Catalonia’s Wine Future: A Strategic Push into the U.S. Market

Prodeca’s strategy for expanding Catalan wines in the U.S.

Catalonia’s wine industry with its 12 Denominations of Origin reflects centuries of winemaking history while embracing sustainability and innovation. Known for its diverse terroirs and a commitment to quality, Catalonia has long been a significant player in Europe’s wine landscape, but making inroads into the U.S. remains both a challenge and an opportunity. Laia Villalbí Cabré of Prodeca, the Catalan government-backed agency for food and drink exports, is helping shape this journey. Through strategic trade partnerships, educational initiatives, and a focus on authenticity, Prodeca is positioning Catalan wines and Cava as compelling choices for American consumers and trade buyers alike. In this conversation, Villalbí Cabré shares insights into Prodeca’s vision, the trends shaping demand, and how Catalan producers are adapting to a fast-evolving global market.

Catalonia is renowned for its rich and diverse drinks sector. How do you see Catalan drinks, especially wines and Cava, standing out in the competitive global market?

Catalan wines and Cava are rooted in a centuries-old tradition, combining heritage and innovation. What sets them apart is their unique balance of quality, diversity, and authenticity. Catalonia has 12 Denominations of Origin, which are increasingly working to recover indigenous varieties that are better suited to the terroir and adapt to the climatic conditions. Offering a wide range of wines, from fresh whites and robust reds to premium sparkling wines such as cava, made with respect for our land and our traditions. These qualities resonate with global consumers who increasingly value origin, authenticity, and sustainability in the wines they choose.

The U.S. is a challenging yet rewarding market for wine and spirits. What is PRODECA’s overall strategy for expanding the reach of Catalan wines and drinks in the U.S.?

Our strategy focuses on creating awareness and building relationships through education, promotion, and collaboration. Under the ‘Taste the Difference’ European project, we highlight the exceptional quality of Catalan wines and Cava while providing American trade professionals with tools to understand our products' distinctiveness. By participating in events like USATT, we aim to establish connections with importers, distributors, and retailers, reinforcing the image of Catalonia as a premium wine-producing region.

With Cava being a major export driver, how do you position Catalan sparkling wines to appeal to U.S. buyers and consumers amid the rising global interest in sparkling wines?

Cava offers an unparalleled value proposition: a high-quality sparkling wine made using the traditional method, with a wide range of styles that cater to diverse consumer tastes. From fresh, fruity options to more complex, aged versions like Cava Reserva and Gran Reserva, we emphasize its versatility and affordability compared to other sparkling wines. We also underscore Cava’s strong sustainability credentials, which align with U.S. consumer trends favoring eco-conscious choices.

Which Catalan wine regions or styles are gaining the most traction in the U.S. market, and why do you think they resonate with American consumers?

The vast landscape of each DO in particular makes Catalonia’s wine offering very diverse. Regions such as Priorat, Montsant, and Penedès are gaining recognition for their superior quality and distinct territories. The bold, structured reds of Priorat and Montsant attract consumers looking for luxury wines, while Penedès is synonymous with high-quality Cava. The segment that includes natural, organic, and no/low-alcohol wines is also capturing attention, as they align with trends towards authenticity, sustainability, and a healthy lifestyle in the U.S. market.

What unique aspects of Catalan drinks, whether wine, spirits, or other beverages, do you think will capture the attention of U.S. trade buyers at USATT?

Catalan wines represent a unique fusion of tradition and innovation. For example, Cava’s traditional method of production, paired with the region’s embrace of sustainable practices, showcases a commitment to quality and the environment. Our diverse appellations offer distinct profiles that cater to various market niches, from fine dining to casual gatherings. Additionally, Catalonia’s smaller production size ensures exclusivity, which appeals to American buyers looking for unique and premium offerings.

Catalan producers have a strong reputation for innovation and quality. How does PRODECA leverage these strengths to build trust and demand among U.S. importers, distributors, and retailers?

Prodeca is a state-owned company within the Government of Catalonia. We provide support services in internationalization to agri-food businesses in Catalonia. Our mission is to enhance the value of Catalan agri-food products, through strategic initiatives such as masterclasses, guided tastings, and participation in international trade fairs like USATT. By showcasing the stories behind the wines and the people who make them, we build authenticity and trust. Our partnerships with local American stakeholders further reinforce the credibility and visibility of Catalan products in the market. Thanks to this collaboration network, we have been able to increase business opportunities for Catalan agri-food companies, while at the same time positioning the Catalonia brand in the world.

What specific opportunities do you see for Catalan drinks in the U.S., and how do you plan to capitalize on trends such as sustainability, natural wines, and premiumization?

Sustainability is a key opportunity, as many Catalan producers prioritize organic and biodynamic practices. These align with the growing demand for environmentally friendly products in the United States. The rise of natural wines also presents an avenue for smaller Catalan wineries that adopt minimal intervention. In addition, this premium trend allows us to position our high-end wines and aged Cavas highlighted by the traditional method as sophisticated options for discerning consumers, supported by targeted promotions and storytelling.

What are the main goals for PRODECA’s presence at USATT? What do you hope attendees will take away from the masterclass on Catalan drinks?

Our primary goal is to increase awareness of Catalonia as a premium wine region and establish strong connections with American trade professionals. On this occasion, our participation is under 'Taste the Difference', a program co-funded by the European Union and implemented by Promotora dels aliments Catalans (PRODECA) and Unione Italiana Vini Servizi Soc. Coop. (UIV). It is a 3 years promotion campaign that aims to increase trades’ and influencers’ awareness about European Quality Wines (PDO or PGI) in the U.S.?

The masterclass aims to educate attendees about the rich diversity, quality, and traditions of Catalan wines and Cava, emphasizing their distinctiveness and market potential. We hope attendees leave with a deeper appreciation for our offerings and a desire to incorporate Catalan products into their portfolios.

As consumer preferences continue to evolve, how is PRODECA helping Catalan producers adapt their offerings to meet the expectations of U.S. consumers?

Prodeca offers knowledge services, facilitating market research and providing insights into emerging American trends, such as demand for organic wines, no/low-alcohol options, and sustainability. Our specialized market team supports producers through customized export training, helps them refine their brand for the U.S. market, and organizes fairs and other events, like USATT to engage directly with trade buyers and gain feedback.

What is your vision for the future of Catalan drinks in the U.S. market? Are there any key milestones or projects that you’re particularly excited about?

We envision Catalan wines and Cava becoming a recognized symbol of quality and authenticity in the U.S. market. Our continued participation in strategic events, combined with initiatives like ‘Taste the Difference’, aims to solidify Catalonia’s position in this competitive market. We are particularly excited about expanding collaborations with key importers and distributors, opening up to more emerging states, and launching educational campaigns to further connect American consumers with the history and heritage behind Catalan wines.

Conclusion:

The U.S. wine market is complex, competitive, and constantly shifting, yet Catalan wines and Cava have strong foundations to carve out a meaningful presence. By focusing on authenticity, sustainability, and premiumization, Prodeca is laying the groundwork for long-term success. Beyond market strategy, the agency’s efforts highlight a broader story: one of winemakers reclaiming indigenous varieties, embracing environmentally conscious practices, and ensuring that Catalonia’s rich heritage is not just preserved but redefined for a global audience. With growing recognition in key regions and an evolving approach to consumer education, the future of Catalan wines in the U.S. appears promising, driven by a clear vision for the future.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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