Good morning, winemakers and wine lovers of the Canary Islands. It is an honour to be here today in this land of volcanic landscapes and Atlantic winds—a place that tells a story simply by existing. And it is precisely that story, the story of its origin, that must be the cornerstone of your strategy to conquer the wine world.

I was asked to speak to you about how to position a wine region globally and share key ideas to help conquer new markets. It’s true—we have the experience of building the Rioja brand in Russia. But there aren’t many secrets.

Aside from a little creativity we might have brought to the table, it was mainly thanks to a large budget. At the time, Rioja invested nearly €15 million just to promote the Rioja brand globally, of which I believe €10 million went to Spain and around €5 or €6 million abroad. We started with an annual investment of €100,000 for Russia, and over eight years, we grew to a budget of half a million euros. And what did we achieve?

According to Mi Vino, we positioned the Rioja brand above Spain itself, above Italy and Bordeaux, and moved from 12th to 5th place in Rioja wine sales. But honestly, we’re not here to talk about past glories or to follow trends—we’re here to create them.

Canary Islands wines shouldn’t try to imitate the world’s great wine regions—they should enhance what makes them unique. My aim today is to outline how to build a strong wine identity and how that identity will open doors to international markets.

There is an irresistible narrative here: volcanic terroir and pre-phylloxera vines. Your first and most valuable asset is your terroir. Wine is liquid history, and Canary wine tells an epic story. Volcanic soils, minerality, and the unique nuances that lava and ash give to your grapes—these are unbeatable selling points. Speak of the volcano’s expression in every sip, of how the black earth nourishes vines that fight to survive.

It’s not just a type of soil—it’s a philosophy. Pre-phylloxera vines make the Canaries a sanctuary. Few places on Earth can boast vines that survived phylloxera. This is not just a curiosity—it is a genetic and cultural heritage that connects you directly to the global history of wine. Imagine communicating that your wines come from vines over a century old, from ancient rootstocks that don’t need grafting. This kind of authenticity resonates deeply with a market hungry for uniqueness.

Your native varieties too—Gual, Bihariego, Listán Negro, Malvasía Volcánica—these names should be your banners. These are grapes you won’t find in Bordeaux or Napa Valley. Each bottle should be an invitation to discover a unique flavour, an unrepeatable expression that only the Canary Islands can offer. Focus on them, master them, and turn them into your ambassadors.

There’s more: sustainability and the landscape, beyond the wine itself. Today’s consumer buys more than just a bottle—they buy values. The Canary Islands are a natural laboratory of sustainability. Heroic viticulture, the way you grow vines on impossible slopes, defying gravity and wind, is a story of effort and passion. It’s heroic viticulture.

Communicate that. Show the manual labour, the respect for the environment, the resilience of your growers, the biodiversity, and the natural setting. Several of your islands are UNESCO Biosphere Reserves. Integrate the richness of your flora and fauna into the narrative of your wines. Speak of an ecosystem in balance, where the vine coexists with nature.

Then there’s wine tourism—genuine and authentic. Your wineries and vineyards don’t just offer wine—they offer an immersive experience in a unique volcanic and cultural landscape. Make wine tourism a pillar that draws visitors in and turns them into ambassadors of your wines. It’s not just about tasting—it’s about living the Canary Islands.

The Atlantic is your differentiator. All wines have maritime influence—the salty breeze, the ocean’s humidity, the Atlantic’s impact. All this shapes the character of your wines. Freshness, salinity, proximity to the sea give many of your wines a freshness and salinity that make them unique. This profile is highly sought after by sommeliers and adventurous consumers. It’s an ocean-driven flavour you can capitalise on. Though you are in the tropics, your climate is Atlantic—this allows you to make wines with vibrant acidity and a mineral character that sets them apart from wines in similar latitudes.

What would the strategies be for market access, focus, and positioning? Once you are clear on your identity, you must know where and how to tell your story. Target niche markets and premium HoReCa channels. Don’t try to compete in volume with the big players. Aim for high-end restaurants, specialist shops, and influential sommeliers. These professionals are the perfect ambassadors for a product with such a rich story.

You need a clear and consistent narrative. Have a unified, powerful message. Each winery, each denomination of origin should tell the same great story of the Canary Islands—but in its own voice. Invest in great design, in labels that tell the story, in communication materials that express your uniqueness.

Collaboration and regional branding—work together. The DOs, the regional government, the wineries—unity is strength. A strong, coherent Canary Islands wine brand that showcases and promotes the diversity of its islands will be far more powerful than individual efforts. The Canaries hold a gift in their hands—a winemaking potential that is both a geographical anomaly and an oenological gem. Something authentic. Something with soul. And you have all of it.

The challenge is to articulate that authenticity, to tell that story with passion and strategy. Let the volcano and the Atlantic speak through every bottle. Forge that Atlantic footprint and take the unique flavour of the Canaries to every corner of the world.

Which are the key markets for Canary wine, and what would the strategy for access and positioning be? As a wine strategy consultant, my recommendation for exporting Canary wine would focus on niche and high-value markets, where uniqueness, story, and premium quality are appreciated and justify a fair price. Forget the price war—focus on intrinsic value.

Here are some key markets and why they matter:

United States
Despite Trump’s threats of 20–50% tariffs, any potential import duty hikes would affect all of Europe—not just Spain. Why the US? It’s a major market for fine and specialist wines. It’s the world’s largest wine consumer, with a growing segment of sommeliers and chefs seeking wines with unique stories, limited production, and distinctive flavour profiles. Volcanic wines and pre-phylloxera varieties fit this demand perfectly.

There’s a culture of exploration—US consumers are curious and open to trying wines from lesser-known regions, especially when accompanied by a compelling narrative. Their strong purchasing power allows us to position Canary wine in the premium segment, competing on quality and uniqueness, not price.

There is also some awareness of the Canary Islands as a travel destination. Although North American tourism is still in its early stages, the recognition of the Canaries as a holiday spot can generate curiosity about local products. The market entry strategy would be via premium HoReCa: Michelin-starred restaurants, boutique hotels, and specialist wine bars in cities like New York, LA, San Francisco, Chicago, and Miami. Approach importers with portfolios of artisanal, organic, or unique wines who can understand and convey the Canary Islands narrative.

Education through guided tastings—host tastings for sommeliers, wine press, and opinion leaders so they can understand the richness and history behind each bottle.

United Kingdom
Why? Because of its long-standing wine culture and openness to diversity. The UK is a mature, sophisticated market with a strong import tradition and consumers who value wine with identity and a good story. London remains the wine capital of the world and a major hub for global wine trade, with a high concentration of critics, sommeliers, importers, and auctioneers. There is strong interest in quality wines and origin.

Despite post-Brexit uncertainty, the fine and boutique wine segment remains strong. Entry strategy: work with specialised distributors and independent wine shops like Oatley’s Treasures. Partner with those serving high-end hospitality and informed clientele. Trade fairs can also open doors—especially more specialised, niche events rather than large generalist expos.

Target wine media—aim for reviews and articles in publications like Decanter or Jancis Robinson to build visibility.

Nordic Countries: Sweden, Norway, Denmark, Finland
Why? These are monopoly markets with high purchasing power. Though governed by state-run monopolies—Systembolaget in Sweden, Vinmonopolet in Norway, Alko in Finland—they are known for high interest in unique, organic, sustainable products with added value. The story of historical viticulture and sustainability fits perfectly.

Let’s not forget that 15% of these markets are open to direct importation for hospitality. That’s where we should be—before even entering the monopolies, which run their own tenders and choose what to buy. These are cultures of selective, responsible consumption. They value quality over quantity and are willing to pay more for products with clear origin and environmental integrity. The limited production of many Canary wines is an asset in these markets.

Strategy: compete in tenders when they arise, tailoring wines to fit their specific requirements and highlighting their uniqueness. Partner with local agents who understand both the monopolies and HoReCa markets. Many would gladly take exclusive representation and help promote Canary wines in the on-trade even before the monopolies pick them up.

Germany
This is a terroir-sensitive, quality-driven market. While German consumers are known for price sensitivity in some segments, there’s also deep appreciation for terroir-driven wines and consistent quality. There’s strong interest in niche wines and small producers.

Germany is a major importer—every German is potentially an importer. Every town has a wine shop supplying locals and nearby restaurants. These are called Fachhändler, and they are always open to new regions and styles. Also, Germany sees the Canary Islands as a tourist destination. That tourism link can spark interest in local products.

Strategy: find importers focused on artisanal wines—look among those Fachhändler, large or small, who work with small to medium-sized wineries offering unique propositions. Specialist wine shops could be your entry into mid- and high-level gastronomy. Position your wines in that channel, which values differentiation. Also, attend regional and thematic wine fairs, beyond the major ones like ProWein, in search of more focused, quality-oriented events.

Final considerations for success
Consistency and quality. Uniqueness must go hand in hand with impeccable quality. Powerful storytelling—each bottle should tell the story of the volcano, the centenary vines, the heroic viticulture, the Atlantic breeze. Invest in labels, marketing materials, and training sales teams so your distributors become ambassadors of this narrative.

Certified sustainability—if sustainable practices are a pillar, then obtain the certifications that prove environmental commitment.

Island-wide collaboration—a strong, cohesive Canary Islands wine brand with institutional backing would ease market entry and strengthen presence.

By focusing on these key markets and the unique value proposition of Canary wines, you will create a strong identity that resonates with the most demanding and curious wine consumers.

Now is the time for the world to taste the Atlantic footprint. And why do I insist on the “Canary Islands” brand? This forum brings together the best of our land—the passion, tradition, and talent that make Canarian wine a treasure unlike any other.

Thank you for the invitation and for allowing me to share some reflections born out of love for these islands and their wines. The Canary Islands have no fewer than 10 designations of origin—no more, no less.

I believe even a taxi driver from Gran Canaria might only be able to name two. That’s why I think there’s value in the existing figure: “Wines of Quality from the Canary Islands.”

Each DO tells a story, reflects a landscape and an identity. But when we step onto the world stage, when we want our wines to cross borders and conquer markets—wouldn’t it be more powerful to do so under a common name that speaks of strength and quality?

The “Canary Islands” brand is a shared opportunity. It doesn’t compete with local denominations—it empowers them. It’s a unifying umbrella that gives visibility and allows us to pool resources, efforts, and strategies.

In a global market crowded with labels, we need a voice that’s clear and recognisable. That voice could be “Canary Islands.” Imagine an international fair where we don’t compete against each other, but present ourselves as a diverse yet united archipelago. Wines born of volcanoes, trade winds, impossible soils, and pre-phylloxera vines the world envies. Isn’t that a story worth telling with one voice?

I believe it’s time to move past rivalries and toast to what unites us. I know inter-island rivalries are part of our history—sometimes endearing, sometimes awkward. But wine, like music or poetry, has the power to reconcile, to build bridges, to remind us that what unites us is stronger than what divides us. It’s not about giving up what’s ours—it’s about adding our uniqueness to a shared vision.

Let La Palma shine alongside Lanzarote, El Hierro echo with Tenerife, La Gomera and Gran Canaria share a glass and a path.

Key steps for moving forward together:
International visibility – “Canary Islands” is more recognisable and commercially powerful abroad.
Shared strategy – Coordinated campaigns, fairs, exports, and training.
Respect for identity – Each DO keeps its singularity but benefits from collective momentum.
Unity in facing challenges – From climate change to global competition, we are stronger together.

Finally, thank you for listening. Thank you for continuing to cultivate this land with so much love. Thank you for being here—ready to dream big, to toast to what we are, and to what we can become. If wine is liquid memory, let ours say: Canary Islands, united through wine.