Yeclatalks: Distribution bets on an organic Yecla and wines with value

Why is it a little more difficult to find yeclas in shops and restaurants? The solution lies with the wine distributors. We asked some of those who trust the most unique brands why the 4 Erres (Rioja, Ribera, Rías Baixas and Rueda) prevail.

DO Yecla hosted a debate on 23 September 2021 between some of the best wine sellers in the country, representing different categories between premium and exclusive wines. With them we were able to talk about how areas like Yecla can make a name for themselves as a newer area in Spanish consumption or how to overcome the competition from the more established areas that have the R in their initials. In a digital talk through zoom, we could count on Mateo Seoane from Bodeus Delicatessen (Coruña), who bets on singular wines (Lagar de Merens, Niepoort, Artadi) and on own wines of drinkable and current character under the brand Compañía Nueve Uvas.

Mateo believes that the boom in certain regions such as Valdeorras or Bierzo or Utiel comes from communicating the grape variety. He is confident that there is a niche to sell easy-to-drink wines that are fresher and friendlier for a consumer who is looking for informal moments where Yecla’s Monastrell wine and its wines with a better CPR can come in. The means of communication of the new brands is through new digital media such as Instagram and the peculiar stories behind each wine. Among the new wines in the portfolios of the sellers are brands with characters and stories that reach more in the tastings and education with the professional end customer. He insisted that there is a distributor for every wine brand, region and customer, you just have to find it.

Miguel Ángel Fernández, Commercial Director of Grupo Delgado (Madrid), one of the most transgressive gourmet companies since 1966, believes that the training of the commercial and on-trade team is key to being able to sell certain more difficult wines and thus reach the end consumer. Likewise, sales businesses with a good long-term marketing strategy with measurable actions, in which the alliance of the winery and the exclusive distributor is the pillar. He repeated the need for all sales people to sell wine for value-added services, whether in the form of premium services, events, tastings or emergency response. He acknowledged that Yecla was the “chato de vino” of the 1920’s in Madrid but that now it benefits from a good court of prescribers, communicators or sommeliers, so it has it easier.

Carmen Zarrabeitia is commercial director of Cavinsa (Madrid), one of the most veteran companies in wine sales, managing brands such as Luis Cañas or José Pariente. She is in favour of creating a long relationship of trust and exclusivity with the winery so that the customer does not buy because of price wars and the wineries’ original prices are maintained. Among her company’s brands, her selection is based on identity, as well as value for money and a multitude of events and tastings with the restaurant and the shop.

Also participating in the Yeclatalk was Juan José Marcos, owner of the La Ruta del Vino shop (Santander) and the Marcos Wines distributor, specialising in champagnes, organic wines and landscape wines in Cantabria. He is an admirer of wines with personality that do not need designations of origin or a generic umbrella to survive in the market. His work as a wine list consultant in restaurants connects him directly with customers and allows him to offer them new wines. His value also lies in his thematic tastings and his events with gourmet products that bring new customers directly into the shop.

All the speakers of this informal debate in digital format, among the most modern and visionary Spanish distribution, admired the CPR of Yecla wines and their label as organic by nature, a great discovery again for all. Thanks to all these sales cracks and the quality of the users and listeners who followed us!

DO Yecla hosted a debate on 23 September 2021 between some of the best wine sellers in the country, representing different categories between premium and exclusive wines. With them we were able to talk about how areas like Yecla can make a name for themselves as a newer area in Spanish consumption or how to overcome the competition from the more established areas that have the R in their initials. In a digital talk through zoom, we could count on Mateo Seoane from Bodeus Delicatessen (Coruña), who bets on singular wines (Lagar de Merens, Niepoort, Artadi) and on own wines of drinkable and current character under the brand Compañía Nueve Uvas.

Mateo believes that the boom in certain regions such as Valdeorras or Bierzo or Utiel comes from communicating the grape variety. He is confident that there is a niche to sell easy-to-drink wines that are fresher and friendlier for a consumer who is looking for informal moments where Yecla’s Monastrell wine and its wines with a better CPR can come in. The means of communication of the new brands is through new digital media such as Instagram and the peculiar stories behind each wine. Among the new wines in the portfolios of the sellers are brands with characters and stories that reach more in the tastings and education with the professional end customer. He insisted that there is a distributor for every wine brand, region and customer, you just have to find it.

Miguel Ángel Fernández, Commercial Director of Grupo Delgado (Madrid), one of the most transgressive gourmet companies since 1966, believes that the training of the commercial and on-trade team is key to being able to sell certain more difficult wines and thus reach the end consumer. Likewise, sales businesses with a good long-term marketing strategy with measurable actions, in which the alliance of the winery and the exclusive distributor is the pillar. He repeated the need for all sales people to sell wine for value-added services, whether in the form of premium services, events, tastings or emergency response. He acknowledged that Yecla was the “chato de vino” of the 1920s in Madrid but that now it benefits from a good court of prescribers, communicators or sommeliers, so it has it easier.

Carmen Zarrabeitia is commercial director of Cavinsa (Madrid), one of the most veteran companies in wine sales, managing brands such as Luis Cañas or José Pariente. She is in favour of creating a long relationship of trust and exclusivity with the winery so that the customer does not buy because of price wars and the wineries’ original prices are maintained. Among her company’s brands, her selection is based on identity, as well as value for money and a multitude of events and tastings with the restaurant and the shop.

Also participating in the Yeclatalk was Juan José Marcos, owner of the La Ruta del Vino shop (Santander) and the Marcos Wines distributor, specialising in champagnes, organic wines and landscape wines in Cantabria. He is an admirer of wines with personality that do not need designations of origin or a generic umbrella to survive in the market. His work as a wine list consultant in restaurants connects him directly with customers and allows him to offer them new wines. His value also lies in his thematic tastings and his events with gourmet products that bring new customers directly into the shop.

All the speakers of this informal debate in digital format, among the most modern and visionary spanish distribution, admired the CPR of Yecla wines and their label as organic by nature, a great discovery again for all. Thanks to all these sales cracks and the quality of the users and listeners who followed us!

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