Álvaro Ribalta: “The internationalisation of Catalan wine requires a shared narrative and a coherent strategy”

Awarded the Premi Vinari for the International Promotion of Catalan Wine, Álvaro Ribalta, one of the seven Masters of Wine in Spain and the only one specialising in distribution, champions the potential of Catalan wine in international markets. The jury particularly valued the sustained work Álvaro Ribalta has carried out for decades in the United Kingdom as an ambassador for Catalan wine, helping to make it known and to enhance its prestige among professionals and consumers, as well as his outreach work and the key role he plays as a link with markets all over the world thanks to his experience in distribution and sales.

Drawing on his experience between the United Kingdom and Catalonia, he highlights that our country's wines are at a key moment: quality, identity and diversity are there, but the shared narrative and strategic coherence must be strengthened in order to project them more powerfully to the world. In this interview, Ribalta analyses the sector's challenges and opportunities, the value of public-private collaboration and the importance of authentically communicating what makes Catalan wine unique.

Q: The Premi Vinari for the International Promotion of Catalan Wine recognises your career as an ambassador for Catalan wine around the world. What does this recognition mean to you?
Á.R.: This award is an immense honour and, above all, a recognition of the collective work of many people striving to put Catalan wine on the international map. As a Catalan and as a professional who has devoted much of his career to promoting quality wines around the world, receiving this award from the Premis Vinari has a very special value. It is a way of validating that perseverance, rigour and passion for our land and its wines have a real impact.

Q: You are the only Spanish Master of Wine specialising in distribution. What is particular about this perspective within the sector?
Á.R.: Working from the distribution side gives me a very direct view of the market: I know what consumers are looking for, how trends change and what the strengths and weaknesses of each origin are. Wine professionals often focus on production or communication, but distribution is the link that connects the winery with the end consumer. This experience allows me to better understand how to position a wine, how to convey its story and how to build sustainable long-term business relationships.

Q: What assessment would you make today of the presence of Catalan wine in international markets? Are we well positioned or is there still a long way to go?
Á.R.: Catalan wine has taken very important steps in recent decades, especially in terms of quality, identity and diversity. However, there is still a long way to go to consolidate a solid, recognisable presence in key markets. Catalonia has a very rich wine offer, but it lacks a powerful collective narrative to help international consumers understand what sets us apart and why our wines are worth betting on.

"Institutional initiatives such as Prodeca's are essential. Without public-private coordination, it is very difficult to generate critical mass and maintain a continuous presence in the markets."

Q: What, in your view, are the main challenges of internationalising Catalan wine?
Á.R.: The challenges are varied. On the one hand, the visibility and coherence of the narrative of Catalan wine as a whole needs to improve. On the other, the sector's structural fragmentation means that many initiatives become diluted. Greater investment in professionals trained in international trade, marketing and communication is also essential. Finally, a clear segmentation strategy is needed: not all Catalan wines have the same potential audience or should compete in the same market segment.

Q: And the opportunities? In which markets do you detect growing interest in Catalan wine? From your experience as an importer and distributor, which attributes or values of Catalan wines have the greatest capacity to stand out to international consumers?
Á.R.: I detect growing interest in Mediterranean wines with personality, freshness and authenticity, especially in markets such as the United Kingdom, the United States, Scandinavia and Japan. Catalan wines have a great opportunity in this context because they combine quality, diversity and a strong cultural component. The values that attract most are sustainability, native varieties and the connection with the land. When these elements are explained well, they become a very powerful tool for differentiation.

Q: How do you assess the current strategies for the international promotion of Catalan wine? 
Á.R.: Today, promotion requires an intelligent combination of traditional and digital channels. Trade fairs and professional tastings remain essential, but so do collaborations with sommeliers, communicators and content creators. Education is key: we must invest in training, guided tastings and a presence in sommelier schools and international wine institutions. Authentic stories, well told, have far more impact than any mass advertising campaign.

“Exporting is not selling a case abroad: it is understanding each market, adapting to it coherently and building solid, lasting relationships based on trust, quality and the authenticity of Catalan wine.”

Q: How do you assess institutional promotion and public-private collaboration initiatives, such as those driven by Prodeca, in consolidating Catalan wine abroad?
Á.R.: Institutional initiatives such as Prodeca's are essential. Without public-private coordination, it is very difficult to generate critical mass and maintain a continuous presence in the markets. The actions that combine logistical support, visibility and training are the most effective. We must continue to back collaboration models that make the most of the diversity of Catalan wine but within a shared, coherent narrative.

Q: What future do you envisage for Catalan wine on the international stage?
Á.R.: I am optimistic. Catalan wine has a solid base, with a new generation of producers working with honesty, respect for the environment and a clear international vision. If we are able to communicate better who we are and to coordinate efforts, the future is very promising. We can become a benchmark among high-quality Mediterranean wines, with our own recognisable identity.

Q: What advice would you give to a winery wanting to start exporting?
Á.R.: The first piece of advice is to have patience and a clear strategy. Exporting is not selling a case abroad: it is building long-term relationships. You have to understand each market, adapt to its needs and, above all, maintain consistency in quality, price and message. I would also recommend looking for partners you can trust, invest in sales training and be very clear about the differential value of your own wine. Authenticity, when it is real and well communicated, always finds its audience.