The export strategy of the Spanish wine industry

  • Juan R. Ferrer Universidad Politécnica de Madrid. Campus Ciudad Universitaria. Dept. of Agricultural Economics, Statistics and Business Administration. Av. Puerta de Hierro, nº 2-4. 28040 Madrid, Spain
  • Raul Serrano Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2). Dept. of Business Administration. Gran Via 2. 50005 Zaragoza, Spain
  • Silvia Abella Universidad de Zaragoza. Dept. of Business Administration. Gran Via 2. 50005 Zaragoza, Spain
  • Vicente Pinilla Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2). Dept. of Applied Economics. Gran Via 4. 50005 Zaragoza, Spain
  • M. Teresa Maza Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2). Universidad de Zaragoza-CITA. Dept. of Agricultural Science and Natural Environment. Edif. Zootecnia. Miguel Servet, 177. 50013 Zaragoza, Spain
Keywords: wine exports, wine firms’ strategy, wine international market, wine companies export strategies


Aim of study: This study analyses how business strategy has influenced the export performance of the Spanish wine industry. In recent decades, Spain has been among those countries that have significantly increased their wine exports.

Area of study: We used data collected from a survey comprising 339 Spanish wine-making companies

Material and methods: The empirical analysis was carried out by sending a survey and subsequent telephone call to all the independent wineries belonging to PDOs, the number of responses was 339, 14% of the sample. Using the Heckman methodology, we analysed the variables that determine the decision to export and the export intensity.

Main results: Spanish firms have successfully used different combined strategies in order to achieve an intensification of exports. This implies that the joint use of strategies that seek efficiency (through cost reduction) while increasing value for the customer (through innovation and improved communication processes and distribution) achieve an increase in the internationalisation of the company. Therefore, the results of this study add new strategic alternatives to those traditionally proposed by the literature

Research highlights: Firm strategy also has an effect on export performance in the Spanish wine industry. To grow in international markets, companies can use a combination of different strategic options.


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How to Cite
FerrerJ. R., SerranoR., AbellaS., PinillaV., & MazaM. T. (2022). The export strategy of the Spanish wine industry. Spanish Journal of Agricultural Research, 20(3), e0103.
Agricultural economics