Prodeca boosts the international profile of Catalan wines at Barcelona Wine Week

From 2 to 4 February, Barcelona hosts Barcelona Wine Week, a fair that has established itself on the wine calendar. Prodeca is taking part with a comprehensive strategy aimed at generating commercial opportunities for Catalan wineries and strengthening the positioning of Catalan PDO wines in the main international markets. The initiative is built around three complementary events: attracting international buyers through an inbound mission, creating a dedicated space for business meetings and organising strategic content within the fair's conference programme.

Inbound mission with operators from the United States and China

The first pillar of Prodeca's presence at Barcelona Wine Week is the organisation of an inbound mission of international operators, within the European project Taste The Difference (TTD.EU). It runs from 2 to 6 February 2026, alongside the fair, and involves 30 wineries from various Catalan Designations of Origin. 

The mission involves 20 key wine professionals from China and the United States, two strategic markets for Catalan wine. Participants include importers, distributors, specialist retail operators, restaurateurs and other opinion leaders with real decision-making power and an interest in expanding their portfolio with Catalan PDO wines and cavas.

The main aim of the mission is to facilitate qualified B2B meetings between Catalan wineries and international operators, creating a favourable environment for building stable trading relationships in the medium and long term. 

The inbound mission is delivered through visits to the stands during Barcelona Wine Week and visits to the wine-producing areas once the fair has ended, allowing operators to get to know both Catalan wine production and its territorial context, key elements for commercial decision-making in international markets.

 
The CATALAN WINES Meeting Point, a dedicated space for B2B meetings

One of the pillars of Prodeca's presence at the fair is the CATALAN WINES Meeting Point, a stand conceived as a business space exclusively for commercial meetings between Catalan wineries and strategic buyers or clients.

Organised jointly with INCAVI, this space is aimed at wineries already exhibiting at Barcelona Wine Week with their own stand that need a more comfortable, spacious and functional setting for B2B meetings with key importers, distributors or opinion leaders.

Meetings are managed directly by each company, which defines and coordinates its own schedule of contacts. Prodeca provides the space and services but does not intervene in the commercial management of the meetings, reinforcing the professional, results-oriented nature of the initiative.

With this initiative, Prodeca responds to a recurring need in the sector: having a professional meeting point within the fair, designed specifically for business development and aligned with international B2B dynamics.

Strategic content for understanding key markets

Alongside the commercial activity, Prodeca is also generating strategic knowledge for Catalan wineries. Within this framework, it is organising the conference “CATALAN WINES TALKS – Building value for Catalan wine in English-speaking markets”, part of the official Barcelona Wine Week conference programme.

The session takes place on Tuesday 3 February at 3.00 pm and focuses on two priority markets for the sector: the United Kingdom and the United States. These are mature, competitive markets with strong influence, but which continue to offer opportunities for Catalan wines with clear, coherent positioning.

The session will feature Álvaro Ribalta, Master of Wine, Enric Soler, winemaker and founder of the Enric Soler winery, and Dominik Huber, winemaker and founder of the Terroir al Límit winery, who will offer a practical perspective aimed at providing applicable content for wineries already operating in, or looking to strengthen their presence in, English-speaking markets.

Closing: an integrated strategy serving the sector

Prodeca's presence at Barcelona Wine Week forms part of the overall international promotion strategy of the Department of Agriculture, Livestock, Fisheries and Food, with the aim of supporting Catalan wine companies in their internationalisation.

Through activities aligned with the sector's real needs and with the criteria of target markets, Prodeca is consolidating Barcelona Wine Week as a key space for generating value, commercial contacts and international positioning for Catalan wines.