In 2011 export sales represented a third of total sales
Navarra will target a quarter of its budget at marketing its wines on emerging markets such as China
DO Navarra’s short-term objective is to focus on export, according to the Chairwoman of the appellation’s Regulating Council, Pilar García Granero. Targeting international markets will help the appellation to maintain figures in 2012 along similar lines as those registered in 2011 when it sold more than 42 million litres of wine. As a result, if in 2011 export sales represented 33 per cent of total sales, for the current year international sales are forecast to register between 35 and 36 per cent.
Some of the major importers of wines from Navarra are traditional wine buyers such as Germany, Holland, and the UK, although new Asian destinations as well as Russia and Brazil are becoming increasingly important.
In order to carry out the marketing and market penetration activities, in 2012 the appellation is to invest close to €1.1 million, half the budget targeted at the domestic market. As a result a quarter of the appellation’s total budget will be targeted at mature markets and a quarter at emerging markets.
On another note, the Regulating Council recently rated the 2011 vintage as ‘Very Good’, after having analysed the report generated by the Navarra Institute of Technologies and Agri-food Infrastructures Control Body (INTIA).
In 2011 almost 72 million kilos of grapes were harvested, of which 92 per cent were red and the rest white. In comparison to the 2010 campaign, a fall of 18 per cent in red grapes was registered owing to the reduction in vineyard surface-area, drought (leading to a reduction in weight per bunch) and irregular ‘setting’ in some grape varieties. Despite everything, the vintage produced more than 47.5 million litres of wine: 63 per cent reds, 27 per cent rosés and 10 per cent dry and sweet whites.
DO Navarra currently boasts around 11,700 hectares of endorsed vineyards, 1.2 per cent of the total vineyard surface-area in Spain, and is comprised of 3,000 viticulturists and 105 bodegas.