OIVE trains hospitality professionals from GASTRONOMIC MARKETS in Madrid, Barcelona, Murcia, and Seville on the WINES OF THEIR REGIONS

Barcelona’s Mercat de la Boquería, Seville’s Lonja del Barranco, Madrid’s Antón Martín Market… Gastronomic markets are some of the main hubs where tourists come to enjoy Spanish gastronomy and wine; iconic places featured in every tourist guide. For this reason, as part of the European campaign ‘A Shared Passion,’ OIVE aimed to train hospitality professionals from several cities with a high tourist influx on the wines of their respective regions, so they could serve as ambassadors to the European public visiting their establishments.

This was achieved through an initiative called “Informational Points in Gourmet Markets,” carried out in Madrid, Barcelona, Murcia, and Seville. The goal was to bring hospitality professionals closer to the local Protected Designations of Origin (PDOs) through a unique wine-tasting experience. This training included the tasting of two representative wines from the area (one red and one white), carefully selected to highlight the unique characteristics of the region’s winemaking.

To avoid disrupting their activities, the A Shared Passion campaign, which brings together the Spanish and Portuguese sectors to promote European wines, brought the training directly to the establishments, adapting to their schedules and specific needs. This was done in December, during the busy Christmas season, when there is a peak of European consumers visiting these markets.

This initiative provided training to a total of 212 hospitality professionals from 90 establishments, ensuring that the markets and their professionals could become the best ambassadors for Spanish wines among European visitors.