DOP Canary Islands – Canary Wine brings together the viticulture sector of the archipelago

Last Tuesday, day 11 of June, the Canary Islands Protected Designation of Origin – Canary Wine carried out the “Meeting of Winemakers – Producers of the Canary Islands PDO”, which took place at the headquarters of the Regulatory Council, located in the Tenerife municipality of La Guancha.

This innovative event brought together the main players in viticulture in the archipelago., both winemakers and producers, winemakers, technical and commercial of the different wineries attached to the DOP Canary Islands – Canary Wine, making the day a useful exchange of knowledge, experiences and strategies for the future of Canarian wine.

The day began with a welcome to the attendees by John Jesus Mendez Siverio, president of the DOP Canary Islands – Canary Wine, and of Luis Arráiz Guadalupe, director of Canarian Institute of Agri-Food Quality (ICCA), representing the Department of Agriculture, Cattle raising, Fisheries and Food Sovereignty Government of the Canary Islands, who valued the importance of both collaboration and innovation in the wine sector to, this way, maintain the quality and uniqueness that characterize the wines of our islands.

Juan Jesus Mendez He then gave an informative talk about the numerous services that the Denomination of Origin Canary Islands – Canary Wine provides its associates. Méndez explained the details of these, among which the management of subsidies and aid stands out; direct and reverse trade missions; export collection insurance; training activities aimed at winegrowers, winemakers and professionals in the sector within the training program of the Canary Islands Wine Campus; the online sales channel for Wine Tourism CanaryWineRoute.com; the implementation of Artificial Intelligence R&D&i projects; the Plant Sanitation project and, finally, the innovative project “Wine Culture in the Canary Islands”, a study on intangible cultural heritage and wine cultural landscapes whose ultimate goal is to safeguard wine cultural heritage through identification, documentation and registration of this heritage.

As a culmination of the meeting, the Seminar “Marketing and Sales Tools for Wineries” given by Alvaro Ribalta MW – the most recent Spanish Master of Wine, founder of Massal Selection – who addressed key strategies and practical tools that wineries can use to improve their marketing and sales processes. These strategies range from understanding the importance of the market and the consumer to the implementation of digital and e-commerce strategies.. During the course of this seminar, attendees were able to obtain a comprehensive vision of how to successfully position their products in a competitive market.. The focus on innovative and effective business practices highlighted the need to adapt to an ever-changing business environment, always maintaining the essence of the uniqueness of Canarian wines.

The meeting also served as a platform for wine professionals to share knowledge and experiences., culminating in a networking cocktail. This more relaxed space allowed attendees to share impressions, discuss opportunities and enjoy the excellent selection of wines offered by the Canary Islands PDO – Canary Wine.

In summary, he “Meeting of Winemakers – “Producers of the Canary Islands PDO” was not only a reflection of the commitment to excellence and the promotion of its attached producers., but also highlighted how the wine tradition of the Canary Islands can be integrated with the most modern marketing and sales trends., thus ensuring a prosperous future for the archipelago's wine industry.