The Spanish bulk wine industry lives hard days and requires new business strategies that would enable it to cope with the threats posed by the slowdown in demand in countries -until now emerging – such as China and Russia, or the competence of the South American wines (where there are also big stocks) and wines enriched with sugar. And on top of that, there is a huge wine surplus due to the highest harvest in Spanish history and the surprise of the Italian harvest, which has also finished with higher productions than expected.

Of course, this picture has caused that sales fall, as well as bulk wine prices. Exports, exactly the same. The situation requires immediate action. In fact, future does not arise better, with China threatening to increase their arable land and become a new power in the world wine market.

The solution to avoid a serious crisis seems obvious: to enhance exports. The challenge is designing new ways to achieve this.