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 Daily news from the Canaries and the islands' biggest English language newspaper on-line Spanish wine consumption Hic! According to a recent study carried out by the London consultancy firm Wine Intelligence for the Spanish Wine Market Observatory (OEMV), more than 42 million consumers drink Spanish wine in the product's six most important markets – the United States, Germany, United Kingdom, Holland, Belgium and Switzerland.  The study also shows that US consumers are prepared to pay up to €12.50 for a 75 centilitre bottle, while the British would not pay more than €7.00. The report shows that the increase in popularity of Spanish gastronomy has helped to increase consumption of Spanish wine in the USA. Indeed, 50 per cent of American consumers have tried Spanish wine in a Spanish restaurant. For the OEMV, the strategy needs achieve three objectives: to increase consumer loyalty in markets such as Switzerland and Holland, to improve the perception of quality in countries such as the United Kingdom and Belgium, and finally to attract new consumers, especially young drinkers, in countries like the USA. This article appears in the print edition 596 of Island Connections
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