Arab Today, arab today catalan cava takes on french champagne
Last Updated : GMT 04:33:33
Arab Today, arab today
Arab Today, arab today

Catalan cava takes on French champagne

Arab Today, arab today

Arab Today, arab today Catalan cava takes on French champagne

Tractor working at the Segura Viudas vineyard
Sant Sadurni d'Anoia - AFP

After decades of rising exports, producers of Catalan cava are brimming with confidence and have their eyes set on taking on the "king" of sparkling wine -- French champagne.

Cava, which is produced in the Alt Penedes region of northeastern Spain, an area of rolling hills about a half hour's drive south of Barcelona, began seeking new markets three decades ago by offering good value for money.

Exports of cava soared from just 10 million bottles in 1980 to 154.7 million bottles in 2014, the sixth consecutive year that foreign sales of the drink exceeded those of French champagne. By comparison in 2014 France exported 144.9 million bottles of champagne.

But of all the bottles exported last year, only eight million were high-end reserve cavas that producers now want to develop.

"Cava is beginning a second stage. We conquered the world with standard cavas. Now we are going to conquer it again with superior quality cavas," the head of the the association of small and medium sized cava producers, Pere Guilera, told AFP.

Guilera only produces high-end cavas -- some 30,000 bottles annually of which 20 percent are exported -- at a small family-owned winery housed in an old farmhouse surrounded by vineyards near the town of Sant Sadurni d'Anoia.

The production requires a careful selection of grapes and a long ageing process of up to 12 years to create a "rich and harmonious aroma, fine bubble and a smooth texture" with a "smooth and slightly fruity" taste, said Guilera.

A bottle of reserve cava costs around 20 euros ($22), three times less than a bottle of champagne of a similar quality.

"We are offering quality at very low prices," said Guilera.

- Eyeing Asian market -

Winegrowers want to reposition cava, whose name is derived for the Catalan word for cellar, by building on the strength gained during Spain's economic downturn.

With the domestic market stagnant producers focused on boosting sales abroad and in 2012 they exported a record 161 million bottles.

"Cava still has some way to go to improve its image in the high-end," said Pedro Bonet, communications director at Freixenet, the world leader in sparkling wines.

"We have been working on this for the last few years and bit by bit it is bearing fruit. It requires time, investment and careful staging," he added.

Freixenet has boosted sales of its high-end cavas in recent years such as its award-winning Casa Sala, which is made using techniques from 150 years ago, including an authentic mammoth wooden press.

Freixenet is focusing its expansion on emerging markets and especially in Asia where customers "value quality and are willing to pay a price for it," said Bonet.

Japan for example is the fifth-biggest importer of cava but when it comes to high-end cava it is the second-biggest importer.

The country is the main market for the Oriol Rosell winery, which exports half of its annual production of 300,000 bottles.

The majority of its sales are on the low-end of the value chain, young cavas with an ageing process of just 12 months.

- Winery tourism -

"Cava continues to be seen, at the international level, as a cheap product," said the winery's oenologist, Salvi Moliner.

"You have to find quality products and quality markets but today it continues to be easier to sell younger cava."

To change this image the association of small and medium sized cava producers is promoting the drink at congresses and among opinion makers in English speaking nations.

It is also working to promote tourism in the cava making region by taking advantage of its proximity to Barcelona, one of Europe's most visited cities.

"Our visitors are our best promoters. We treat them well, they tell their friends about cava when they return home. It is not fast but it is more lasting," said Guilera, the association's head.

The association has set an ambitious goal: to boost sales of high-end cavas by 40 percent within a decade.

"It requires a great collective effort but it is possible given the high quality of the product we make," Guilera said.

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today catalan cava takes on french champagne Arab Today, arab today catalan cava takes on french champagne

 



Arab Today, arab today
Arab Today, arab today Nasima Gamei revives Algerian heritage in jewelries

GMT 22:42 2017 Thursday ,23 February

Nasima Gamei revives Algerian heritage in jewelries
Arab Today, arab today Saudis await visitors but will they come?

GMT 11:54 2017 Thursday ,23 February

Saudis await visitors but will they come?
Arab Today, arab today Sarah Belamesh designs antiques of "ceramic"

GMT 19:45 2017 Monday ,20 February

Sarah Belamesh designs antiques of "ceramic"
Arab Today, arab today Blind sheikh buried in Egypt

GMT 06:32 2017 Thursday ,23 February

Blind sheikh buried in Egypt
Arab Today, arab today Media host Mona Iraqi stresses her show's success

GMT 15:32 2017 Wednesday ,22 February

Media host Mona Iraqi stresses her show's success
View News in Arabic - Business: اقتصاد دولي
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today To hold social dialogue over secondary school

GMT 07:43 2017 Wednesday ,22 February

To hold social dialogue over secondary school
Arab Today, arab today UK appoints 1st Scotland Yard chief in 188 years

GMT 05:14 2017 Thursday ,23 February

UK appoints 1st Scotland Yard chief in 188 years
Arab Today, arab today Ex-yoga missionary unleashes rage

GMT 12:16 2017 Thursday ,23 February

Ex-yoga missionary unleashes rage
Arab Today, arab today Pluto's unruly moons

GMT 06:31 2015 Thursday ,04 June

Pluto's unruly moons
Arab Today, arab today Tesla back into red but revenue grows

GMT 07:27 2017 Thursday ,23 February

Tesla back into red but revenue grows
Arab Today, arab today Nissan enhances sales in most markets

GMT 14:08 2017 Monday ,20 February

Nissan enhances sales in most markets
Arab Today, arab today Salma Rashid happy for 'A Whisper of Love'

GMT 05:19 2017 Tuesday ,21 February

Salma Rashid happy for 'A Whisper of Love'
Arab Today, arab today Milan laughs while Rome cries

GMT 10:28 2017 Wednesday ,22 February

Milan laughs while Rome cries

GMT 06:41 2017 Monday ,20 February

Janat pleased for issuing 'Good Morning'

GMT 12:35 2017 Tuesday ,21 February

63-Year-Old Woman Delivers Baby

GMT 20:02 2017 Tuesday ,21 February

Nohan Seyam designs beautiful accessories

GMT 15:53 2017 Tuesday ,21 February

Small ponds have outsized impact

GMT 23:29 2017 Thursday ,16 February

Home built on sand castles-style costs $8m

GMT 07:51 2017 Wednesday ,22 February

Mom's immune system accepts babies

GMT 17:46 2017 Saturday ,18 February

Tourist guide reveals methods of tourist attractions

GMT 13:12 2015 Saturday ,09 May

Sheikh Sultan opens Sharjah Centre

GMT 12:22 2017 Monday ,20 February

Kanye West puts hijab-wearing model
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday