Wines from the Canary Islands have built a reputation for exclusivity in global markets, driven by their distinctive volcanic identity. However, this uniqueness comes with a significant obstacle: the high costs associated with international transport. A winery in Lanzarote has managed to position its premium products in eight countries, in addition to the Iberian Peninsula and other islands of the archipelago.
The brand, which generates approximately 220,000 euros annually, distributes its bottles in diverse markets such as Germany, Switzerland, Denmark, the United Kingdom, the United States, Italy, Portugal, and France. The winery's name, which evokes the ancient toponym of Lanzarote, reflects a deep connection to the territory and a philosophy of minimal technical manipulation, aiming to express the volcanic origin of the region.
The project began in 2017 with the purchase of a plot in northern Lanzarote, in the municipality of Haría. Following a positive initial reception and favorable reviews, the winery has grown to manage 52 hectares of organic cultivation across the island, exclusively using its own grapes and maintaining a strong connection to local cultivation and production traditions.
“"When potential distributors show interest in the wines and inquire about transportation, the relationship often stalls upon learning the logistical price."
The winery's export vocation is clear, but production costs and international transport necessitate high selling prices, which reduces rotation. Exporting from the islands to Europe is considerably more expensive and slower than from the Peninsula, with shipments potentially costing between 600 and 800 euros. Despite some regional aid that considers the double insularity, these do not fully offset the additional transport costs.
The support from the public company Proexca has been crucial in strengthening the winery's internationalization, especially through participation in national and international fairs. These events have provided visibility and facilitated contact with a greater number of distributors, allowing the winery to exchange knowledge and highlight the unique characteristics of Lanzarote's volcanoes in the taste of its wines.
