Case of Succes
Based in the Denomination of Origin known as Utiel/Requena, Pago de Tharsys is one of Valencia’s best known wineries. Set up by the characterful Vicente Garcia its wines, and especially Cavas, have become synonymous with innovation and quality, winning various national awards including the Best Cava in Spain in 2005.
Despite this national success the directors at Pago de Tharsys felt that on the international stage the bodega was underperforming with exports only accounting for about 20% of annual turnover. In 2009 MESSUMexport incorporated into the Pago de Tharsys export team with the sole purpose of driving its export sales in North European markets.
How did MESSUMexport Help?
Situational Analysis – Where are we?
MESSUMexport provided Pago de Tharsys with an in depth analysis of its current export situation, concluding the following significant factors:
Over reliant on small number of key markets.
Not exploiting full price range
Lack of sales support
Need to consolidate potential from existing European markets
Market Research – Where do we want to be?
MESSUMexport identified the UK and Germany as two key European markets of huge potential providing valuable insight into pricing, distribution and marketing strategies for both. Through our own market research we identified a demand within these markets for unknown and unusual grape varieties, suggesting the Bobal grape, abundant in the local area, to be of great potential.
Export Strategy – How do we get there?
We developed a 12 month, step by step export plan starting with a busy one week schedule of meetings with the top wine importers all over the UK. We organized personalized tasting in a prestigious central London venue where we were able to showcase the entire Pago de Tharsys range to key industry buyers.
In this first week we captured two good clients for Pago de Tharsys who both placed an order within one month of our visit.
We were central to the new product development of ‘Cabeza de Toro’ a unique 100% Bobal wine designed specifically for the UK and German market.
Without the help of MESSUMexport we could not have entered the UK and German markets with such force. From start to finish they have been central to our export expansion, provided invaluable market insight and continued sales support. I would not hesitate to t recommend their services to any SME wishing to establish and consolidate their international business”
Raul Garcia, Director of Sales, Pago de Tharsys S.L.
Export sales now account for roughly 60% of the bodegas turnover. MESSUMexport continues to support the international development of Pago de Tharsys and to date has managed to capture more than 10 important new clients for the winery and expanded its sales to the UK and Germany as well as the USA, Japan, Belgium and Ireland.
We support their sales team by attending international Trade Fairs such as Wines from Spain UK, London International Wine Fair and Prowein.
We have provided regular feedback for the bodega, recommending a change in profile to some of their products to fit consumer requirement and also being central to the development of new products such as ‘Cabeza de Toro’ a unique 100% Bobal wine designed specifically for the UK and German market and Tapas Wine Collection Cava.
Thanks to a close collaboration with MESSUMexport®, Pago de Tharsys has maximized its export potential in the UK and German markets in addition to introducing new products to new markets. Sales have increased year on year.
From our side we are proud to be working with such a dynamic and export focused client in Pago de Tharsys. We have a strong working relationship based on trust and collaboration as well as friendship.