Internationalization has gone from being the exception to the norm for Spanish wineries and they are looking for talent for their expansion

They require professionals with international training and proven experience

Expanding the business, growing sales and offering quality products (so highly valued) to the rest of the world is the new approach in which the wine sector is positioning itself.

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La Capabilities of Spanish wineries has become a key element for their commercial success and, sometimes, for their survival, according to the consulting firm CatenonExpanding the business, growing sales, and offering high-quality products (so highly valued) to the rest of the world is the new approach the wine sector is adopting.

This business strategy towards internationalization has gone from being the exception to the rule, and in recent years, wineries in Spain They have seen the international market as a necessary option for their success.

According to Catenon, for these initiatives to be successful, a deep understanding of the different markets across various continents is essential, along with the talent to guide them in this strategy. Experts with the knowledge to implement these phases are crucial. internationalization processFrom market selection to the strategy for entering the market, everything is key. Therefore, choosing professionals who are knowledgeable about the product and its distribution and sales channels (including digital) is essential to leading the sector to its rightful place in the world.

In most cases, the international ventures of some Spanish wineries have so far focused more on quantity than quality. “A short-term strategy,” he points out. Laura Urue, FMCG & Digital Director of Catenon– because what's truly important is placing Spanish wines at the top and establishing the brand's prestige, reaching the top rankings in the world of wine. The goal must be to differentiate themselves from the others. international producers based on quality, prestige and brand image, both from Spanish wineries and products. A process that It requires qualified professionals with extensive international training. and with proven experience. We need to find talent that can differentiate and introduce the product to the market through the appropriate channel, including digital, guaranteeing success.”

 

The United States, Germany and the United Kingdom, followed by Switzerland, Mexico, Japan and South Korea, are the countries where Spanish wineries are currently focusing their efforts.

 

The figures show the trend of market diversification that Spanish wine exports are experiencing, with United States as the first destination market (€395,99M), followed by Germany, (€385 M) and United Kingdom (€313,78M), a country that is decreasing in exports, but which still occupies one of the most important places on the list of destinations. 

Also noteworthy is the great potential of markets such as Switzerland, Mexico, Japan, and South Korea. In the case of SwitzerlandSpain is the European country where a liter of wine is sold at the highest price and where each liter of Spanish wine has the greatest value. MexicoSpain has positioned itself as the leading wine exporting country, increasing its exports by almost 60%. In the case of Asian countries, significant export growth is expected in 2023, although China It will experience slower growth over time.

In Spain, there are more than 4.500 wineries, of which 2.100 have exported in the last 4 years, and more than 1.000 have a turnover abroad exceeding 50.000 euros. Spain is the world's leading exporter by volume, with just over 23,5 million hectoliters sold abroad in 2021., and ranks among the world's three largest exporters in value, with just over 2.900 billion euros invoiced in international markets this year.

Cristina García, HR Director of Freixenet, He points out: “Our experience in international markets has been evolving, and consequently, so have the needs related to the development and growth of people. In recent years, and After decades of international leadership with sales in more than 150 countries, We can say that we are a global company with more than 30 subsidiaries established worldwide. In other words, we have evolved from a leading exporting company to a company with a global mindset where talent management goes beyond simply selecting key personnel. It focuses on supporting individuals at every stage of their professional and personal development through the creation of specific development programs, digitalization initiatives, mobility programs, exchange and multi-skilling experiences, and the opportunity to enjoy an international career. 

 

In that sense, the support of Catenon This is fundamental to driving this transformation. To this end, we have worked together to integrate our cultural values ​​into the selection processes, creating a "match" between our culture and the expectations and personalities of the candidates, fostering empowerment, curiosity and learning, a consumer-oriented approach, and, of course, the celebration of both small and big moments.