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Gonzalez Byass in concerted UK push
Pedro Rebuelta, vice president of González Byass, has spoken of the company’s determination to continue to invest in the UK market despite the fact it is currently difficult to make much money from it.
Speaking to the drinks business at Vinexpo this week, Rebuelta (left) spoke of the “very important, mature, sophisticated by very difficult” UK market but outlined his confidence that the good times will soon return.
“The value of the pound has made it very difficult to make money in the UK at the moment,” he admitted. “However, we must continue to invest as it will get stronger and the economy will improve.
“In fact we are increasing our sales force in the UK as we feel that is the only way to go forward. It’s risky and expensive, but we are thinking long-term.”
The main thrust of González Byass’ activites at Vinexpo this year is promoting its “Families of wine” initiative, whereby the company is expanding across Spain in order to diversify its historically Sherry-based business.
“We are at a stage in the evolution of our company that we need to grow and need to expand,” explained Rebuelta.
“We have a big Sherry business and we need to maintain that but it’s hard to expand that side of the business.
“So we wanted to move into other areas of Spain to showcase what they rest of the country can offer and gain ourselves a portfolio that is reflective of the whole of the country. This way we can offer consumers different wines and different opportunities.”
The importance of the UK market to the company was reinforced by Rebuelta’s analysis of the domestic market in Spain. “The Spanish market at the moment is very difficult and, although our volumes are flat, the market overall is falling at a rate of around 12% each year. The Spanish consumer is increasingly looking towards foreign wines.”
Rebuelta is confident of good times ahead for the Spanish industry, however, as he noted: “Four or five years ago Robert Parker said that Spain would be the next big thing in wine and the signs are that this is now filtering through.”
Click here to watch a video interview with Pedro Rebuelta at Vinexpo
Alan Lodge, 22.06.2011