These figures are taken from a study that the Regional Ministry of Agriculture, Fisheries and the Natural Environment has commissioned from the University of the Balearic Islands.
The Regional Ministry of Agriculture, Fisheries and the Natural Environment, through the Directorate General for Agri-food Quality and Local Produce and the Institute for Agri-food and Fisheries Research and Training of the Balearic Islands (IRFAP), has informed the wine sector of a study commissioned from the University of the Balearic Islands (UIB) on the commercialisation of wine in hotels, restaurants, cafés, bars and catering (HORECA sector) on the island of Mallorca in 2023.
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The director general of Agri-food Quality and Local Products, Joan Llabrés, today presented the results of the study to the Mesa del Vino, which was held in the assembly hall of the Conselleria, and recalled that it was a demand of the sector. In this sense, Llabrés stressed that ‘the main purpose of the study is to provide data that can help the wine sector to improve its positioning in the market’. Thus, considering the total of still wine, local wine has a market share of 14.4 per cent in the distribution to the HORECA sector in Mallorca. By specific appellations, the most relevant Mallorcan one is the IGP Vi de la Terra Mallorca, with 11.6%, followed by the DOP Binissalem, with a 1.7% share of the still wine market.
On the other hand, if all wines, including sparkling wines, are considered in the share calculation, the percentage of local wine stands at 10.7%. This difference shows the importance of sparkling wines in the HORECA sector since 26% of the wines marketed by retailers are sparkling wines. Local wine represents only 0.2% of the total sparkling wine marketed.
Of the other specific designations analysed, the most notable is the Rioja PDO (16.1%), which exceeds the market share of all Mallorcan wine combined, followed by the Rueda PDO (11.7%) and the Ribera del Duero PDO (4.1%).
By establishments, most of the local wine sold in the HORECA sector is sold to restaurants (53.8 per cent), followed by hotels (37.1 per cent), and bars and cafés (9.1 per cent).
The study was carried out by doctors Onofre Martorell and Bartomeu Pascual, from the Department of Business Economics at the UIB. The study aims to determine the market share of Mallorcan PDO/PGI wine in the HORECA sector and to determine the relevance of the direct distribution of wine by the producers (bodegas) for the year 2023. To determine the market share of Mallorcan wine in the HORECA sector in Mallorca, the main wine distributors on the island were contacted. Furthermore, for the study of the distribution of Mallorcan wine by the wineries, a total of 96 wineries were contacted.