The wars also negatively affected the Cypriot wine industry – Need for promotion in new markets
Cypriot wine has a dominant position in our tourist advantage.
The wine trade in Cyprus has a turnover of approximately 7 million euros, with only 1 million related to exports to other countries, while the rest concerns the domestic market and consumption. Annual wine production amounts to 9 million liters, while consumption of local and imported wine within the country amounts to 16 million. From these figures, it appears that the domestic market is the main customer of wine producers. The matter was also examined by the Trade Committee of the Parliament with the aim of strengthening the crafts that produce wine but also to find ways for its further promotion abroad. However, sources in “K” said that the biggest problem facing the industry is wines originating from other places. The problem lies in the price, since the imported wines have a low production cost, while they lag behind in terms of quality compared to the Cypriot wines. They are available at much lower prices as a result of which many consumers choose them. Also, according to a local producer, “The issue with foreign wine imports also maximizes the risk of unsold Cypriot wines that are produced and remain in the cellars of wineries”. As he pointed out, “If the state does not take the necessary measures, the problem will remain. In particular, a simple wine from abroad costs about 5 euros in the supermarket, while Cypriot wines reach about 7-8 euros.” At the same time, the events happening in the wider Mediterranean area and the war in Ukraine are making it difficult for the wine industry. A 55% reduction in exports has already been counted. In addition, producers also emphasize the increase in costs since the bottles, corks, labels or even the technical equipment are imported to Cyprus by sea, with all that this entails in the final price of the product.
Wine and tourism
However, what was said by all the interested parties, in the presence of the representative of the Ministry of Commerce, is that there must be a holistic approach from the state, but also that it should be understood that wine has a dominant position in our tourist advantage. In particular, wine producers believe that if Cypriot wine is promoted more to tourists visiting Cyprus, the problem of wines that remain unsold will also be solved. A proposal that wine entrepreneurs have been making for years is that there should be a government subsidy for hoteliers and businesses to offer or even recommend more Cypriot wines compared to foreign ones. To a question from “K” to Mr. Thanasis Ignatiou, a wine producer from Paphos, about what is the solution to the problem in question, he replied that “if we consider that every year the hotels all over Cyprus consume about 1.5 million bottles of liquor alone for the reception of tourists (welcome drinks), the state could subsidize hotels to use only Cypriot wines. This will not only solve the issue of unused bottles, but will strengthen our tourism product, and the wines of the Cypriot countryside will become better known to foreigners”.
The problem lies in the price, since the imported wines have a low production cost, while they lag behind in terms of quality compared to Cypriot wines.
Promotion in Asia and China
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Another thing that wine producers believe will help the sustainability of Cypriot wine is the involvement of the state together with the industry to find new markets abroad. In particular, they believe that the markets of China, Japan, Singapore and in general Asia as well as America can absorb large quantities of Cypriot wines, which in addition to economic benefit will also be a good advertisement for Cyprus. Additionally, if such actions are taken, there will be an opportunity to promote all our vine-wine products.
First in production
Cyprus, with its rich history and warm climate, is a hotbed of viticultural prosperity. Almost nine out of 10 vineyard areas of the island are concentrated in two areas. 45% of the vines are located in Limassol, which is famous for its fine Xynisteria and reds which are known for their texture. Then comes Paphos, home to 43% of the vines, where varieties such as Xynisteri, Mavro and Sultanina are grown. The remaining area is shared harmoniously in Nicosia with 11% and lastly Larnaca with only 1% of production.
A palette of flavors of 40 varieties
< p>Cyprus has a rich viticultural vocabulary, with 40 grape varieties giving wine lovers a unique taste experience.
Among the local varieties, Xynisteri stands out, offering fresh, white wines with floral aromas and crisp acidity. . The local Mavro, which gives life to dynamic red and sweet wines, with a rich taste and aromas of spices. Sultanina, which offers sweet and dry wines with a sweet character and aromas of tropical fruits. In addition to local varieties, international varieties such as Cabernet Sauvignon, Merlot, Chardonnay and Shiraz are grown, adding a cosmopolitan touch to Cypriot viticulture.
Wine consumption in Cyprus reaches 16 million liters per year, with Cypriots embracing local wines (56%), while at the same time they also enjoy wines from the E.U. (41%) and third countries (3%). Cyprus, with its rich viticultural heritage and the inexhaustible creativity of its winemakers, appeals to all wine lovers on an exciting taste journey, where tradition meets modern viticultural art.
