Wine awareness vs. consumption in Catalunya

A recent study carried out by the Catalan Institute of Wine and Vine shows that consumers here in Catalunya have a positive awareness of regional wines, but that there is a "disconnection between awareness, valuation and consumption" according the Joaquim Llena, Minister of Agriculture, Food and Rural Action for the Catalan Government.

Catalan wine consumers were able on average to name six D.O. regions in Spain and three of the first five mentioned were D.O.s of Catalunya. The D.O. most named was Penedes at 83%, followed by La Rioja (80%), Priorat (66%) and Emporda (34%). 61% of consumers felt that Catalan wines have improved a great deal in quality.

However, in terms of marketshare here, Catalan wines have a 28% share, behind Rioja (36%) but ahead of Ribera del Duero (7%). In restuarants Rioja leads with 43% over Catalan wines at 26%. In the off-premise trade Catalan wines do better at 29% versus 31% for Rioja.

Minister Joaquim Llena pointed to the need of better efforts in the promotion and communication in support of regional wines. He gave present efforts a score of 4 out 10 points.