The shortfall in wine consumption in Spain, especially considering that our country is the first country in the world in terms of vineyard surface area and third in wine production after France and Italy.has been the subject of numerous and even “brainy” analyses to try to explain the detachment of the new generations towards such an important product for our economy.
The Wine Institute, an organization created by California wine producers, conducts an annual study of per capita wine consumption in the world. The small state of the Vatican, with 54.26 liters per capita per year, traditionally tops the consumption list. The explanation, more than the supposed fondness of the clergy for wine and even for the millenary participation of wine in the celebration of the Eucharist, has to do with the population of the Vatican, which is only 800 people (0.44 square kilometers), all of them adults, around 50 years of age, without children and very used to sharing meetings and meals with wine.
Andorra, Croatia and Slovenia occupy the next three places, while France and Portugal are already in fifth and sixth place with consumption of 42.5 and 41.7 liters per inhabitant and Italy in tenth place with 33.3. The problem is that Spain does not appear in the ranking until 28th place, with only 21.26 liters per capita.
We have done something wrong, when previous generations consumed much more wine, although, as our technical director Lauren Rosillo thinks, we are witnessing a change in trend: “Although the over-50s are still the main consumers in Spain, consumption patterns are changing”. “There begins to be,” he continues, “a social component of wine, from 25/30 years of age, which relates it to leisure, culture and sociability.
In fact, the latest Nielsen data point to this recovery of wine consumption in Spain and at Familia Martínez Bujanda we are convinced that the best is yet to come.
However, we also believe that we must be able to offer what consumers are asking for: we are facing demanding, educated and informed generations, protagonists of social networks and willing to pay for quality products that meet their expectations.
Familia Martínez Bujanda bet from the first moment for the segmentation and clear differentiation of our wines: from the top, with the Finca wines of Rioja, Rueda and La Mancha, to the more traditional versions of Viña Bujanda’s Rioja, or to experimentation and innovation with our range of wines. Infinitusincluding our muscatel to drink on its own or even combined with refreshing lemon drinks as an evening beverage.
Every wine has its moment and every consumer has a wine to choose from with Familia Martínez Bujanda with the honesty and guarantee of our more than one hundred years of history.
