Reverse Mission ICEX-Jerez 2026: opportunity for DO Jerez wineries

Key data

Wineries and producers covered by the three designations of origin of the Jerez Framework have a direct commercial opportunity: to receive in their own production area buyers and opinion leaders from the international hotel sector. This is established by the agreement formalized between ICEX Spain Export and Investment and the Regulatory Council of the DO Jerez-Xérès-Sherry, Manzanilla Sanlúcar de Barrameda and Vinegar of Jerez, published in the BOE on May 15, 2026.

The chosen mechanism is the reverse mission: instead of producers traveling to external fairs or markets, it is potential international buyers who travel to Jerez to learn about the product and production area. This format facilitates commercial agreements in an environment favorable to the producer and reduces the cost and logistics involved in direct internationalization.

What does this regulation establish?

The resolution publishes the collaboration agreement between ICEX and the Regulatory Council for the joint organization of a reverse mission aimed at buyers and opinion leaders from the international hotel sector. The key elements of the agreement are:

• Purpose: Organization of a reverse mission of buyers and/or opinion leaders from the hotel sector to be held in Jerez.
• Designations included: Jerez-Xérès-Sherry, Manzanilla Sanlúcar de Barrameda and Vinegar of Jerez.
• Financing model: Co-financing between ICEX (public body dependent on the Ministry of Industry, Trade and Tourism) and the Regulatory Council (regulated private sector).
• Commercial objective: Increase the presence of these products in international hospitality, especially in high-value markets.
• Guest profile: Direct buyers and opinion leaders with the ability to influence purchasing decisions in the hotel sector at an international level.

The resolution does not specify the exact amount of each party's contribution nor the exact dates for the mission.

Economic and operational impact

For wineries and producers in the Jerez Framework, this agreement has a clear operational and commercial impact:

• Reduction of internationalization costs: Participating in a reverse mission eliminates travel, accommodation and participation expenses in international fairs that the producer normally assumes when seeking buyers abroad.
• Access to real decision-makers: The invited profiles are buyers with purchasing capacity and opinion leaders with influence over wine and beverage lists in international hotel establishments. Contact is direct and in the product environment.
• Public co-financing: Being co-financed by ICEX, the economic burden on the Regulatory Council and, by extension, on the sector, is less than if the initiative were exclusively private.
• Focus on high-value hospitality: The target segment is premium hotel markets, which aligns the initiative with the positioning of the DO Jerez in the segment of differentiated quality products.

No data has been published on the total budget of the agreement or on the number of expected buyers, so it is not possible to calculate the cost per commercial contact generated.

Who does it affect?

• Wineries and producers of the DO Jerez-Xérès-Sherry: Generous and liqueur wines protected by this designation.
• Wineries and producers of the DO Manzanilla Sanlúcar de Barrameda: Manzanilla producers based in Sanlúcar de Barrameda.
• Producers of the DO Vinegar of Jerez: Manufacturers of vinegar protected by this designation of origin.
• International hotel sector: As the recipient of the mission, hotel establishments and their purchasing managers or opinion leaders are the target audience of the action.
• Exporters and distributors: Companies working with these products in international hospitality channels may benefit indirectly from the increase in demand generated.

Practical example

A medium-sized winery registered in the DO Jerez-Xérès-Sherry that wants to access the hotel channel in markets such as the United Kingdom, Germany or the United States would normally have to participate in international fairs (Prowein, London Wine Fair, etc.), with costs that can exceed 5,000-15,000 euros per event between registration, stand, travel and materials, without guarantee of contact with real purchasing decision-makers.

With the reverse mission organized by ICEX and the Regulatory Council, that same winery can receive in Jerez pre-selected international hotel buyers with decision-making capacity, in an environment that favors the presentation of the product in its natural context. The direct cost for the winery is limited to preparing the visit and samples, while the organization and recruitment of buyers is handled by the co-financed agreement. The winery does not need to travel or assume the costs of participating in external fairs for that specific contact.

What should companies do now?

1. Contact the Regulatory Council of the DO Jerez: It is the coordinating body of the mission. Request information about the schedule, participation process and requirements for your winery to be part of the international buyers' visit agenda.
2. Verify registration in the corresponding designation of origin: Only producers registered in the DO Jerez-Xérès-Sherry, Manzanilla Sanlúcar de Barrameda or Vinegar of Jerez can participate. Confirm that your registration status is up to date.
3. Prepare commercial materials in English and other key languages: The invited buyers are international. Product sheets, export rates and presentations should be available in the languages of target markets.
4. Define your value proposition for the hotel channel: The target segment is high-value hospitality. Identify which products in your catalog best fit this channel and prepare specific arguments (pairings, format, service, exclusivity).
5. Coordinate with ICEX if you are an exporter or distributor: If you work with these products in international hospitality channels, contact the corresponding ICEX office to find out if you can be integrated into any phase of the mission.