European brands D.O. Cava and Jamón ConsorcioSerrano aim for growth in the U.S. market by focusing on premium positioning, consumer education, and sustainable practices, tapping into rising consumer demand for authenticity and quality products as they prepare for major campaigns in 2025.
In a significant expansion of their presence in the United States, Europe’s esteemed Denomination of Origin (D.O.) Cava and Jamón ConsorcioSerrano are set to build upon their achievements from 2024 by placing a heightened emphasis on premium positioning, consumer education, and sustainability. As outlined on February 20, 2025, in New York City, both brands aim to align with American consumers’ growing preferences for quality, authenticity, and environmentally responsible products.
A noteworthy highlight of 2024 was D.O. Cava’s success in the U.S. market, which continues to be its third-largest export hub globally, with more than 18.7 million bottles shipped in the previous year. The U.S. ranks particularly well for premium Cava categories, sitting second for Guarda Superior Gran Reserva and fourth for Guarda Superior Reserva Cavas. Sparkling wine consumption in the U.S. has surged, now constituting 8.1% of total wine consumption, fuelled largely by younger demographics, with 60% of sparkling wine drinkers being under the age of 45.
In response to this growth, all Guarda Superior products will transition to a 100% organic designation by the end of 2025, an important move that aligns with U.S. consumer interests concerning sustainability. “We are continuing to invest in educating the U.S. market about Cava’s exceptional quality and versatility,” stated Javier Pagés, president of the D.O. Cava. He highlighted the strong consumer appetite for premium Cava categories and the alignment of organic production with prevailing consumer values.
Similarly, Jamón ConsorcioSerrano is leveraging its unique position in the U.S. market, which has emerged as the leading importer of cured ham. The volume of cured ham imports to the U.S. reached approximately 2.3 million kilograms, indicating a growth of 23.41%. The product’s 100% Spanish origin and stringent selection criteria, requiring a minimum curing period of 12 to 14 months through traditional methods, resonate with the U.S. trend towards “real food.” Álvaro Díaz de Liaño, Chief Marketing Officer of ConsorcioSerrano, remarked, “Jamón ConsorcioSerrano is more than a product; it’s a taste of culinary heritage,” noting plans to further highlight its versatility through collaborations and promotions.
The 2025 strategic campaign will focus on three main areas:
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Premium Positioning: A strong emphasis will be placed on D.O. Cava’s Reserva and Gran Reserva wines as premium offerings, while Jamón ConsorcioSerrano plans to collaborate with culinary influencers and gourmet retailers.
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Education and Awareness: The Cava Academy, which has certified over 590 wine professionals globally, will continue its role in educating U.S. sommeliers and wine enthusiasts about the versatility of Cava. Training sessions have already commenced in February 2025 at wine and culinary institutions, with additional events planned at industry trade fairs.
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Sustainability Leadership: With a commitment to 100% organic production, the campaign seeks to enhance sustainability measures among producers. This initiative includes steps to reduce emissions and conserve water while aligning with growing American expectations for environmentally responsible offerings.
As American consumer preferences increasingly gravitate towards products that are authentic, high-quality, and transparent, both D.O. Cava and Jamón ConsorcioSerrano are well-positioned to capitalise on these trends. The focus on premium offerings combined with an emphasis on sustainability and consumer education will reinforce their market impact as culinary leaders within the U.S.
Source: Noah Wire Services
