Bodegas Manzanos is a family business with a long history behind it. Since the fifth generation took the reins of the company in 2010, the winery has experienced strong growth that has allowed it to take its wines to more than 70 countries around the world.
With wineries in Haro, Azagra and Campanas, the company sells more than 10 million bottles a year (vs. 90,000 bottles in 2009) thanks to a catalog in which wines with DOC Rioja and DO Navarra predominate (its wineries are the most old of both denominations), but where Cavas or Riberas del Duero and Guadiana are also present.
A STRATEGIC CHANGE
The health crisis caused by the pandemic that we experienced in 2020 caused many economic sectors to falter, and wine production was no exception. Laura Mateo, head of Marketing at Bodegas Manzanos, explains that “although some businesses were able to remain spectators of that situation, others had to innovate in capital letters. And when I talk about innovating, I don’t just mean investing in technology that will help us improve processes. or to lighten the structure, but above all to change the company’s strategy and to change our operation, trying another one that would be more valid to overcome the closure of the global restaurant for more than two years.
The result of this change of focus was the creation of its own structure in the United States, where Bodegas Manzanos already sold its wines through importers. “The leap was not easy, since we went from having a team on site in the winery, to creating another in a country that was bureaucratically and legally unknown to us and, furthermore, as large as it was unknown. Today we feel like a farmer: starting to harvest after planting, but convinced that the step we took was the correct one,” says Laura Mateo.
PERSPECTIVES
Looking to the future, those responsible for Bodegas Manzanos are committed to avoiding price battles to continue growing in value in different markets. “Spain still has a long way to go in terms of the internationalization of our wines. It is up to us, as producers, to make efforts to make them known to audiences who do not yet enjoy them and to gain share in emerging markets and increase the price en masse. and quality in mature markets”, concludes the manager of a winery that so far this year has received 126 of its wines rated between 98 and 90 points by reference publications such as Mundus Vini, Decanter, Guía Peñin, Guía Gourmet, James Suckling, Wine Enthusiast or Wine Spectator.
QUALITY WINE TOURISM
One of the elements that defines Bodegas Manzanos is its commitment to wine tourism. In this sense, thousands of Tripadvisor users have chosen the winery as the number 1 attraction in Haro, the birthplace of Rioja. In addition, its facilities have received the Travelers’ Choice 2023 award this year, a reward that only the 10% of global experiences most valued by users receive.
Article in El Mundo: https://www.elmundo.es/economia/actualidad-economica/uestudio/2023/10/17/652e54ebe4d4d8a5298b45a8.html
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