The value chain of the extensive wine industry begins with the planting and cultivation of vines (viticulture) and, once wine has been produced (viniculture), continues with its distribution and marketing. The sector is therefore made up, first of all, of more than 550,000 wine-growing businesses, which tend to be very small on average (with barely 1.70 hectares). In fact, 68.8% are below half a hectare and only 3.9% own more than 10 hectares.
Secondly, we find over 4,000 wine-producing firms. Cooperatives, a business model that is deeply rooted in the sector, account for around 60% of production in terms of volume, although in value the large winemaking groups stand out, with a more diversified supply and significant export volumes.
Finally, there is an extensive network of distribution and sales businesses for wine-related products. Wineries can sell directly to the end consumer or through other channels, mainly hospitality (hotels, restaurants and cafés) and retail (supermarkets and hypermarkets), which account for 31% and 35% of total sales by volume, respectively (2018 pre-pandemic figures). However, the average price of wine sold through the hospitality channel is almost four times higher than that sold via retail, so that, in terms of value, hospitality sales exceed 50% of the total, as can be seen in the chart below.