EDA Drinks & Wine Campus, part of the Basque Culinary Centre ecosystem, in collaboration with Círculo Fortuny, presented the seminar ‘Fine Wine Strategy: How to Position Our Wines’ in Madrid. The event, which will take place on 15 September in the capital, will explore how Spanish wineries can strengthen their presence in the global market for high-end and collectible wines.
The initiative focuses on a category defined by origin, identity, ageing potential, international recognition, sustained demand and value over time. Fine wine encompasses wines that go beyond immediate consumption and are linked to culture, gastronomy, collecting and specialist markets.
According to the data presented at the launch, Spain has more than 250 wines that could be considered fine wines on the primary market. However, only between 30 and 60 labels are actively traded on the international secondary market, where collectors, merchants and platforms such as Liv-ex, Sotheby’s and Christie’s Wine operate.
This discrepancy between recognised quality and presence on the international stage poses a challenge for the sector. Spain has wineries, wine-growing regions, heritage and technical expertise, but it needs to strengthen the positioning tools that enable it to convert recognition into demand, visibility and brand value.
The event on 15 September will analyse the key factors involved in this process. These include a sense of place, the uniqueness of the vintage, consistency, scarcity, specialist reviews, international distribution and the ability to craft a narrative that resonates with influencers and buyers across different markets.
The programme will bring together experts and professionals with international experience. The session will begin with a keynote speech by Pedro Ballesteros MW, focusing on leading fine wine strategies in other markets. Other speakers will include Pablo Álvarez from Tempos Vega Sicilia, Sarah Jane Evans MW, Ferrán Centelles and Paco Berciano, founder and co-owner of Alma Vinos Únicos and Vinoteca El Lagar.
Following the opening address, there will be a round-table discussion with internationally renowned winemakers on building a solid and coherent narrative around fine wine. The programme will continue with themed panels focusing on the attributes that define this category and will conclude with a tasting of six fine wines.
Speaking at the event’s launch were Joxe Mari Aizega, managing director of the Basque Culinary Centre; Xandra Falcó, president of Círculo Fortuny; and Elisa Ucar, director of EDA Drinks & Wine Campus. Their remarks addressed the role of training, professionalisation, country branding and secondary markets in the international promotion of Spanish wine.
Aizega argued for the need to treat fine wine as a strategic area for building positioning, narrative and long-term value. Drawing on the ecosystem of the Basque Culinary Centre and the EDA Drinks & Wine Campus, he highlighted gastronomy, knowledge and professionalisation as tools for connecting origin, identity and international reach.
Falcó emphasised the importance of strengthening the country brand and supporting Spanish wineries that have already forged a path in this segment. In his speech, he cited examples such as Vega Sicilia, Pingus, Álvaro Palacios, Murrieta and Teso La Monja – names that have helped to establish certain Spanish labels in the international perception of premium wine.
Ucar emphasised that Spain has wines that convey their origin and proven quality, but must make progress in crafting a narrative and designing a strategy with an international outlook. He also highlighted the milestone achieved by Vega Sicilia in 2024 when it took first place in the Liv-ex Power 100 ranking.
The September event will aim to provide a roadmap enabling more Spanish wineries to implement a fine wine strategy and compete in a market where prestige depends not only on product excellence, but also on reputation, demand, distribution and longevity.
