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IMPERIAL BEVERAGE HIGHLIGHTS FENAVIN AS A GREAT OPPORTUNITY TO DISCOVER NEW BRANDS AND CONNECT WITH SPANISH WINERIES

Jaime Hamilton, Wine Selection Manager at Imperial Beverage, a U.S. beverage distribution company, highlights the excellent opportunity that FENAVIN, the National Wine Fair, represents for discovering new brands and establishing business relationships with Spanish wineries. The event, which will take place from May 6 to 8 in Ciudad Real, serves as a key platform for sourcing wines and expanding their portfolio. With extensive experience in wine import and distribution in the United States, the company evaluates several key factors when selecting wineries and wines for its portfolio.

One of the fundamental aspects for Imperial Beverage is the price-to-quality ratio, ensuring that selected wines have a clear point of differentiation and a competitive advantage compared to others in the same region or price range. Additionally, they value the history and background of the producer, which is an essential element in strengthening brand storytelling in the U.S. market.

Hamilton points out that sustainability is an important added value, especially for the retail sector, where storytelling plays a key role in brand recognition. However, in large retail chains, these factors may be less decisive in purchasing decisions.

Another crucial aspect for Imperial Beverage is the sales support provided by wineries. In this regard, factors such as winemaker visits, supplier incentives, marketing tools, an optimized website, and detailed product sheets/training for the sales team are considered strategic elements to maximize a wine's success in the market.

Regarding the Spanish wine regions they are most familiar with, Imperial Beverage highlights its experience with Penedès, Rioja, Rías Baixas, and Jerez & Sanlúcar—regions that have demonstrated strong potential in the U.S. market.

Looking ahead to the upcoming edition of FENAVIN, Jaime Hamilton expresses her enthusiasm for attending and learning more about Spain's wine offer. She emphasizes that the fair represents an excellent platform for connecting with new wineries and strengthening the presence of Spanish wines in the international market.