Dynamics and Strategies of Spanish Wine Exports in a Globalised Market

Abstract

This article analyses the trajectory of Spanish wine exports, explaining, first, their historical background and then their dynamics in recent decades within a highly globalised market. Subsequently, it describes the macro factors that explain the high growth of these exports, such as the incorporation of technological innovations, access to the European Union, the expansion of the protected designation of origin and the reinforcement of their quality control and the fall in wine consumption in Spain. Finally, the business strategies that have largely fostered the export boom are analysed.