Raquel Pérez ushers Barcelona Wine Week into a year‑round commercial era for Spanish wine

Raquel Pérez, an experienced leader in wine marketing and international trade, has been appointed president of Barcelona Wine Week. Her arrival coincides with a pivotal moment for Spanish wine: shifting consumer tastes, heightened global rivalry and reshaped export channels since the pandemic. Organisers expect Pérez’s track record in building export-ready brands and modernising market strategies will broaden the fair’s commercial footprint and strategic clout.

From a once-a-year showcase to a continuous trade engine

Pérez proposes to transform Barcelona Wine Week from a concentrated industry event into an ongoing B2B ecosystem that sustains commerce throughout the year. The emphasis will move toward curated commercial encounters, clearer exhibitor segmentation by export readiness, and digital tools that keep negotiations and tastings active beyond the physical show.

• Proactive buyer engagement: Targeted recruitment of importers, distributors and hospitality groups across key Asia‑Pacific markets such as China, Japan, South Korea and Southeast Asia.
• Scalable matchmaking: Pre-event profiling and scheduled one-to-one meetings to prioritise discussions with the greatest sales potential.
• Persistent marketplace: A multilingual online B2B hub with virtual tasting rooms so sample-sharing and contract talks continue year‑round.

Four strategic priorities shaping the programme

1. Premium positioning through provenance-driven narratives

The plan places Spanish wine more intentionally within premium on‑trade and specialist retail channels. Producers will be encouraged to foreground terroir, indigenous varieties and producer stories that appeal to sommeliers, boutique importers and discerning consumers-arguments that justify higher price points and foster brand loyalty.

2. Credible, measurable sustainability

Rather than broad pledges, exhibitors will be nudged toward transparent, quantifiable sustainability metrics: carbon emissions per bottle, irrigation efficiency per hectare, and the share of certified organic or biodynamic holdings. The fair intends to publish benchmarks and practical guides so producers can make defensible environmental claims.

3. Asia‑first commercial programming

Given evolving demand patterns in Asia‑Pacific, curated masterclasses and seminars will focus on local regulatory frameworks, cross‑border e‑commerce strategies, on‑trade listings and digital marketing techniques tailored to markets like Hong Kong, Tokyo and Singapore. The objective is to convert regional interest into concrete listings and distribution agreements.

4. Expanding formats and new consumption occasions

Dedicated zones will highlight non‑traditional categories-low‑ and no‑alcohol wines, single‑serve cans, and hybrid beverages-to reflect changing drinking contexts among younger buyers and hospitality operators. Think of these as the equivalent of pop‑up beverage concepts in city festivals: flexible, low‑barrier formats that accelerate trial.

How success will be measured (and why it matters)

The fair has translated strategy into operational ambitions: stronger APAC trade attendance (targeting mid‑ to high‑double digit growth), a persistent online B2B presence, and flagship forums that turn trend data into actionable commercial guidance. These outcomes are designed to increase listings, volume contracts and long‑term export value for Spanish wine.

What visitors and exhibitors can expect

• Barcelona Wine Week Insight Observatory: A trade analytics dashboard that aggregates buyer flow, pricing signals and consumer preferences from priority markets so producers can time launches and adapt blends or packaging.
• Enhanced hosted‑buyer programme: Longer, sequenced appointments with post‑show commercial follow up to lift conversion rates from meetings to orders.
• Multilingual digital platform: An app featuring searchable catalogues, real‑time scheduling and virtual tastings to bridge time zones and extend engagement.

Catalonia on centre stage: provenance backed by proof

Catalan appellations are expected to feature prominently, showcasing premium reds and Mediterranean whites that travel well across cuisines. The fair will push these producers to pair evocative storytelling with verifiable sustainability information-lifecycle analyses, lighter bottle initiatives and recycled packaging-to strengthen their appeal in discerning export markets.

Practical sustainability actions

The sustainability strand targets achievable, auditable changes rather than aspirational language. Initiatives include:

• Comprehensive lifecycle audits spanning vineyard practices to international logistics.
• Recommended bottle‑weight reduction targets and guidance on recyclable materials.
• Biodiversity programmes and water‑saving techniques adapted to Mediterranean viticulture.
• Social responsibility commitments linked to fair labour practices and local community investment.

Market context: trends driving the shift

Consumption patterns are evolving globally: premiumisation persists in mature markets while Asia‑Pacific remains one of the fastest‑expanding import regions for European wine. At the same time, digital sales channels and new hospitality formats are increasing demand for flexible packaging and lower‑alcohol options. By combining market intelligence, buyer facilitation and verified sustainability credentials, Barcelona Wine Week under Raquel Pérez aims to help Spanish wine capture these commercial opportunities more effectively.

Conclusion: modernisation without losing identity

Raquel Pérez’s leadership signals a determination to modernise Barcelona Wine Week while preserving its role as a showcase for Spanish wine quality and diversity. The vision is a fair that celebrates region and style but also delivers tangible commercial outcomes-continuous connections, measurable sustainability claims and sharpened access to growth markets across Asia‑Pacific. The industry will be watching how those plans convert into orders, listings and measurable export gains.