector must also act by choosing varieties that need less water, adapting the planting density and the conduction system and employing suitable fertilisation systems.

Ultimately, the expectation of lower yields in the vineyards reinforces the vision of a Designation of Origin of quality and high-value products that allows the sustainability of the entire chain and its territory.

Beyond sustainability, what major challenges must the sector face?

First of all, to continue to grow in terms of internationalisation and to diversify markets. At the same time, it is committed to innovation in all areas of business and to invest in the application of new technologies, both in viticulture and in winery production, to optimise resources and generate greater efficiency. It is also essential to invest in marketing strategies to further strengthen our distribution channels and innovations. And it is key for the sector to raise its profile further and continue to grow in the perception of the value of our products.

BWW 2025 will be held in two halls, for the first time, to accommodate the large number of wineries interested in participating. How do you account for the trade show’s success?

BWW has been able to bring together wineries, buyers and other players in the sector by creating an exclusive event that takes place at the beginning of the year in such a fascinating city as Barcelona. The sector needed a must-see show, nationally and internationally, for business, for sharing knowledge, for making a mark, image and impression, for learning, for presenting innovations, for networking, and to be up to date. And, with our combined efforts, BWW is the ideal showcase to proudly launch to the world a powerful image of the quality and diversity of Spanish wines for the benefit of the entire sector.

One of its strengths is, therefore, the attraction of major wine importers and distributors from all over the world. What does BWW offer these major buyers?

BWW has succeeded in selecting and attracting large importers, distributors and buyers from all over the world, creating a show that is intense in terms of transactions, business and networking, and profitable for all participants. At the same time, it brings together a wide range of first-class wineries from all the Spanish designations of origin, which allows visitors to travel throughout the Spanish territory enjoying the landscape and wine culture.

In addition, it offers a programme of tastings and presentations that address the most crucial issues for the sector, with major figures from the world of wine in this country and abroad. And all this, on dates that allow one to improve one´s annual planning.

In this edition, wines from old vines will be featured. What is it about these wines that has made them veritable gems?

The old vines that have survived the passage of time in good condition bring together history, culture, native varieties in some unique cases, a track record of many vintages, etc. And they demonstrate an ability to adapt to the terrain and the climate that has allowed them to develop a wide and deep root system, extracting a great typicity from their soil, giving grapes with a greater concentration of flavours, complexity and potential to improve in long ageing. They really are gems.

In the show, another trend will come under scrutiny: the boom in white wines. Why are they gaining ground on reds?

Consumers’ habits are changing and they are following trends, some carry on as before while others are more fickle and changeable. Currently, the quest for wellness is leading consumers to higher quality wines and a change in their preferences, especially of the younger generations, evolving towards lighter, fresher wines, which allow for more informal consumption experiences. White and sparkling wines are benefiting from these trends, while red wines, traditionally recognised for their more complex flavours, have lost out. For sure, in the near future, we will see reds also adapting to these new habits.

Barcelona, 21 November 2024