Interview of Alex Batalla Puignou, manager of Wines of Barcelona

  1. Can you introduce yourself? 

My name is Alex Batalla, I am the General Manager of Wines of Barcelona. I am a young entrepreneur and extremely passionate about wine and the wine industry. I have a background in International Business and Relations.

Picture Wine of barcelona 1

2. Can you introduce your company?

The wines of Barcelona are the gateway to the Spanish wine market. We provide the Chinese market with a wide variety of products. We are an exporting platform bridging the gap between Spanish producers and Chinese importers and distributors.

In addition, Barcelona has a strong brand power that allow us to differentiate our products from other products from Spain. The majority of our wines are produced in the Barcelona area showcasing the essence of this unique city through the product.

3. What is your marketing strategy to penetrate the Chinese Market? 

We enter in the Chinese market through partnerships with importers and distributors in different provinces. Our company makes it easy for Chinese companies to import from different wineries and areas in Spain because we have the ability to centralize all the operations through our platform.

We differentiate ourselves by creating a solid and well-rounded understanding of the Chinese culture and offer ongoing promotion and support to our clients in China. We understand the needs of our clients and provide them with the best possible options.

Our company was created with the goal in mind to solely market to China, so we created a specific business model to suit the Chinese market.

4. How do Chinese people see wines from Spain?

Spanish wines are currently not as popular as French, Australian, or Chilean wines in China but the interest in the Spanish culture and gastronomy is growing, especially in the last few years. Now, Chinese people are more curious and aware of Spanish wines and are excited to find new products in the market. More than anything, they want authentic wines, they want products that are consumed by Spaniards and this is exactly what we provide.

Wine of Barcelona give a glass


5. Most Chinese citizens know Barcelona, what do they associate with this city? 

Barcelona is the most well-known city in Spain. We are the most international area with thousands of Chinese tourists visiting the city every year.

Chinese people associate the city with the Barcelona football team, our unique architecture by Gaudi, our gastronomy, great weather, and the Mediterranean lifestyle. The combination of these factors makes Barcelona one of the most interesting cities in the world.

6. What is, according to you, the main strength of Spain in the Chinese Market?

In my opinion, the main strength of Spain lies within all the factors that Chinese people still don’t know and have to learn about Spain. There is still much about Spain to be developed in China. Spain is a hidden treasure and little by little Chinese people are getting to know us better. As Spain becomes more integrated into the Chinese market the people of China become more amazed by the richness of our culture.

7. What do you think of the Chinese Wine Market?

In my opinion, the Chinese wine market is a very competitive market. You can find wines from all over the world, from every single wine producing country. People are exposed to so many different wine choices and it is hard to differentiate yourself. But at the same time, it is a market full of opportunities, open to new products and new perspectives.

8. What advice would you give to new entrepreneurs in China?

My advice would be to immerse themselves in the culture. Spend a lot of time in the country and start building your network from scratch, as I did.

The only way to be successful in this market is to be genuine and transmit your passion to your partners so they can share our philosophy for wine. Create strong partnerships based on trust and loyalty.

9. What are the 3 main changes that you have noticed in China?

In my experience in China, I have seen a large amount of growth in a short period of time. I see Chinese citizens gaining a greater desire to acquire foreign products, mature their palates, and connect on a deeper level with other cultures from around the world.

Further readings regarding key industries and actions to undertake in China go here and there.

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