Designations of Origin as Brand for Agro-Food Market: The Case of Spanish Wine Producers

Vine culture is one of the most important farming activities in countries from Southern Europe. In particular, Spain is one of the main wine producing countries in the world. Designations of origin have become important brands in the agro-food market to sell products. In the Spanish agro-food market, designations of origin have been established during the last three decades and wine products have been adapted to these protection forms. Spain can represent a good example of analysis of how PDO`s have been established and how wine products (as the main agro food product) have been adapted to these protection forms. The winemakers have been strongly engaged towards their designations of origin showing a clear commitment to this form of protection of agro-food products, promoting and strengthening their brands, aware that the consumer perceives the product's quality. The presence in the markets of PDO wine is consolidated upon time. Also, during the last three decades Spanish winemakers have faced critical situations. Besides the problems arising, the wine designations of origin maintain a solid presence in the agro-food market, giving a solid base to firms.