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“We have to sell cava as an exclusive, glamorous product”, says PIMECAVA chairperson

March 22, 2011 12:45 AM | CNA /Gastroteca.cat/ Ignacio Portela Giráldez

PIMECAVA is the Association of Small and Medium-sized Cava Producers. It is chaired by Mercè Rosell, who claims in a video interview that the only way to compete against French champagne is by marketing cava as a quality and prestigious product. In order to do that it is fundamental to have the support of big cava companies like Freixenet and Codorniu and a good relationship with exporters.