From February 3rd to 5th, 2020, Barcelona will become the capital of Spanish wine. Together with Alimentaria Exhibitions, the city will host the first edition of the Barcelona Wine Week (BWW), a professional event that will bring together the bulk of the wine sector in Spain. Its Project Manager, Marta Macías -sumiller, technical engineer in the Food Industry and master’s degree in viticulture and oenology from the UPC-, explains some particularities of a show that has received a great reception from the wine sector, which had been demanding its own space for some time.
Barcelona Wine Week is born and Intervin disappears from Alimentaria. Why did the show need its own entity and different dates?
This change of date and format responds fundamentally to the needs of the sector. The world of wine has evolved and the previous format did not respond to the new demands of a constantly evolving market.
What has been the sector’s response?
Sensational. Several institutions of reference in the world of wine and cava, from the Spanish Wine Federation (FEV) to the Cava Institute and some of the main Spanish wineries and D.O. have welcomed with great satisfaction this show, which is born with the vocation of becoming an internationalization platform for the Spanish wine sector.
What are the main differences with respect to Intervin?
One of the most important is the implementation of a turnkey modular system that saves exhibitors costs and time. In this way, the return on investment is better.
Another difference is that the brands are organized by wine-growing territories…
We break with the layout of the usual space of the traditional fair and organize the brands by quality seals, something that seems much more practical in order to highlight the strengths of each area: wines of the land, wines of payment, designations of origin … and thus facilitate the work of buyers.
One of the great challenges of the show is to promote the internationalisation of Spanish wine. What lines will be followed?
Firstly, business meetings will be organised and high-level international buyers will be invited through the Hosted Buyers programme. On the other hand, there will also be the presence of the so-called VIP Buyers, national buyers from the sector with purchasing power, from distributors to wholesalers, retailers, etc. In fact, one of the strengths of Barcelona Wine Week is its vocation to be a faithful reflection of the state of the wine industry in Spain, in which new trends, startups and other projects that go through digitization can be identified, without forgetting the representatives of the traditional sector. This transversality is, in fact, one of the strong points of the show and one of its main attractions for the international market.
BWW will also promote sensory experiences linked to wine…
Indeed, BWW aims to become a space where you can enjoy wine from its most academic side, but also showing its most playful side. The sector asked us for new air, fresh ideas, fun… In short, to show the most informal side of wine. And that is what we are proposing: a place where you can learn and do business, but at the same time relax and enjoy yourself.
What activities are programmed?
BWWHub will be the main stage for the activities and will have four fundamental axes: knowledge (pairings, tastings, etc.), culture (from music to art or literature in relation to wine), digital transformation, and markets and networking. Gastronomy will play a fundamental role in the show with BWWGastronomy, a space that will count on the presence of chefs of recognised prestige: there will be pairings and diverse activities related to wine and the Mediterranean diet. It will also have an important area dedicated to cocktails and distillates, Barcelona Cocktail Art. And with the aim of involving the host city in the event, during the days of celebration we will launch BWW likes the city!, an action plan from which different commercial sectors will show their complicity with the world of wine.