José Luis Roses: “visits to our cellar have increased nearly 40%”
ibeconomía.com - sábado, 11 de febrero 2017 | 8:00 Hrs.
José Luis Roses is the present owner of Bodegas José L. Ferrer. This family cellar has been in the business since 1931, producing wine in the Binissalem area. Ferrer family has run the cellar since Jose Luis Roses’s grandfather founded it until now, with his children helping out.
They currently have 120 hectares, covering around 400,000 vines of different sorts. This cellar gives more and more importance to local varieties. They have the red sort: Mantonegro or Callet; and the White one: Moll or Prensal Blanc.
Jose L. Ferrer company produces five different sorts of ranges: José L. Ferrer, the more traditional and well-known; Veritas, a reference in the Hotel, Restaurant and Catering distribution service; DUES, that mixes a local and a foreign variety in three different wines; Pedra of Binissalem, ecologic wine; and the youngest, Ferreret, made of 100% one red sort of local varieties.
“We are very much into innovation and creation of new wines, but it’s been years since that we expanded into wine tourism, further from our core business, which has always been wine production”, declares José Luis Roses. The privileged location of the cellar, in the centre of Mallorca, just twenty minutes away from Palma, and the ten or so million tourists that came to the island year after year, made them think about offering a new experience, one that would make Mallorca’s wines better known.
“In the past three years, visits to Bodegas José L. Ferrer have increased nearly a 40%, which is close to 18.000 people. The increase is mainly due to a better supply that includes more opening days and hours, multilingual staff qualified in enology and refurbishing the cellar so that it could welcome tourists”, points out the current owner. They also opened a shop were all their wines and many other Balearic products could be purchased.
One of the most advantageous aspects of this kind of offer is that it helps to de-seasonalise tourism. Their busiest months lie in April, May, September and October, which is quite significant for Mallorca, because visitors will gradually find more activities than just the beach and the sun.