Bodegas Emilio Moro, a national and international benchmark in Ribera del Duero, is celebrating a year of great results following the change of presidency, in April 2022, with Javier Moro, a member of the third generation of the family, taking over as president of the winery after being elected by a majority vote on the Board of Directors. With more than 30 years of experience in the Valladolid winery as commercial director, Javier has been one of the main architects of the growth and expansion of the brand, which is now present in more than 70 countries on all continents. “It is a real honour for me to lead the winery, and I couldn’t do it without the unconditional support of my family. My parents instilled in us the value of family togetherness and I know that, together with my sisters and nephews, we will make my grandfather’s and my father’s dream come true”.
One year after the changeover, the revenue achieved in 2022 increased by 16% compared to the previous year, representing a turning point for the winery in the Ribera del Duero region. One of the main reasons is due to the significant growth in the international market, a key objective for Bodegas Emilio Moro. 2022 has meant a qualitative and quantitative change in the winery’s expansion beyond our borders, resulting in an increase of 40% compared to the previous year.
This result is largely due to the growth they have experienced on the American continent, being the market with the highest percentage of growth, led mainly by Mexico and the United States, where they are already consolidated. In Mexico, sales have increased by 87% compared to 2021, making it the most important export country. In the United States, the evolution has also been very positive, with 20% growth compared to 2021, with a presence in 46 states.
“2022 has been a year of growth, but not only in numbers, but also as a family, as a company. Without our people, we would not be able to do what we do.”. With these words, Javier Moro values the work and professionalism of the team that makes up the brand and highlights it as another of the main reasons for business growth. “Surrounding ourselves with very good professionals has been one of the fundamental keys to getting where we’ve been this past year”, he concludes. The winery has relied on the value of human capital with the professionalisation and projection of the teams and the modernisation of management, accompanied by the incorporation of new professionals who will enable them to face the challenges posed by the current panorama.
For 2023, Bodegas Emilio Moro set itself the challenge of consolidating its presence in Europe, with Switzerland, Germany and Sweden as its main markets. Asia is another of the company’s major long-term challenges, as this market is still in a period of growth. In addition, a market management strategy has been established in which price control, closer and greater contact with the distributor, increased knowledge of the point of sale and control of brand positioning in the different countries in which they are present are priorities. In this way, the Ribera del Duero winery estimates a 30% growth in the next three years, thanks to the start of new projects, the inauguration of a new winery in El Bierzo and major collaborations and alliances that respond to the company’s new philosophy.
And finally, they have worked on a change of philosophy, whereby the family, consisting of third and fourth generation members, together with ‘La Feli’, mother of the third generation, have stepped forward and become the main ambassadors of the brand. They have been joined by a number of collaborators as spokespersons who, being experts in different areas, have become representatives of the winery.
Fulfilling its growth objective, Bodegas Emilio Moro has expanded its frontiers with the French maison Joseph Perrier, with whom it shares history and values, thus becoming the official distributor in Spain of the products of the prestigious champagne maison.
“We are heirs to a legacy, and thanks to that experience, our passion and desire to improve, we take care of our wines and experiences and we get involved in each of the processes to offer the best to all the people who visit us, making them feel part of our family”. With these words, the winery’s president highlights its progress in the area of wine tourism. Since April 2022, it was decided to focus on greater exclusivity in this service, improving all experiences and customer service, which has led to improved profitability in this business area, increasing sales in this area by 37% compared to the previous year.
All these efforts have led it to receive the Best European Company 2022 Award in the category of Wine Tradition and Wine Tourism from the European Promotion Society in December 2022. The election was carried out by the president Mr. Luis Maria Anson and a group of advisors based on fundamental parameters such as professional career, merits obtained, quality seals, and customer reviews.
The combination of 4 generations under a common project has proved to be the perfect formula to achieve success and carry on with a transformation process that doesn’t abandon the essence, values and tradition of Bodegas Emilio Moro. Looking to the future, but keeping its origins very much in mind, Bodegas Emilio Moro is clear about its objective: to produce top quality wines, always giving the family the place it deserves. But not only to those who bear the Moro surname, but to all those who are part of the winery. Bodegas Emilio Moro gives you the opportunity to feel that you are part of it, witnessing the pride and affection that each member conveys. They are all together, like one big family.
