Rethinking Spain: A Wine Strategy Experience

Spanish Wine: New Narratives for the Future

The first part of the morning focused on the Spanish Wine Manifesto, a section centered on the future of wine storytelling in Spain. Participants examined the challenges and opportunities for Spanish wine in the context of global shifts and the modern evolution of wine.

Familiar pillars such as quality, diversity, history, lifestyle, and sustainability were touched on, while delegates were challenged to consider how much of this narrative still lands in the markets of their respective countries.

Participants worked in small groups, guided by a facilitator. Their ideas were collected to form a shared manifesto, capturing expert thoughts and opinions about the future of Spanish wine.

The Manifesto

The participants proposed the following principles as a shared vision for the future of Spanish wine.

Spain must move beyond value.
Value for money has opened many doors for Spanish wine. But value alone cannot define its future. Spanish wine deserves to be chosen not only because it is affordable, but because it is exceptional.

Diversity becomes powerful when it becomes understandable.
Spain possesses one of the richest and most diverse wine cultures in the world.
Our challenge is not to prove that diversity exists, but to help the world understand what that diversity means, why it matters and how to navigate it.

Spain should speak with its own voice.
Spanish wines do not need to be explained through comparisons with other countries. Their greatest strength lies in their authenticity, identity and sense of place.

The future belongs to distinctive wines.
The world's most exciting wine stories are rooted in origin, character and individuality. Spain is uniquely positioned to lead this movement.

Wine is part of a wider cultural experience.
Spanish wine cannot be separated from Spanish gastronomy, hospitality, landscape and way of life. Together, they create an experience that is both distinctive and impossible to replicate elsewhere.

Excellence must be recognised at home if it is to be recognised abroad.
Spain's wines deserve greater confidence, visibility and advocacy within Spain itself.
Pride in our wines is the foundation of international prestige.

Spain is not only a historic wine nation. It is a contemporary one.
Innovation, creativity and new interpretations of tradition are reshaping Spanish wine. The world should see Spain not as a museum, but as one of the most dynamic wine cultures of our time.

Our ambition is clear.
To be recognised not only for the quality of our wines, but for the significance of what they represent.

A country of singular wines.
A country of living culture.
A country of excellence.
And a country whose most compelling wine story is still being written.