Viñedos y Bodegas Sierra Cantabria participates in the forum for journalists organised by the Círculo Fortuny at the Hotel Ritz.
Luxury is one of the main assets boasted by Spain as a “brand.” This strength, however, is often squandered, even though tourism represents one of the forces driving the country’s development. “The high-end sector represents values like creativity, excellence and the capacity to forge and distinguish brands. It is the best symbol we have,” noted yesterday the winemaker and oil producer Carlos Falcó, President of the Círculo Fortuny, an organization founded in 2011 with the goal of promoting and supporting luxury companies and industries. It lists 44 members, including a recent addition: Banco Santander. And it is Spain’s gastronomical and wine sector, given the renown the country’s cuisine currently enjoys, that represents one of the country’s greatest assets on the world stage.
The competition is much greater, and managing to enter European markets is more difficult. “Outside of Spain we are undervalued,” stated Miguel Eguren, president of the Sierra Cantabria winery. “The countries with the most traditional wine cultures tend to be proudly closed, and it is tough to carve out a niche. Thus, getting into France and Italy is more difficult, and we sell more in Switzerland, the United States and the Asian countries,” he explained.