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De vinos

Fenavin abre sus puertas con el cartel de mayor foro comercial del vino

Redacción
Redacción 9/5/2011Comentarios

La mejor feria para vender vino español. Así definen los expertos del sector, nacionales e internacionales, a Fenavin 2011, Feria Nacional del Vino, que tras seis años de andadura se ha convertido en una referencia en el ámbito vitivinícola mundial. Se celebra del 10 al 12 de mayo en Ciudad Real, acudirán 1.200 bodegas de todas las denominaciones de origen, y reunirá a 4.200 compradores nacionales y 2.700 extranjeros.

Por tanto, la feria, de carácter bienal, se ha convertido en un escaparate de compra y venta, así como en un foro de reflexión, dado el delicado momento que atraviesa el sector del vino, debido a la crisis económica que se vive en España. Sirva como ejemplo el siguiente dato, ya que a pesar de ser uno de los mayores productores de Europa, y uno de los países con más tierras de viñedos, en España la tradición del consumo de vino se está perdiendo: en las últimas tres décadas se ha pasado de los 75 litros por persona de consumo al año, según fuentes del Ministerio del Medio Ambiente y Medio Rural y Marino, a tan sólo 18 litros.

Los datos recientes, unidos a la coyuntura económica, delatan el mal momento que atraviesa este mercado. Por tanto, el presidente de la feria, Nemesio de Lara, señala que el objetivo principal es propiciar el encuentro entre la oferta y la demanda, y proponer nuevas vías para prestigiar el consumo de vino, aportando instrumentos reales para hacer negocio en un sector de suma relevancia en la economía nacional.

Todo ello se traducirá en ocho pabellones para los casi 7.000 compradores nacionales y extranjeros, llegados desde 54 países diferentes, que degustarán caldos de 69 denominaciones de origen español y podrían realizar, según las estimaciones de la organización, 127.000 contactos comerciales durante tres días consecutivos con la asistencia de 2.500 periodistas de todo el mundo.

Para incrementar los contactos entre expositores y compradores foráneos, Fenavin aportará una herramienta novedosa: el programa Contacte con… Destinado a compradores nacionales, se trata de un instrumento informático que prevé poner en contacto a 3.000 distribuidores y compradores gestionados por la organización, además de aquéllos que lleguen por su cuenta, lo que supondría una cifra cercana a un total de 4.200 compradores nacionales. De esta manera, las expectativas de negocio generadas entre bodegas nacionales e importadores españoles y foráneos son grandes. Se augura un aumento significativo del número de contactos comerciales, cuya media en la pasada edición fue de 33 al día por bodega, ya que los empresarios concentrarán en tres días un trabajo que en condiciones normales supondría meses de gestiones.

Las bodegas presentes en Fenavin pueden seleccionar sus objetivos de exportación, a través de www.fenavin.com. En cada edición, las bodegas, aunque no existen cifras al respecto, aumentan sus ventas en el extranjero. La mayoría de los bodegueros exportan ya más del 50% de sus caldos a otros países, aunque el principal impedimento para poder vender el vino fuera de España es disponer de una potente red de distribución.

Otra de las áreas en la que hará hincapié la feria será en la necesidad de comunicar la importancia de los vinos y establecer un nexo de unión con la marca país, para que España sirva de paraguas para los vinos nacionales en el extranjero. Además de transacciones comerciales, el evento acogerá una serie de jornadas y conferencias formativas sobre cómo exportar mejor a distintos países y las últimas tendencias en marketing, así como la aportación de las nuevas tecnologías para optimizar la venta de vino. Así, Paul Wagner, consultor internacional del vino, analizará el mercado vitivinícola en Estados Unidos y la situación de desventaja de los vinos españoles, ya que “el enfoque de venta necesita un cambio de estrategia” comenta. Considera que España es un “destino atractivo turístico”, sin embargo “los vinos no tienen imagen para competir con los afamados caldos de California y Francia”.

Fuente: Paz Álvarez, “Cinco Días”

2 Comentarios

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