A total of eleven Canary Island wineries are participating from May 27th to 29th in WINEMAD, professional trade fair held in IFEMA Madrid. The Gobierno de Canarias This trade mission aims to generate new business opportunities and boost wine exports to ten high-potential international markets.
The Archipelago's presence at this event includes a 48 square meter exhibition space financed by the Instituto Canario de Calidad Agroalimentaria (ICCA), In collaboration with ProexcaThe primary objective is to raise awareness of the quality of the wines of Canarias in front of importers, distributors and representatives of HORECA channel globally
During the inauguration, Narvay Quintero, Minister of Agriculture, Livestock, Fisheries and Food Sovereignty of Gobierno de Canarias, accompanied by the director of ICCA, Luis Arráez GuadalupeHe highlighted the importance of this professional forum. In his words QuinteroThe meeting “represents a great opportunity for Canary Island companies to showcase the quality and uniqueness of their products on an international stage and to establish new contacts and business opportunities in those markets where Canary Island wine is sold.” España It has room for development, in the European and American continents - especially Canadá, Estados Unidos, and México– and Asian – with China y Japó as protagonists-”.
The organization WINEMAD It expects to attract more than 4.000 trade visitors and 200 international buyers. Economic operators from countries such as Canadá, Estados Unidos, México, Reino Unido, Alemania, Francia, Suiza, Italia, China, Japó y Singapur They will seek to establish business relationships through available networking spaces and tools, such as the program Hosted Buyerdesigned to connect producers directly with decision-makers through a system of professional matching.
A snapshot of Canary Islands wine exports
The effort of internationalization This is solidly supported by recent export data. Last season, the islands' wine production exported a total of 177.443 liters. It is worth noting that 74% of this volume was destined for third countries outside the islands. Unión Europea, confirming the global vocation of the product.
The following details the export volume of Canary Island wine broken down by its main international markets:
| Target Market | Exported Volume (Liters) | Commercial Classification |
|---|---|---|
| Estados Unidos | 80.774 | Non-EU Market |
| Reino Unido | 12.767 | Non-EU Market (Europe) |
| Canadá | 10.592 | Non-EU Market |
| Alemania | 9.709 | Community Market (EU) |
| Bélgica | 7.269 | Community Market (EU) |
| Francia | 5.714 | Community Market (EU) |
| Países Bajos | 4.281 | Community Market (EU) |
| China | 4.154 | Non-EU Market |
| Suiza | 2.654 | Non-EU Market (Europe) |
| Japó | 2.066 | Non-EU Market |
Wineries represented and promotion of the Wine Tourism Cluster
The Canary Islands delegation stands out for its island-wide representation, encompassing different types and characteristics of volcanic soils. The participating companies are:
- De Tenerife: Tafuriaste, La Haya, Viña Gómez, El Lomo y Piedra Fluida.
- De Lanzarote: Los Bermejos, Casa Althay, Vulcano Lanzarote y Erupció.
- De La Palma: Teneguía y Veganorte.
In parallel, the Clúster de Enoturismo de Canarias, with the financial backing of the public company GMR Canarias, has coordinated the presence of these companies in the Wine Madrid SummitThis forum, held in conjunction with the fair, addresses marketing, management, sustainability and profitability within the global wine industry.
Business diversification and professionalization of wine tourism
The event underscores the importance of wine tourism not only as a marketing channel, but as a model of economic diversificationSeveral island representatives actively participate in the panels of the Wine Madrid Summit:
The panel "Wine Tourism as a Strategic Business, Diversification and Profitability" includes the following participants: Daniela Reveró, Bodegas Reveró, and Borja de Mesa, Bodegas El LomoTo address "Real Alliances with local restoration and products" from a territorial perspective, the following attendees Carlos Lozano (Bodegas Llanovid SCL) and Víctor Lugo (Bodegas Berrazales-Finca La Laja). Further, Sofía Monshawer (Bodegas Piedra Fluida) and Juan Escudero (Bodega Finca EscuderoThey discuss how to reconnect wine with new audiences.
In January, the Consejo de Gobierno The regional government approved the classification of wine tourism as a regulated tourism activity. This measure provides legal security and helps to professionalize a key segment that combines primary production and tourist experience, also supported by the Cátedra de Agroturismo y Enoturismo del ICCA y de la ULL.
Finally, the fair complements its B2B commercial offering with the initiative Share Experience, an environment of interactive tastings and experiential pairing where importers and attendees can establish a direct and qualitative contact with sommeliers and producers of Canarian wine.
Key points and frequently asked questions about the Canary Islands' participation in WINEMAD
What is the Canary Islands wine sector looking for at WINEMAD?
The main objective is to promote the internationalization and generate business opportunities by connecting the eleven participating wineries with more than 200 international buyers and strategic distributors in the HORECA channel, covering ten key markets.
Where are Canary Island wine exports mainly headed?
74% of exports are destined for third countries (non-EU). Estados Unidos It is by far the main importer (80.774 liters), followed by Reino Unido, Canadá, Alemania and other European and Asian countries.
Why is wine tourism so important in this trade mission?
Because it represents a proven model of diversification and profitability. Following their recent regulation as a regulated tourist activity in the Islands, the wineries seek to promote themselves in the Wine Madrid Summit the integration of the landscape, the territory and local gastronomy as an added value in the export of its wines.
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