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May 30, 2022 View:

Online sales become an opportunity for Rioja wine industry

Jos Luis Lapuente, director general of the Rioja Premium Appellation Regulatory Commission, said that the appellation currently accounts for 1% of wine sales through online sales channels, and plans to increase online sales to 4% in the next five years. Rioja sees online sales as an opportunity for the wine industry, as consumer behavior and habits have changed due to the coronavirus outbreak.

Image courtesy of: Penin Guide Spain

Looking back at the development of the entire appellation during the epidemic, Lapuente emphasizes that the Appellation Regulatory Board has tried to guarantee the safety of every staff member in order to support the continued operation of the entire wine industry in any situation. Therefore, during the last two months, we have developed a series of action plans and we are worried about the health of our staff, as well as the service and safety of the winery. On the other hand, during the home quarantine, we not only took significant action on the web to use celebrities to help us do business, but also distributed 10,000 security kits to our trade partners in the hospitality industry.

Lapuente also pointed out that the main countries to which Rioja currently exports are Canada, Ireland, the United States and the United Kingdom, while China has fallen from 5th to 11th in terms of exports according to the Regulatory Commission, a drop of 50%. The Chinese market is relatively underdeveloped, but it is a huge business and still plays an important role for Rioja"s wineries.