Prodeca connects Catalan wineries with some twenty buyers from the US and China

From 2 to 6 February, Prodeca organised an inbound mission in Barcelona with buyers from the United States and China coinciding with Barcelona Wine Week 2026, facilitating business meetings at the fair and visits to wineries across Catalonia with the aim of strengthening the international profile of Catalan PDO wines and cavas.

The mission involved 20 wine professionals from the North American and Chinese markets, including importers, distributors and specialist retail operators. The programme included guided visits to the Catalan wineries' stands at the fair and business meetings, enabling direct, structured contact between buyers and companies. These meetings allowed producers to present their portfolios, share commercial information and identify collaboration opportunities in the short and medium term.

The land as a distinguishing feature

Visits were also organised to the wineries of the participating Catalan companies. These visits allowed buyers to see the wineries in their real context, walk among the vines, tour the facilities and understand at first hand the work behind each bottle. This direct contact is particularly relevant in markets such as the American and Chinese, where the story of origin, traceability and the coherence of the business project carry growing weight in purchasing decisions.

During the visits, operators were able to talk with the winery teams, learn about their history, values and production criteria, and taste the wines in the very place where they are made. This experience allows the commercial pitch to be checked against production reality and builds trust between the parties.

For many international buyers, setting foot on the land is key to validating projects and building long-term relationships. Seeing how work is organised at the winery, how the vineyard is tended and how each PDO fits into its surroundings provides information not always visible at a trade fair: landscape, technical knowledge, tradition and capacity for innovation combine to build an offer with its own identity and added value in international markets.

Content and professional networking

The mission programme also included a masterclass led by sommelier Andrew Ashurst, designed to deepen knowledge of Catalan PDO wines and how they fit the United States and Chinese markets. These activities helped create a favourable environment for professional exchange and advocacy.

An activity within the European TTD.EU project

The inbound mission forms part of the European project “Taste the Difference” (TTD.EU), managed by Prodeca with the aim of giving visibility and value to PDO wines and cavas in the United States and Chinese markets through specific internationalisation activities.

With this activity, Prodeca consolidates a model of comprehensive support for companies combining presence at trade fairs, specialist content and connection with the land. An approach that maximises the commercial impact of international fairs and generates sustainable business opportunities for Catalan wineries in strategic markets.