Mejora la comercialización de Vinos Alicante DOP en la campaña 20-21

The Vinos Alicante DOP closed the 2020-2021 season with a record marketing figure, exceeding 180,000 hectolitres. A result that confirms the sector's recovery after the harshest blow of the pandemic.

A record in context

Growth of close to 10% compared with the previous season is all the more commendable when you remember where the sector was coming from. The lockdown months, between the spring and summer of 2020, left the hospitality industry paralysed and dragged down many appellations. That Alicante DOP not only bounced back but posted its best figure speaks well of the solidity of its wineries.

Exports drive the recovery

The engine of the improvement was outside Spain. Although exported wine represents a minority share of sales, its advance was far greater than that of the whole. Germany remained the benchmark destination, but the most striking thing was the recovery of two key markets:

• The United States, which bought strongly again and consolidated its place among the leading customers.
• China, which also recovered volume after a difficult period.

That reactivation of the major international markets was decisive in closing the season in positive territory.

The domestic market, the pending task

Within Spain the balance was more bittersweet. The bulk of sales remains domestic, but the bottling destined for this market fell compared with the previous year. The explanation is well known: dependence on the hospitality industry, which was slow to regain its pace, penalises appellations closely tied to consumption in bars and restaurants.

What lessons the season leaves

The case of Alicante DOP illustrates well the two sides of the sector in those years. On the one hand, exports proved to be a safety net when the domestic market weakens. On the other, it became clear that relying too heavily on local hospitality is a risk that is best balanced with a greater presence in retail and digital channels.

The province of Alicante combines vineyards, sun and coast, an ideal mix for wine tourism. If you want to get to know its wineries and taste its wines at source, look for them in our search by provinces.