The United Kingdom will become during the whole month of November in the great showcase of excellence, prestige and variety of the products of the Spanish pantry, among them extra virgin olive oil and olives, thanks to the celebration of the activities of "Eat Spain, Drink Spain (ESDS)" , the great event to promote Spanish wines and food in the market, organized by ICEX Spain Export and Investments through the Economic and Commercial Office of Spain in London.
Paired tastings and promotions at the point of sale, adapted to the new reality marked by the regulations imposed by COVID-19 in the market, are the main ingredients of the current edition of this event whose objectives are focused on promoting the image of food and Spanish wines, increase their sales and strengthen their presence in the Horeca channel.
Restaurants in Cardiff, Bristol, London, Leeds, Manchester and Edinburgh will be the settings in which the paired tastings will take place. Some tastings that, aimed at the professional public, will be conducted from the reference premises by experts in wines and food from Spain: the Master of Wine Sarah Jane Evans, Rebecca Gibb or Rose Murray Brown; chefs Owen Morgan and Simon Wood, or opinion writer Susy Atkins.
Journalists, managers of specialized stores or restaurateurs will have received at their home a package with Spanish food and wines that will be presented and paired in these tastings or training workshops.
Having exhausted the participation quota weeks before the event, ICEX has ensured that the figures speak for themselves: an average of 24 professionals will participate in each of the paired tastings, and the knowledge of about 60 wines will be deepened, as well as more than 40 Spanish products.
Actions in the main cities
Promotions in wine bars and gourmet establishments, both in-house and in its online channels, are not far behind, since more than 65 promotions are already underway in different establishments distributed in the main cities of the United Kingdom, among which Sussex, Penistone, Nottingham, Birmingham, Leeds, London or Aberystwyth stand out.
The closure of bars and restaurants decreed by the English Government is reorienting promotions in bars and restaurants and adjusting these promotions at the point of sale, accommodating the delivery services of each of the establishments, offering discounts and offers until November 30 .
This event, framed within the international promotion campaign Spain Food Nation, not only seeks to strengthen the image of the Spanish agri-food sector in the United Kingdom, but also to increase the presence of Spanish food and wines in this market, in which exports in The first eight months of 2020 reached 2,790 million euros, which represents an increase of more than 6% compared to the same period in 2019.
Olive oil, with exports worth 99 million euros, is one of the products that leads the ranking of exports to the United Kingdom.
Webinar
Also, on November 24 there will be an explanatory webinar to present the Spain Food Nation program. In this day, the main contents and the impact that the campaign has had during its first months of execution will be presented and it will also explain how companies and sectors can participate in this project, both in the communication campaign and in all the activities of public relations that will take place until the end of June 2021.
The ICEX CEO, María Peña, and the Secretary General for Agriculture and Food, Fernando Miranda, as well as prominent representatives of Spanish restaurants, will participate in this meeting.
Source: Mercacei