Every year, millions of people walk the mythical paths of the Camino de Santiago, drawn by the history, spirituality, nature, and cultural richness of these ancient routes.
In 2026, these legendary paths will also become a tremendous business opportunity for French, Spanish, and Portuguese wineries located along the route… or nearby.
A New Adventure Driven by APVSA
APVSA is launching an unprecedented initiative: highlighting the wines of the Camino de Santiago to importers, distributors, and retailers in Canada, the United States, and Mexico.
This promotion will take place as part of the Transatlantic Wine & Spirits Tour, a professional tour scheduled from January 7 to 26, 2026, across 13 major North American cities.
Why This Initiative?
Because the Camino de Santiago is more than just a route:
it's a story of quest, sharing, and transmission. A powerful narrative, easily marketable and highly attractive to wine professionals.
The objective: to offer North American buyers high-turnover wines, supported by authentic storytelling and remarkable visual identity.
A High-Impact Marketing Strategy
For each participating winery, APVSA provides:
- Dedicated communication, focused on the Camino's storytelling.
- Visual enhancement: location of the winery on an official map of the Camino de Santiago.
- Full representation if the producer cannot travel.
- Highlighting during the press campaign and tastings.
Result: a world that captures attention and enhances each vintage.
Who Can Participate?
Wineries:
- located directly on the Camino de Santiago,
- or in the immediate vicinity (France, Spain, Portugal).
Benefits for Producers
Here's why this initiative represents a real springboard:
🚀 1. Rapid Access to the North American Market
The Tour brings together motivated and qualified professionals: importers, distributors, agents, and buyers.
🎯 2. Strong Visibility and Increased Awareness
Wines linked to an iconic cultural journey generate curiosity and interest.
💼 3. A Powerful Network Effect
Strategic meetings, partnership building, business opportunities.
🌍 4. An Opening to Wine Tourism
The link between pilgrimage, territory, and wine naturally attracts travelers and specialized agencies.
🎯 Clearly Defined Objectives
- Recruit new importers
- Convince retailers to add the winery to their catalog
- Encourage restaurateurs to include these vintages on their wine lists
A Strong Story. A Unique Positioning. A Market to Conquer.
By associating your wines with one of Europe's most symbolic paths, you offer North American buyers more than just wines: you offer an experience, a story, a territory, an emotion.
This initiative is designed to attract attention, create curiosity, and foster connections between your winery and new markets.
