Top Editors ... IBERWINE, 13th-15th November IFEMA-Madrid

Title: IBERWINE, 13th-15th November IFEMA-Madrid
Date: 16/10/2007
Autor: The Food World

• The most important event of the year for Latin
American wine will be held in Madrid in November
• IBERWINE’s philosophy is its international character. In
2008 it will be held in Miami
• For the very first time, the general public can visit the
fair and take part in the different activities that are
organised, thus enjoying the wine experience

A new concept
IBERWINE 2007 arrives with an international philosophy, and the aim of
taking the wine culture to the general public. On 13th-15th November,
pavilion 8 at Ifema will be a meeting point for professionals and wine
enthusiasts, who will come together at a fair covering 12,000 square
metres, full of new ideas to help business along amongst professionals
and to whet the senses of all the fair’s visitors.
Madrid is setting itself up as the headquarters of the most important Latin
American sectorial fairs at a national level. It poses firm competition
against wine fairs of great renown such as Vinitaly in Italy and Vinexpo in
France.
In view of their potential and relevant presence on the world market, the
vineyards of Spain, Portugal and Latin America will play the leading role in
this innovative edition of IBERWINE, which is presented with a renovated,
fresh concept that goes beyond the traditional philosophy of a wine fair.
Vineyard owners, enologists, sommeliers and caterers will be meeting at
this venue that has already become a business and commerce centre for
the wine sector. On this occasion the fair’s doors will also be opening to
wine enthusiasts who will be able to discover vineyards’ latest offers as
well as participating in the different cultural initiatives and a variety of
educational spaces organised by IBERWINE. Approximately 20,000 visitors
are expected, including professionals and enthusiasts from all the world
over.
The big buyers will be at IBERWINE too, and this year we are also backing
the presence of international personalities. A Business Centre will be
located in the pavilion and it will be provide areas for professional
meetings between vineyards and buyers, to help transactions get
underway smoothly and quickly.

The current commitment for innovation, investment in infrastructures and
new labels on the Spanish wine sector is interspersed with a downward
trend in wine consumption that has been observed for the last few years.
Despite a 12.4% increase in Designation of Origin wine sales, total wine
consumption fell 2.8% in the first quarter of 2007. One of the reasons for
these figures is the fall in table wine sales. However, Spain maintains its
world leading position in the sector and is also number one in terms of
vineyard surface area and number three in wine exports, behind Italy and
France.
IBERWINE has chosen the US wine market as part of its international
growth policy. From 2008 onwards, the fair will be held alternately in
Madrid and in Miami, every other year. Although the US is currently in
third position, behind France and Italy, as wine consumers, it is expected
that it will take the leading position by 2010.
Furthermore, this market also has a particularly interesting focus because
25% of wine purchased in the US is imported. Although Spain is still only
ranked as the fifth biggest exporting country to the US, accounting for
5.6% of its imports, the figure is rising substantially each year. New
Zealand, South Africa and Argentina are Spain’s main competitors, with an
annual import growth of 376%, 271% and 144.9% respectively. This
situation represents a real challenge for the Spanish market, and confirms
the need for IBERWINE to be held in a setting that is still undergoing full
development, and where European tradition is in a position to contribute
its wealth of experience and expertise.

The need for exports in Portugal
The Portuguese wine sector has been undergoing a marked process of
modernisation and innovation and this is reflected in the rising position of
its wines on the world market. However, the international confirmation of
the US consultants Global Monitor, the key to Portugal’s wine take-off is to
take advantage of opportunities in the export share as well as the major
growth in wine consumption in countries such as the US. The United
Kingdom leads Europe in terms of increased wine consumption in recent
years, but Portugal has only increased its exports to the UK by 1.9%,
while Chile and Australia have increased their exports by 20%.
At IBERWINE, Portuguese vineyards will be able to make contact with the
major international wine buyers. Here, they will have the opportunity to
demonstrate the excellence of their wines and to solve their export
stumbling blocks.

The Latin American wine production “collage”
After a few years of slight recovery in terms of wine consumption, 2007
reveals that Chile is again amongst the producing countries with the
lowest rates of wine consumption, at 16 litres per head. However, Chile
has the major advantage of being one of the exporting countries with the
greatest presence in the US, UK and Germany, accounting for 50% of
wine imports worldwide.
During 2006, Argentina registered a 1.2% increase in wine consumption in
comparison with figures from the preceding year. This shows the healthy
state of the Argentinean wine sector, which also deals with key importing
countries such as Brazil, where its labels are gaining such ground as to
create commercial conflicts.
Uruguay is amongst the 10 countries with the highest wine consumption,
at 24 litres per person per year. Despite measures taken, including a fall
in wine production, 2007 has registered a surplus stock of 39 million litres
of wine that must be allocated to exportation. Brazil is Uruguay’s principal
buyer, followed by Canada, the US, Mexico and the European Union.
Sparkling wine is Brazil’s best resource. In 2006 it underwent a 30%
increase in comparison with the 10.2 million litres recorded the previous
year. Wine still plays a secondary role in Brazilian drinking habits, where
beer is the common denominator.

The need for a fair like IBERWINE
IBERWINE provides a means of gaining strength in this unstable
panorama. The quality and fame of Latin American wines deserve to be
driven forward and promoted so that they can get a stronger name
international market. Actions are being set up in different social fields,
such as wine federations and associations in order to favour their
relaunching in the sector. This is the purpose of the initiatives towards
competition and profitability that are being promoted by the Spanish Wine
Federation and the 2010 Wine Strategy programme run by the Ministry of
Agriculture, Fisheries and Food. However, in this context, a venue has
always been lacking to bring together all the stakeholders and channels
involved in the wine sector. This is IBERWINE’s precise objective.

The role of wine tourism
Wine tourism will enjoy special relevance at IBERWINE 2007 as a result of
the presence of leisure chains and specialised organisations. Behind every
bottle of wine there is an elaborate production process that starts on the
grapevine and ends when the wine is enjoyed. The secrets involved in this
process have become a very appealing focus of interest and wine tourism
amongst consumers and set themselves up amongst the top ranks of the
Portuguese wines is still a pending matter. According to a report issued by
IBERWINE in Miami. A panorama of Spanish wines and its international growth
is now being offered as an alternative to traditional tourism. Many Spanish
vineyards offer activities, lodging, and training on wine, which makes wine
culture even more interesting than before, if this is conceivable.
In IBERWINE’s “Travel to the Wine” area, companies, institutes and
Autonomous Communities will be presenting tourist packages and
information on wine. Here, it will be possible to promote these services
and make direct bookings.

IBERWINE 2007 activities
Wine enthusiasts will find a broad range of initiatives in IBERWINE’s
different areas in order to discover the different features of wine at first
hand, and further their wine experience.
• Iberwine International Wine Fair Awards Competition. IBERWINE
2007 will be the eighth edition of this competition that holds such
extraordinary prestige because of the great participation of vineyards and
the excellent renown of the tasters who analyse the samples. Last year, in
2006, more than 700 national and international wines underwent blind
tasting by 18 specialists, who adjudicated the grand award to Gra a Gra
from the Gramona S.A.vineyard.
This year, Jesús Flores, the competition director, will be chairing a board
of more than 14 national and international tasters who will be adjudicating
the “Grand Award” “Gold Medal” and “Silver Medal” awards to the best
wines.
As in past years, all national and international wines are eligible providing
that they meet the terms established in law 24/2003 on Vines and Wine,
and comply with the definitions laid down by the O.I.V. (International
Organisation of Vine and Wine). 11th October is the deadline for receiving
application forms and samples. Wine tasting will take place on 15-17th
October.
• The Auction of the year. This is one of IBERWINE’s most innovative
initiatives in view of Spain’s lack of experience in this type of auction.
Excellent vintages, reserves, wines that are impossible to find on the
market, and so on. Bids for wine will be placed on well-balanced lots that
will surprise even the most demanding sommeliers. The prestigious
auction house Sala Retiro will oversee the sale of 60 lots, each of which
will be a collection piece for wine lovers.

• Wine tasting classes.
Knowing a wine’s peculiarities, and distinguishing its colour, smell and taste
are fundamental when choosing a good wine, from the youngest white to the most exclusive reserve.
IBERWINE will provide the key to wine tasting to its visitors through its
“Popular Wine Tasting”. In order to ensure that the event is organised
perfectly, anyone who is interested in attending these classes should
register on the website www.iberwine.es

• Special debates and wine tasting. Pancho Campo, Master of Wine
candidate, will be in charge of leading these sessions to analyse the
current state of red-hot issues in the wine world. Mr. Campo, a former
professional tennis player, who studied grape and wine growing at
University of California Davis and has attended numerous courses in
Bordeaux, London and Austria, is one of the most prestigious specialists in
Spain. He will be accompanied by the very best international professionals
at IBERWINE. To find out about seating capacity at each of these sessions,
please register on the website www.iberwine.es
• How to sell Spanish wines in the US and the United Kingdom
• How to improve wine sales at Spanish restaurants
• Wine tasting and comments on the 12 best Spanish wines
• Wine tasting and comments on some of the best wines in the world
• Climate change in the wine industry: science fiction or fact
• Formulas to increase wine consumption in Spain

• “A good nose”. Women sommelier contest. Another new idea that
IBERWINE will be surprising us with is this award that will see the best
women in recognising and selecting wines performing before a board of
experts. Representatives from all the Autonomous Communities will be
taking part in this contest that starts with a theoretical part and then the
finalists will have to use all their skills to draw up menus for certain wines,
matching foods and wines, thus showing that women now also have a
large say in what was an exclusively male world until a very few years ago.

• Wine Lounge concert. At Iberwine, the composer Juan Belda will be
presenting his compositions inspired by wine. For an hour, the stage will
be filled with colours and light to accompany the experimental music
composed by this Canary artist who has a successful career behind him.
• Five star food and wine marriages. Food and wine marriage is the art
of managing to match food creations with wines that contribute the
greatest essence and added value. At this event the most famous chefs
and sommeliers will be explaining the keys to a perfect marriage. One of
the aims of this programme is to put an end to some of the topics that
crop up in the world of wine drinking and to offer new ideas to enjoy good
eating and drinking to a maximum.

IBERWINE 2007 spaces
• Sensorial workshop. Sight, smell and taste are the senses that are
brought out vividly with a glass of wine. These will form the cornerstones
of the IBERWINE sensorial workshop.
The first step in this workshop will be to appreciate wines’ different
colours, using large wine glasses. These shades depend on important
factors such as aging and grape variety.
Twelve cylinders will house the essential aromas that can be found in a
glass of wine. Visitors will discover the importance of fruity aromas, and
compare the intensity of different wines.
The four basic wine flavours, sweet, savoury, acid and bitter, will be
identified in the experimentation zone.
At the end of the workshop, participants will be able to put their
knowledge to the test by completing a form. The person with the highest
score will be awarded a mystery prize.

• Grape variety classroom. The grape variety used to make a wine
determines the whole wine structure. From classic single-variety wines to
the most complex multi-variety ones, there is a wide range simply
teaming with personality. The grape variety classroom will offer a quick
and easy guide on the influence that different grapes have on the final
wine flavour.

Each wine presented here can be tasted and its technical specifications will
be provided to inform visitors of all its characteristics.

The classroom will be divided into four different zones:
• Single-variety wines. The notable single-variety wines of
Spain, Portugal and Latin America will be presented here.
• Ecological / Biodynamic wines. With the presence of reds,
rosés, whites and cavas.
• Rosés. This area will focus on rosés, cavas and sparkling
wines.
• New projects. Here vineyards will have a shop window for
presenting their new products, brands and labels. New forms
of packaging can also be evaluated, along with wine-related
products and drinks.

• Wine Bar. This is one of IBERWINE’s points of reference. Here visitors
can enjoy the taste of a good glass of wine in a relaxed atmosphere, in an
area that has been completely set aside from the fair, where wine and
conversation play the leading roles. Visitors can use the three drink
vouchers attached to their entrance tickets in the Wine Bar. There will be
a wide selection of the best brands and vintages so that visitors can use
what they have learned at IBERWINE in order to select the wine they wish
to enjoy.
The IBERWINE 2007 team
Emporio Ferial. This company has an 8-year background of organising
and promoting events principally related to the grape and wine world,
gastronomy and food.
Cuadrifolio. This company has over 20-years of experience, specialising
in designing, producing and setting up ephemeral architecture, and
creating unique and personalised spaces.
Vinoselección. With more than 75,000 members in Spain, and a
presence in Canada and Latin America, this wine club has confirmed its
position as the largest and oldest Wine Club in Spain. Since it was started
in 1973, its founder, Massimo Galimberti, has backed on-going initiatives
and projects for Spanish and Portuguese wines, to enhance their potential
on other international markets.

PRESS CONTACT
Carmen García Campos
Emporio Ferial, S.A.
C/Velázquez, 28. 2º Izq
28001 Madrid
+34 91 426 07 80/ +34 686 41 75 26
cgarcia@iberwine.es
Nuria Martínez
nmartinez@ibewine.es