Consumers are hungry for information and differentiation"

This follows the conversation with Javier Murua on the issue of origin-based classification, which we started a few weeks ago here.

In your view, which guidelines should govern a new origin-based classification?
A wine of origin could follow the same principles of the traditional aging categories, although it should obviously be based on origin and not on aging times. But I insist: their differentiation is the main issue. And the way that both markets and consumers trace their acceptance based on that differentiation. Consumers will decide whether they prefer a wine from Elciego, Laguardia or Navaridas. But first comes the recognition of a generic pattern and then, from this common point, we will have different complexities.

How can this be achieved?
Differentiation must be at the centre of any portfolio expansion. If you are going to say that one of your wines comes from a particular village or vineyard, you must establish a real distinction from the rest of the wines that you produce and do not share that origin.

So the names of those origins must have meaning and content.
That's right. The name should be linked to the origin. Having a different name and the opportunity of using a name that is linked to its origin opens up the range of possibilities. But this range is just one more among those at your disposal such as ageing times, barrel types, harvesting methods, the age of the vines etc.

What should consumers expect out of all this? And is there a way of avoiding possible confusions?
Consumers are hungry for information and differentiation and they want to choose what they like. Having a diversity of wines based on their origin will awaken the consumers' curiosity. On the other hand, it is up to each brand and each producer to create awareness of their wines. On a collective level, the Regulatory Body should champion and promote the new categories."