Ignacio Prieto Pariente, born in 1984, built a strong foundation with a law and business degree and an international MBA from IE Business School. He joined Bodegas José Pariente in 2013 to oversee export operations and today serves as the managing director of the family group. The lineage traces back to a grandfather who ran a small restaurant in Rueda, dividing his time between wine and hospitality. His venture started with 2.5 hectares of vines and handcrafted wines that were either served in the restaurant or sold in bulk to visitors. The elder Pariente passed away in 1997. Ignacio notes that his mother, Victoria Pariente, was among the early pioneers of winemaking in Spain, while his sister Martina, an Agricultural Engineer and Wine Scientist, now directs all wine production. The family winery spans 91 hectares and yields between 600,000 and 700,000 bottles annually, depending on the season, employing 28 permanent staff and generating around 10 million euros in revenue. The business has reached its third generation, with Martina and Ignacio continuing the family winemaking legacy. Valladolid is celebrated for its white wines from Segovia and Ávila, a regional heritage reflected in the company’s diverse portfolio.
Has Bodegas José Pariente weathered the fears of the pandemic?
Yes. The pandemic impacted all sectors, with hospitality feeling the sharpest blow. The abrupt shutdown of clients created an immediate need to rethink, and forecasts gave way to a more adaptable approach as activity resumed. End consumers returned with enthusiasm, eager to enjoy experiences outside the home. The industry regained momentum as people looked to reconnect with social moments over a glass of wine.
What lessons emerged about managing the business through the crisis?
First is the importance of staying prepared for anything, at both the team and financial levels. On the staff side, processes were made more flexible to accommodate remote work when on-site presence was not possible. Financially, the family faced income losses while fixed expenses persisted, making careful budgeting essential. The team kept a close eye on the vineyard, ensuring operations could continue with a steady hand. The company has always prioritized predictive planning and prudent reserves to minimize disruptions.
And what effects did the war in Ukraine have on the winery?
Beyond broad macroeconomic pressures like higher energy costs, orders from Russia and Ukraine were disrupted even as some markets persisted. The industry as a whole faced a slowdown, though the long‑term impact was mitigated by diverse demand and ongoing sales channels in other regions.
The wine sector often appears fragmented, with many family and artisanal producers. Should the industry move toward consolidation, or does its diversity give it strength?
The market remains highly atomized. Many small wineries shape the landscape, with new projects continually emerging because the barriers to entry—primarily a vineyard and a capable winery—are relatively modest. Young winemakers are increasingly pursuing distinctive projects, keeping the market vibrant. Personal brands and artistic expression remain central, and frequent mergers seem unlikely to erase that spirit. The bond between the winemaker and the land creates a unique, soulful stamp that is hard to replicate in larger, impersonal organizations.
Historically, the wine trade has seen vibrant competition from France, Italy, and, more recently, Chile, the United States, and Australia. Where does Spanish wine stand today?
Spanish wine remains strong with rising expectations. The focus is shifting from value for money to high quality, even at higher price points. By embracing quality without compromise and presenting a confident image abroad, Spain’s wine sector demonstrates depth and talent. Each vintage adds to a growing narrative of craftsmanship and variety that resonates with international markets.
The Kava issue touches on planting rights in certain regions. How does this affect the winery?
The topic is intricate. Past opportunities to expand were followed by efforts to limit them, but the key message remains clear: there are excellent sparkling wines with or without a designated cava status. Over time, standout projects will emerge, whether within a specific DO or beyond it, underscoring quality and regional identity.
What are José Pariente’s main projects for the future?
All vineyards are now cultivated using organic practices, with ongoing collaboration with regional viticulturists to sustain this transition. A strong emphasis is placed on expanding foreign markets, with current exports to 54 countries and a target of 70 within two years. Roughly a quarter of production is destined for international markets, highlighting a strategic push toward global presence.
You and your sister launched Bodegas Prieto Pariente as a spin‑off of José Pariente. What motivated this move?
The venture grew from a shared concern and a drive to expand. The original aim was to rescue old vineyards in the Duero Valley and showcase the region’s wine diversity. Six small parcels were acquired, producing four distinct wines and crystallizing a red wine project that extended the family’s winemaking footprint.
How might climate change reshape wine production patterns? Are competitors expanding as temperatures rise in new areas?
Exploration is in early stages, but climate shifts affect both vineyards and broader agriculture. In this region, rainfall is gradually decreasing, temperatures rise modestly, and those dynamics may push some producers to seek new water resources. In northern climates, including Nordic countries, there is growing interest in planting vineyards as conditions evolve.
And in Spain, is desertification a real risk for the wine industry?
Yes, the southern expanse faces growing challenges with drought and water supply. The trend toward higher temperatures and lower yields will shape production and the need for irrigation in many areas.
Are certain origin names at risk due to these changes?
No clear danger, but global warming is likely to compress yields and necessitate more irrigation. The result could be tighter harvests rather than an outright threat to specific DOs.
How is Bodegas José Pariente addressing rising costs?
Costs are rising across the board. Prices for bottles, corks, and packaging have increased, so the company adjusts margins carefully and raises prices only when necessary, keeping increases modest to avoid deterring buyers.
What about the economic outlook? Is there optimism for the years ahead?
Optimism remains solid. People still want to enjoy wine, and while the crisis shook wallets, recovery momentum persists. The future depends on how prices trend and how well the economy stabilizes in the coming months and years. The key is maintaining steady but prudent pricing to protect consumer purchasing power.
Are steps being taken to prevent further disruption?
Broader measures are being pursued through policy shifts. Central banks are adjusting monetary policies, and production costs, especially energy, are in focus. The aim is to preserve sustainable margins while gradually restoring balance in the economy. It will take time to return to the pre‑crisis stability seen before covid.
Is white wine losing ground to red, or is it still relevant?
White wine has matured and proven its versatility. It stands as an equal partner to red, offering aging potential and broad pairing possibilities that rival the red option.
With beer gaining popularity in bars, could wine lose its edge on restaurant menus, or does wine still hold superior dining appeal?
Wine remains the preferred companion for meals. Beer suits casual moments, but wine supports a wider range of flavors with meals, and its lighter, aromatic profiles complement a variety of dishes without overwhelming diners.
What about engaging younger consumers who cite price as a barrier? How can producers win them over?
Younger drinkers are entering the scene and demand quality. The challenge is to simplify the wine message and highlight accessible options across price ranges. The aim is to help every consumer discover a wine profile they love while keeping products affordable enough to encourage ongoing exploration.