Key data
| Regulation | Resolution of April 9, 2026, from ICEX Spain Export and Investment, E.P.E., publishing the Agreement with the Regulatory Council of the Designations of Origin "Jerez-Xérès-Sherry", "Manzanilla-Sanlúcar de Barrameda" and "Vinagre de Jerez" |
|---|---|
| Publication | April 18, 2026 |
| Entry into force | Not specified |
| Signatory bodies | ICEX Spain Export and Investment, E.P.E. and Regulatory Council of the DOP Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda and Vinagre de Jerez |
| Affected parties | Wineries and producers of Jerez, Manzanilla and Vinagre de Jerez wine with export vocation |
| Type of action | Reverse mission of buyers and opinion leaders in the wine sector |
| Category | Agriculture and Fisheries — Agri-food internationalization |
| Official source | BOE-A-2026-8578 |
Wineries and producers of Jerez, Manzanilla-Sanlúcar de Barrameda and Vinagre de Jerez have a concrete opportunity to open international markets without leaving home. ICEX Spain Export and Investment and the Regulatory Council of the three designations of origin have signed a collaboration agreement, published on April 18, 2026, to organize and co-finance a reverse mission of buyers and opinion leaders in the wine sector to be held in Jerez.
This type of action is one of the most effective internationalization tools: instead of wineries traveling to foreign fairs or markets, it is the buyers who come to know the product, facilities and territory. The result is a more solid business relationship and a stronger brand image in target markets.
What does this regulation establish?
The resolution publishes the agreement signed between ICEX Spain Export and Investment, E.P.E. and the Regulatory Council of the Designations of Origin Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda and Vinagre de Jerez for the joint organization of a reverse mission extension.
The designations of origin involved are three:
- Jerez-Xérès-Sherry
- Manzanilla-Sanlúcar de Barrameda
- Vinagre de Jerez
The action consists of bringing to Spain international buyers and opinion leaders in the wine sector: importers, distributors and specialized journalists or influencers. During their stay in Jerez, these profiles will visit wineries and learn firsthand about products covered by these designations of origin.
The agreement establishes co-financing between ICEX and the Regulatory Council, although the specific amounts from each party have not been published in the resolution available in the BOE.
The initiative is part of the policy of internationalization of Spanish agri-food products with high added value, a usual line of work for ICEX for sectors with designation of origin and export potential.
Economic and operational impact
For wineries in the area, the main impact is one of direct commercial opportunity. Participating in a reverse mission organized by ICEX implies:
- Access to qualified international buyers who have already shown interest in the wine sector.
- Visibility before importers and distributors from international markets without assuming the costs of travel to foreign fairs or markets.
- Media coverage and opinion leadership through specialized journalists and commentators who accompany the mission.
- Strengthening the positioning of the three DOP in international markets, which benefits the entire sector, not just the wineries that participate directly.
From an operational perspective, wineries that want to be visited during the mission will need to coordinate with the Regulatory Council to be included in the program. There is no published data on the number of wineries that can participate or on selection criteria.
The direct cost for participating wineries is not specified in the resolution. As this is an action co-financed by ICEX and the Regulatory Council, it is customary for participation to be free or with minimal contribution for companies in the sector, but this must be confirmed with the Regulatory Council.
Who does it affect?
- Producing wineries covered by the DOP Jerez-Xérès-Sherry with interest in exporting or expanding international markets.
- Manzanilla-Sanlúcar de Barrameda producers who want to gain visibility before foreign buyers.
- Vinagre de Jerez producers with export vocation.
- Exporters and marketers of wines covered by these three designations of origin.
- The Regulatory Council, as co-organizer and co-financier of the action.
Companies that do not have export vocation or that already have a consolidated international distribution network have less incentive to participate actively, although they benefit indirectly from the strengthening of the DOP image.
Practical example
A medium-sized Jerez winery with Fino and Amontillado production that currently exports to three European countries wants to open markets in Asia or North America. Participating in the reverse mission organized by ICEX allows it to receive importers from those target markets at its facilities, show them the production process, conduct guided tastings and establish direct commercial contact, all without assuming the cost of a prospecting trip abroad or participating in an international fair.
Buyers who come to a reverse mission already have prior interest in the sector: it is not a courtesy visit, but a qualified commercial action. This significantly increases the probability that the visit will result in an order or the beginning of a business relationship.
Additionally, if the mission includes journalists or specialized opinion leaders, the winery can obtain coverage in international wine sector media, which strengthens its brand positioning in those markets without additional investment in communication.
What should companies do now?
- Contact the Regulatory Council of the DOP Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda and Vinagre de Jerez to learn about participation conditions, the mission calendar and selection criteria for visited wineries.
- Confirm that the winery is covered by one of the three designations of origin involved in the agreement: Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda or Vinagre de Jerez. Only wineries under these DOP are eligible.
- Prepare presentation materials in English (or other languages depending on the mission's target markets) to make the most of contact with international buyers: product sheets, export rates, certifications and production capacity.
- Identify priority international markets for the winery and communicate them to the Regulatory Council, so that the selection of invited buyers can align with the export interests of participating wineries.
- Stay informed through ICEX and the Regulatory Council about the mission dates, participating buyer profiles and registration procedures.
Frequently asked questions
Q: Is participation in the reverse mission mandatory?
A: No. It is a voluntary action. However, it is highly recommended for wineries with export vocation, as it is a low-cost way to access qualified international buyers.
Q: What is the cost for participating wineries?
A: The resolution does not specify it. It is advisable to contact the Regulatory Council directly to confirm whether participation is free or involves a contribution.
Q: Can wineries that are not yet exporting participate?
A: Yes, as long as they are covered by one of the three DOP and have export vocation. The mission is designed precisely to help wineries open international markets.
Q: When will the mission take place?
A: The resolution does not specify a date. Contact the Regulatory Council for information on the planned calendar.
Q: What if my winery is not selected to participate?
A: Even if your winery is not visited, you benefit indirectly from the strengthening of the DOP image in international markets, which facilitates your own export efforts.
Official source
Resolution of April 9, 2026, from ICEX Spain Export and Investment, E.P.E., published in the Official State Gazette (BOE) on April 18, 2026. Reference: BOE-A-2026-8578.
Disclaimer: This article is for informational purposes only and does not constitute legal or business advice. The information is based on the official resolution published in the BOE. For specific guidance on how this regulation affects your business, consult with a legal or business advisor specialized in agri-food exports and international trade.