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GMR Canarias and Proexca bring fifty references to importers, sommeliers and prescribers in Washington and New York
The public company Management of the Rural Environment of the Canary Islands (GMR Canarias), in coordination with Proexca, this month has reinforced the presence of the Canarian wines in the United States with two outstanding promotion and marketing actions aimed at professionals in the sector. These actions are part of the strategy of the Canary Islands Executive to expand the commercial opportunities of the wineries of the Archipelago and consolidate their presence in international markets..
The first of these actions was held in the Halberdier's Tavern de Washington, where GMR Canarias organized a professional meeting aimed at importers, distributors, sommeliers and other specialized operators in the US market in which fifteen Canarian wineries participated with nearly fifty references from different Designations of Origin as a sample of the diversity and quality of the Islands' wines and with the aim of reinforcing the positioning of the Canary Islands as a reference wine territory.
The Minister of Agriculture, Cattle raising, Fisheries and Food Sovereignty of the Government of the Canary Islands, Narvay Quintero, He stressed that the day allowed for establishing new business contacts, strengthen relationships with importers who already work with Canarian productions and present the wine wealth of the Archipelago to professionals with prescription and marketing capacity in one of the markets with the greatest added value..
The second activity took place in New York with the participation of the Canary Islands in the Volcanic Wine Conference, one of the main international events dedicated to wines of volcanic origin, which brought together more than 250 importers, distributors, specialized journalists, sommeliers and opinion leaders, and which also hosted the commented tasting and presentation “The white wines of the Canary Islands: “a journey through time”, by the professor of the Tenerife University School of Tourism Ana Belén López González. Through this session, the wine history of the Islands was delved into, the value of its traditional vine varieties and the influence of volcanic soils on the personality of its wines.
Quintero explained that these actions respond to the growing international interest in the wine production of the Archipelago and in the productions linked to a unique origin and territory.. In this sense, He recalled that the opening of new markets is part of a marketing strategy aimed at generating real opportunities for the islands' wineries., without losing sight of the fact that Europe and the peninsular market continue to be its main areas of growth.
For your part, the CEO of GMR Canarias, Juan Antonio Alonso, He commented that the actions developed in the United States are added to other initiatives recently promoted in strategic markets such as Japan., Australia, Hong Kong or Brazil, aimed at strengthening the presence of Canarian wines among importers, international distributors and prescribers.
About it, Alonso highlighted that the Volcanic Xperience brand has established itself as a strategic tool to internationally project the uniqueness of Canarian wines and reinforce its positioning in markets where authenticity and identity are increasingly appreciated values..
A long-term business strategy
As part of this strategy, GMR Canarias has reinforced its commercial and logistics structure in Madrid in recent years, which acts as a distribution platform towards the national and European market. This infrastructure allows the offer of different wineries to be grouped together., optimize logistics, reduce costs and facilitate access to distributors, hospitality establishments, specialized stores and end consumers, in addition to complementing marketing through online sales channels.
In parallel, The public company maintains a continuous line of work with distributors and importers, develops training actions aimed at sommeliers, buyers and specialized journalists, and promotes the visit to the Canary Islands of international professionals to make the wineries known on the ground., the native varieties and the unique wine-growing landscape of the Archipelago.
All these actions are carried out in collaboration with the participating wineries, the Regulatory Councils of the Denominations of Origin, the Canarian Institute of Agri-Food Quality (ICCA), Proexca, the island councils and the Canary Islands Wine Tourism Cluster.
