Our wineries around the world: March international calendar featuring trade shows, tastings, and the global expansion of Spanish wine
For us, March has been much more than just a month on the calendar. It has been an intense, strategic, and exciting journey during which we’ve brought our Spanish wines from Jumilla and Rioja to some of the most prominent stages in the international wine industry. If there’s one thing we’ve confirmed over these past few weeks, it’s that wine knows no borders—but it does thrive on encounters, conversation, and that instant connection that arises when a glass is raised.
Today, we want to open up our international calendar to you so you can discover, step by step, how we experienced this month of international wine expansion, what we’ve learned, and where we’re heading next.
United States: Atlanta as a gateway to the U.S. wine market
We kicked off March by crossing the Atlantic. Bodegas Luzón’s destination was Atlanta, Georgia, where we began working with a new distributor in one of the most dynamic markets for Spanish wine in the United States.
For several days, we toured the city and its surroundings, visiting specialty wine shops, liquor stores, restaurants, and even exclusive golf clubs. Each stop was an opportunity to present our wines, explain their origins, and, above all, listen. Because if anything defines how we work, it’s this two-way approach: showing who we are while understanding what the market is looking for.
We met knowledgeable professionals, curious consumers, and a vibrant wine scene. Atlanta made it clear to us that there is a growing interest in wines with identity, in offerings that speak to terroir and authenticity.
We left with contacts, new opportunities, and one certainty: the U.S. market remains key to our Spanish wine export strategy.
Japan: Foodex Tokyo and the Link to the Asian Market
From the Americas to Asia, just a few days apart. Tokyo welcomed our wines from Bodegas Luzón with the enthusiasm and precision that characterize the Japanese market. We participated in Foodex Japan, one of the most important food industry trade shows in Asia, where wine is playing an increasingly significant role.
Our schedule was filled with tastings, meetings, and gatherings with importers, distributors, and industry professionals. We also had the honor of hosting a visit from the Spanish Ambassador to Japan, Íñigo de Palacio, and the Commercial Counselor, Gonzalo Ramos, who expressed interest in our work and the evolution of Spanish wine in Japan.
One of the highlights was the organic seminar, where Finca Luzón Sin Sulfitos shone as an example of innovation and commitment to sustainability. We also participated in a tasting dedicated to the Jumilla DOP, alongside expert Koichi Tanabe, where Altos de Luzón showcased its full character.
Japan is a demanding, detail-oriented market that deeply respects the product. Every conversation there carries weight; every tasting is experienced with full attention. And that, for us, is a unique opportunity to position our wines in a context where quality is non-negotiable.
Germany: Eurovino and ProWein, the pulse of the European wine industry
Europe had two major events in store for us: Eurovino and ProWein, trade shows that allow us to gauge the state of the industry and strengthen our presence on the continent.
At Eurovino, we participated with both wineries. On the one hand, we attended with Bodegas Luzón to support our German importer, Zeter Die Weinagentur. The goal was clear: to facilitate contact with current and potential customers, generate opportunities, and strengthen relationships.
At the same time, we were there with Bodegas Corral on a different mission: to explore new avenues for distributing Rioja wines in Germany.
Although the trade show didn’t quite meet all our initial expectations in terms of the number of contacts, we did achieve something essential: we established agreements with regional importers with whom we are already working. This is further proof that, in this industry, the quality of contacts matters more than the quantity.
At ProWein, the experience was different. We participated with our Rioja wines and had modest expectations, aware of the period of transformation the trade show is currently undergoing. However, the outcome was very positive.
The smaller number of wineries allowed for more relaxed interactions, deeper conversations, and stronger relationships. In addition, two of our wines from Bodegas Luzón were featured in the Jumilla Wine Tunnel, a space that was very well received by visitors.
The strategic location allowed us to guide attendees directly to our wines, creating a more direct and effective experience. The feedback was excellent, both for the tunnel and for our wines.
We left ProWein with a clear decision: we will return in 2027. Because, beyond trends, we believe that being present remains essential.
London: Visibility and Connections in the British Market
The month also took us to London, where we participated in the Matthew Clark London Portfolio Tasting with Bodegas Corral. The event brought together numerous industry professionals and allowed us to showcase our Rioja wines in a dynamic and highly competitive setting.
It was an intense, fast-paced day where the glasses never stopped circulating. Every conversation, every tasting, and every exchange added value to our presence in the UK wine market.
We encountered an interested, informed audience eager to discover new offerings within the Rioja landscape. We left with connections, insights, and that energy that only comes from seeing your wines spark genuine interest.
Takeaway: A Month of Strategy, Learning, and the Future
Looking back, March has been a demanding but deeply rewarding month. We’ve been active in some of the major international markets, strengthened relationships, and opened new doors.
We’ve also learned a lot. We’ve seen how trade shows evolve, how business dynamics change, and how each market has its own rules. And we’ve confirmed something essential: success in the internationalization of wine doesn’t just depend on being there, but on how you present yourself.
It requires preparation, strategy, and a clear vision of what you want to build in the long term.
What’s Next: Continuing to Grow in the International Wine Market
Everything we experienced in March isn’t the end of the story—it’s just the beginning. We’re continuing to work to strengthen our international presence, build relationships with importers, and bring our wines to new markets.
Because if there’s one thing we know for sure, it’s that the journey of wine is endless. There’s always a new city, a new table, and a new glass waiting for us.
And we’ll be right there.
Toasting with you.