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Felix Solis claims it can be "category captain" for Spain for multiple retailers

Published:  24 June, 2014

Felix Solis is in the position to act as "category captain" for Spain for any of the major UK retailers, according to Félix Solís Ramos, the group's export and marketing manager. 

Felix Solis is in the position to act as "category captain" for Spain for any of the major UK retailers, according to Félix Solís Ramos, the group's export and marketing manager. 

He likened the opportunity for Spanish wine in the UK to that of the Australian wine market 10 to 15 years ago.

"They won then because they had the reliability and consistency in their wines. It was an easy message to understand. This is what Spain can do now," he claimed.

Solís Ramos said Spain was "brilliantly placed" to offer diversity, quality and value for money at all the key price points.

 As Felix Solis currently represents one in four Spanish bottles of wine sold in the UK it offers a potential "one stop shop" for retailers looking to grow their Spanish category as it has wines from 75% of the country's wine regions. "Spain represents sunshine in a glass every time someone picks it up," he added.

Richard CochraneRichard CochraneFelix Solis's UK head Richard Cochrane says it can offer a global solution for Spain for its retail partners

Richard Cochrane, managing director for Felix Solis's UK division, said it has come a long way since it decided to move away from Free Run Wines and handle its own UK operation.

Speaking at this month's London Wine Fair, Cochrane said the event was particularly important to him as his first day with the company was at last year's show.

Since then it has grown to a six-strong team with technical and operations support to back up its sales capability. 

Cochrane said Felix Solis was also well placed to work with those retailers, like Tesco, looking to expand operations overseas. "We have local market expertise around the world and can help adapt our styles of wine to suit each market. We can take a global view of Spain." 

That also means it can offer value, volume and quality at all entry points be it a £3.50 or £95. "We can do value brilliantly well," stressed Cochrane.

It has recently placed its new Consigna £3.50 range into Asda which comes in the three varieties, Chardonnay, Cabernet Sauvignon and Tempranillo Rose.

It can also look to grow brands likes its El Circulo or La Única, which is now being distributed by Matthew Clark.

Exports now account for 60% of Felix Solis business of which the UK represents 16.7%, up 14.3% year-on-year.

Cochrane said future trends from Spain would include a wider choice of lighter style wines and the growing distribution of Sangria, again latching on to the demand for lower alcohol wine styles.

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