News

The New Spain

06 June 2003 By db staff writer

Using the best of modern technology and the finest grape varieties that the region of Utiel Requena can provide, Bodegas Murviedro epitomises the quality and innovation of which Spain is capable

As you drive across the plains of Utiel Requena, the Spanish DO situated on the ruddy-soiled plateau behind the city of Valencia, you realise the importance of wine to the region. Row upon row of low-trained bush vines stretch as far as the eye can see.

Really not much else is harvested here other than grapes and one indigenous variety, Bobal, is proving to be one of the most exciting. "We see this area as the new Spain," says Andreas Kubach, Marketing Director of Bodegas Murviedro, "There are a number of natural strengths within the region; one in particular is the native variety Bobal.

With 45,000ha of Bobal planted we are able to achieve consistency in quality and price. This is something we call the "New World advantage", namely the balance between good quality and good volume.

In our case it’s the new world advantage replicated with old world character. That is why we decided to invest in realising the potential of this region and of its grapes." The company is unique in its mission.

Few others in the region are taking Bobal as seriously and when you taste the wine you appreciate why the management team at Murviedro decided to take this decision. But their objective is not just to develop a previously unknown grape variety, they have developed a branded concept on which they plan to build the company and its range of wines in all the principal export markets, both in Europe and North America.

Murviedro’s flagship brand "Santerra", a red and a white wine, was launched three years ago and is already enjoying considerable success in the UK market.

"In analysing key export markets we realised that we needed to go the branded route but at the same time offer wines that were competitive and sitting at the right price point," explains Kubach.

"We knew we had the wherewithal to build a brand, and awareness of it, but we also wanted to add the extra dimension of developing a sense of belonging consistent with the story of the culture of the area and its natural resources."

As a result Kubach and his marketing team were very careful to ensure that the identity of the brand reflected the essence of Spain when developing "Santerra".

A fusion of cultures, a sense of the old and the new being brought together in a range of wines that would embody the rich cultural heritage of the region whilst introducing the feeling of innovation, that epitomises modern Spanish culture today.

"For us the concept of the brand was more important than the DO itself, when it came to Santerra," comments Michel Grin, Murviedro’s managing director. "We wanted to move away from the regional concept but maintain key elements that represent a Spanish brand.#

We are trying to not only put Spain on the map of branded wine but also Eastern Spain and our aim is to bring this concept to life through Santerra."

Michel Grin not only has a clear view as to where he wants Santerra to be but he is also determined as to how Bodegas Murviedro will make a name for itself: "We have been making wine in this region for the past 75 years, but during the mid 90’s we realised that it was time to make a difference and really show the international wine scene what this region was capable of producing."

He continues, "By combining our state-ofthe- art winemaking technology with the great natural resources Utiel Requena can offer we know that we can make a difference to how this region and Spain is perceived."

"Our objectives are not only to achieve excellence in quality but also in all our service and management policies, so that we are the best choice for our customers and their consumers."

One of the key factors in fulfilling these goals has been, and still is, the role of the winemaker and in Pablo Ossorio, Bodegas Murviedro have a pretty lethal secret weapon. Ossorio has worked hard with his technical and viticulture teams since joining the company in 1997 to coax some stunning results from even the most difficult grape varieties.

In order to get lush fruit, good extraction and manageable tannins from the blockbuster Bobal he has developed a unique system of carbonic maceration. And in order to create wines that are in tune with today’s consumer tastes he has spent the last five years experimenting with new techniques such as microoxygenation.

"I spend a lot of time talking to the marketing guys," says Ossorio, "that’s my job, winemaking has to be functional from start to finish. If the marketing guys can’t sell the wine, however hard I have worked to make the wine – then it’s a waste of time."

Ossorio is pragmatic but incredibly enthusiastic: "I do everything in my power to make sure every detail is covered in the process. It’s not often you walk round a winery and say ‘I think they’ve thought of everything!’

At Murviedro I am confident that we have – from the quality management system to the response rate for shipment, from analysis in the lab to the controls in the vineyard. This winery is geared to providing a complete package for our customers." His attention to detail and enthusiasm are borne out in his wines, which are beginning to win acclaim not only in competitions but from international journalists too.

The company mantra seems to be to over-deliver on expectation at every level at Bodegas Murviedro, whether in developing new products, ensuring the high standard of the wine in the bottle or building realistic and well designed marketing support for individual brands – quality is key at every level.

Michel Grin comments, "Murviedro has had a ommercial turnaround in the last six ears. We have doubled investment and urned our focus to the product and the arketing of it. But we still have a lot to o.

We have to continue to be open to ew ideas and watch and learn from our ompetitors but ost of all we have to oncentrate on getting the best out of ur region and delivering it effectively to our customers."

The full range

Santerra Tempranillo £3.99

85% Tempranillo, 15% Bobal

Santerra Dry Muscat £3.49 100% Dry Muscat

Santerra Bobal Rose £3.49 100% Bobal

Travitana Old Vines Monastrell, Alicante £4.99

Coronilla Joven Roble £3.99 (100% Bobal)

Coronilla Crianza £4.99 (100% Bobal)

Coronilla Reserva £7.99 100% Bobal

The company low down

•Founded in 1927 as a Spanish subsidiary of the Swiss Schenk group •Production = 12million bottles annually

•Grapes are sourced from contract growers