Could Rías Baixas See a Doubling in Revenue?

The Spanish origin Rías Baixas has published its Master Plan 2030, which promises significant increases.

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The DO Rias Baixas is known for its white wines influenced by the Atlantic. (Photo: Xurxo Lobato/DO Rias Baixas)
The DO Rias Baixas is known for its white wines influenced by the Atlantic. (Photo: Xurxo Lobato/DO Rias Baixas)

The Rías Baixas Designation of Origin from Galicia in north-west Spain has commissioned the Boston Consulting Group to draw up a strategic plan on how the DO should optimise its future development. Through this Master Plan 2030, the authors expect, over the next six years, to nearly double the revenue of the DO, which at the time of the plan's creation was around €160m.

The plan is based on four pillars.

  Production increase

Firstly, the goal is to increase wine production without compromising quality. The cultivation areas are to be expanded, but in a controlled manner and based on a common strategy. The specifics have not been disclosed.

  More exports

The second pillar focuses on foreign markets. The aim is to increase the export of DO wines. Currently, about two-thirds of Rías Baixas wines are sold in Spain, with only a third being exported. According to a related study, half of the exports go to the USA and the UK. The plan is to identify and establish a presence in strategic markets without neglecting domestic sales.

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  Premiumisation

The strategy paper identifies the trend towards premium wines as the third pillar. Rías Baixas wines, particularly noted for their aged varieties and crianzas, possess significant potential to penetrate the upper segment of the market. "This is an important market trend that, due to its qualities, represents an excellent opportunity for the wines of Rías Baixas," the Master Plan states. The market study found that the wines are considered high-quality and very affordable, especially on the international markets. Albariño from Rias Baixas stands out in the international comparison with similarly positioned appellations for its excellent value for money.

  Sustainability

As the fourth and final pillar, the DO plans to focus on sustainability and, for example, develop an unspecified tracking tool "at the highest level of technology." MS/ITP

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