SPAIN: €20m plans unveiled by Gonzalez Byass
Gonzalez Byass has unveiled a €20m plan intended to make the company a 1m case producer of table wines in the next few years and turn itself into a 'one stop shop' for buyers.
Though best known for its range of fortified wines, with the likes of Tio Pepe and Croft sherries, Gonzalez Byass also has a range of non-fortified wines from across Spain. It is these which it plans to grow significantly in the coming years.
Within the next year, the company expects to be able to present a portfolio including branded table wines, Rioja, sherry, cava and brandy to prospective buyers.
Central to the expansion is the creation of a 200,000 case mid-price brand from their own recently-planted vineyards at Otero in Toledo.
Following a €12m investment in land and winery, the group expect the first crop from the vines this year, and hope that the first actual wines of the as-yet unnamed new brand will hit the market in about a year's time.
Unusually, the wine is not aimed at the domestic market, but intended mostly for export.
'We started at the market and worked back to the production,' says Enrique Valero, the company's recently-appointed international wine director. 'We want it to be a worldwide project - to create a strong brand that people can buy into, but that still means Spain to them.'
Initially the group will be focusing heavily on the UK, where they have a dedicated office, but, all being well, there are plans to roll the new wine out in the US and northern Europe as well.
Currently, the group's still wine sales are around 600,000 cases, but with increased production of their Castel de Vilarnau cava, Beronia from Rioja and the new brand from Toledo, the group are forecasting annual sales of 1m cases inside the next few years.
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