INTERVIEW WITH / ENTREVISTA A SUSANA GARCÍA DOLLA, DIRECTOR OF THE SPANISH WINE BOARD

2020 will obviously be remembered as the “Year of Covid-19”. It has been a strange year which has caused many problems in several walks of life. In our industry, the wine industry, the effect has been far-reaching: fairs and events cancelled throughout Spain and abroad, loss of sales due to the closing down of the hospitality sector, etc. But now it is time for us to adapt to the new reality, move forward and look at the glass as being #SempreMedioLena (always half full) in the words of the Spanish Wine Board’s new campaign. The Spanish Wine Board has put together various initiatives that invite people to actively seek out and share good news and to raise a toast to all the good things in life, with a glass of Spanish wine, of course.

The Rozalén concerts in September were the highlight of the competition, a promotion launched by the Spanish Wine Board at the end of June to coincide with the so-called “return to normal” after almost 3 months of lockdown. Given the circumstances, it was obvious to us that we had to work on developing messaging and activities with a dual purpose: on the one hand, to build consumer confidence in this return to normality, and on the other, to support the hospitality sector, which has been hard hit by this crisis and which is so important to the wine industry.