Sure. ICEX is the Instituto de Comercio Exterior, or Spain's foreign trade bureau. It's an official organism that works to promote Spanish products abroad. They are behind many of the special wine tastings and fairs you come across in the States. Obviously ICEX doesn't just promote wine.
The idea of "Wines from Spain" has been toyed with for several years now. Spain was concerned (and with good reason) about the rising popularity of wines from other contries like Chile, Australia, New Zealand and South Africa. These are the so-called New World wines, and they are often good and cheap.
Spain is one of those rising stars, and exports to the US continue to grow steadily. But progress has been slower than expected and in some ways quite a bit slower than the other countries. This was sort of surprising because considering Spain's turnaround and its history, things should have been brighter. It's sort of like when you open the door and your dogs race in from under your feet and eat your sandwich.
One reason people felt Spain had difficulty selling abroad was an identity problem. No one knew where to start. The confusing appellation system, where every region has a different name, made identifying a Spanish wine difficult. Maybe people still don't know Freixenet is Spanish (or should I say Catalan! Just kidding Fernando
). Commercial experts suggested promoting wines under one name - the country - to avoid confusion. I believe Chile does something like this. It's easier for people to associate the wine with a country rather than some obscure D.O. like Ribera del Guadiana (which is in Extremadura)
There is definitely some logic there, but also some debate. Countries like France and Italy use similar systems to Spain and don't have an image problem at all. I can't understand all the Chateaux this and Chateaux that, and yet, that doesn't affect French marketing. French wine is also much more expensive and shakier in quality. Italy has undergone a similar wine revolution to the one felt in Spain and the boom in the States was huge.
But that may be only part of the problem: Australian wines for example are often quite good and reasonably priced (they are also often sold in magnum bottles 1.5 liters - something which Spain doesn't exploit very well). In Spain, wine is very reasonably priced, but much of it goes sky high when it reaches the States. Some of that has to do with distrbution and tariffs, but when a 10 euro albariño goes for $60 at a restaurant, you begin to wonder what's going on. Wineries will also sell their most expensive stuff to countries like the US. I'm still talking in very general terms here, 'cause I know there is a lot of good cheap Spanish wine in the States too. But the competetive price is a concern that has been voiced by wineries on numerous occasions.
The debate doesn't end there. As I mentioned before, resistence has also been met by the major winemakers in Spain. Regions like Rioja, Ribera del Duero or Priorat can stand on their own two feet and don't really want their wine confused with some ordinary stuff from God-knows-where (I'm a big proponent of many smaller wine regions, by the way, but have to admit that quality consistency does slip at those levels).
So, I know ICEX is behind the campaign, you can check the home page for more. What I don't know is how extensive the "Wines from Spain" is. Most of these regions will also want freedom to roam and promote on their own.
As for the guide, well, let me know what you think. Remember ICEX is there to promote Spanish wine, so everything should sound perfect and spotless and wonderful and all that. But that's OK, a little embellishing never hurt anyone. Plus, Spain deserves a little more attention in this area.
On top of that, it's a free guide! Compliments of the Zapatero Government, I guess!
Well, as usual, I was trying to be brief, but I'm a hopeless case.
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