Cava Discovery Week returns as DO pushes premium focus
Cava Discovery Week is back in London with six restaurants highlighting Spain’s flagship sparkling wine, as the DO builds momentum on the back of its 100% organic milestone for Cava de Guarda Superior.
Spotlight on Cava in London
Cava Discovery Week is running from 26 September to 5 October across six London venues. Restaurants including 28-50, Arros QD, Brindisa Tapas, Broken Eggs, Copita, and The London Edition are offering promotions to showcase the diversity of Cava.
Each participating restaurant is taking a different approach, from paired menus to sparkling hour offers. Venues are also staging consumer-facing events, such as Broken Eggs’ tortilla masterclass, designed to promote DO Cava and highlight the quality credentials of the category.
Premiumisation through organics
The campaign comes on the back of a major milestone for the Consejo Regulador. From the 2022 harvest onwards, every Cava de Guarda Superior wine is certified organic. This covers the Reserva, Gran Reserva, and Paraje Calificado categories, and represents nearly 110,000 hectares of vineyards.
It is a significant step for the DO, which has worked to move beyond its association with entry-level supermarket fizz. The organic certification aligns with consumer demand for sustainable wines and strengthens the DO’s efforts to raise the profile of its premium tiers.
DO president Javier Pagés has said: “The future of Cava lies in continuing to focus on quality and the value of the Cava brand.”
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Resilience and opportunity
Like other wine regions, Cava producers have faced climate pressures, with drought affecting recent harvests. However, the shift to organics, together with investment in premium categories, has positioned the DO to adapt to these challenges.
For many observers, the timing is in Cava’s favour. With Champagne supply constrained and Prosecco’s growth levelling off, Cava is well placed to appeal to consumers seeking traditional-method sparkling at accessible prices, with strong sustainability credentials.
Importantly, Discovery Week underscores the DO’s strategy of linking premium positioning with gastronomy, reflecting the versatility of Cava alongside food. This approach helps build awareness of the higher-quality end of the category, while ensuring Cava remains relevant across a broad range of occasions.
Repositioning Cava
The Cava DO’s regulatory changes in 2020 introduced clearer distinctions between entry-level and premium wines. Discovery Week now ties those changes to consumer engagement in an international market, offering a platform to highlight Cava’s premium and organic credentials in a competitive sparkling landscape.
With nearly 110,000 hectares now under certified organic cultivation, growing visibility for Reserva, Gran Reserva and Paraje Calificado wines, and an increased emphasis on gastronomy, the DO is signalling that Cava is ready to compete more confidently in the global market.
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