Barcelona Wine Week, the benchmark event for quality Spanish wine, is preparing its 2024 event, which has been sold out since last July. In record time, more than 850 wineries and 70 Designations of Origin have confirmed their participation to present their latest products, reach out to major buyers from all over the world and analyse the main challenges facing the industry: from valuation to adaptation to the climate emergency. Above all, we spoke to Javier Pagès, president of Barcelona Wine Week and D.O. Cava.

The effects of this harvest season’s drought are evident in many areas of the country. Could climate change threaten the industry?

As part of climate change, drought is putting the industry in great difficulty, although it has not affected all territories equally. This is a serious concern that requires different solutions. Some are short-term, such as those that have had to be adopted for this harvest. But long-term changes need to be discussed and adopted because the wine industry will have to live with climate change and incorporate measures in its future plans.

Beyond the challenge of sustainability, how do you assess the current situation of Spanish wine?

Spanish wine has been investing in quality for many years, has developed a great deal of knowledge and has also improved its reach to markets and consumers. The results are here, today it is in a better position than ever to compete internationally for its uniqueness, quality and value.

If we focus on cava, how do you assess the industry’s situation?

On a circumstantial level, cava is coming to the end of a very poor harvest as a result of the drought and will have to manage this shortage. But cava is in a good place, sales and markets are growing and, at the same time, it is gaining in value. In addition to this good work, quality sparkling wine is becoming more and more valued and attractive to consumers worldwide. It is growing. This means more competition, but at the same time has the benefits of being a growing market.

In this context, what are the three major challenges facing the industry?

Valuing the industry remains the main challenge. It is a marathon and needs to be run with consistency and perseverance, without abandoning it and aligning strategies to this objective. Of course, there is also the obvious challenge of making further progress on social, economic and environmental sustainability. And, in terms of results, the key challenges are to continue to grow in internationalisation and, obviously, to attract more and more consumers.

Increasing value has been an industry objective for years. What differentiating values do you think should be ‘sold’ about Spanish wine?

Excellence, diversity, authenticity and quality are levers and attributes that explain what Spanish wine is all about. In addition, clear commitment and strategy must be in place that aligns with the objective of valuation. We have to gamble, we can’t be everything, the market doesn’t understand that. We need to take a stand.

BWW 2024 has sold out in record time, with six months to go. To what do you attribute this success?

I believe that Barcelona Wine Week has been able to offer Spanish wineries a quality exhibition with high-level international buyers. A very attractive exhibition for both visitors and exhibitors, as the content of the talks, the tastings, the developments and the speakers are of the highest level, with very inspiring experiences and visions. Furthermore, BWW is the perfect way to immerse yourself in Spanish wine and has a very attractive exhibition model: with its lands (Denominations of Origin), its space for big brands and for small wineries, etc. And, on top of that, it is held in a city, Barcelona, which is a great destination for visitors.

One of its strengths is the attraction of major wine importers from all over the world. How are you working to attract more international buyers?

We work closely with the Spanish Wine Federation, the most prestigious organisation in the industry, whose wineries are clearly exporters and are active in the world’s major markets. And also with ICEX, which has a great reputation, both well-earned and recognised, for its outstanding work in supporting and promoting the food industry and, in particular, Spanish wine. Additionally, Fira de Barcelona itself has enormous know-how in this field, the result of years of experience in organising renowned events. Adding up all these synergies, we successfully invited more than 600 major international buyers at the last event and by 2024 we want to have more than 650.

Finally, why should a winery from our country be at BWW24?

Because it is the benchmark exhibition for quality Spanish wine. We all face the challenge of the valuation and internationalisation of wine. And all together, united, with each of the territories and wineries contributing side by side, we will be able to further strengthen our image and reach more strategic markets in order to continue growing.