Samenvatting

Wine consumption is decreasing for many decades, but organic products demand is increasing. To counter the image of Spanish wines which is “poor quality and cheap wines” because of their big quantity production and their low prices, Spanish wine producers change their farming method. Spain ranks first organic vineyard in Europe. Wine producer nowpractice organic farming regulated by European Union. Nevertheless, it is difficult to use this organic label as a marketing argument. Wine products from organic farming are assessed by a logo in shops, but it is not enough to promote organic wine. Organic demand continues,competition between producers is increasing too with more choices of products. This competition starts with marketing promotion and communication, but sometimes producers did not know how to promote this organic label. In addition, lack of communication creates alack of understanding from customers about organic label and its meaning. Thus, the thesis research aims to answer a main question: How can Spanish wine producers improve the use of organic farming label in their marketing? Wherefore, four subquestions divided the research to detail and to structure work research: who the organic winebuyers in Spain are, why they are buying in Spain, how Spanish organic wines are perceived and in which sense is the organic label interesting for the buyers. To answer these sub-questions, desk research was used to confront literature review and data from Terra Remota, place where is also conducted the survey answered by clients and interviews answered by professionals. Results showed consumer profile is presentingmost women consumers, aged between 36 and 45 years old from Spain or France and part of private worker social category, present in winery following advice from a friend. They firstly look for quality wine and they perceived Spanish organic wines as “high quality wine forspecial occasion”. For them, the most important criterium for an organic wine is the taste before ethics and price. Professional opinion follows this trend. In conclusion, these elements and this consumer profile should be targeted in order to promote organic label focusing on wine taste and proposal for which occasion drink this Spanish organic wine, word of mouth manner to talk about, be aware of women sensibility. Inaddition, the survey showed an obvious lack of communication from interviews and desk research that should be covered by organizing events to explain organic farming in salons or in schools, asking marketing professionals to advice for personalized design highlightingorganic logo, advertise in a simple way benefits or organic farming with concrete examples and implement more relationships between clients and Spanish organic wine producers. To further this research, the same survey should be conducted in all Spain and with professional survey tools.