Cristina Gutiérrez, of Grupo El Ciruelo:

"Sales of grapes for New Year's Eve doubling every year"

The Christmas celebrations are around the corner, which means we will soon bid farewell to the current year. To this end, Spanish consumers will, once again, have a chance to enjoy the special New Year's Eve packaging from Grupo El Ciruelo.

This format makes it easier to eat the traditional 12 grapes, as it includes washed and ready to eat seedless grapes presented in an attractive container-shaped clock. "The design of the package is a tribute to the Spanish New Year's Eve tradition and features a reproduction of the clock from Madrid's Puerta del Sol. It is a new and attractive design, ideal to eat each of the twelve grapes after each bell strike. It is an individual tub-shaped clock with twelve holes for the twelve grapes, which makes it easier not to lose count," explains Cristina Gutiérrez, of El Ciruelo's Marketing department.

"Since we created and patented this product in 2012, sales have doubled year after year, and our production has also doubled. It is a very young product in the market, but well received by consumers, and we hope to continue growing in the coming years."

According to Cristina Gutiérrez, "this product provides a fun, healthier, safer and easier alternative to the traditional cans. We don't just supply a fresh product, but also a safer one than cans, since you can easily cut yourself with those; cans also contain more liquid preservative, which makes consumption more uncomfortable."

Currently, half of the grapes used for this format come from its own production and the other half is imported. "The late variety that we produce for this format is very new; in fact, it doesn't even have a name, so our fields are not yet at full capacity, and given the high demand for white seedless grapes in October and November, we are forced to import. It is a very sweet variety compared to the imported fruit, which due to being the first of the season are green and therefore sourer. But in this format, what matters most is sweetness, given the speed at which the consumer must eat the grapes. In about two years we hope to be able to have one hundred percent self-produced grapes for Christmas."

For more information:
Cristina Gutiérrez
Grupo El Ciruelo
Ctra. Alhama-Cartagena, Km 2,5.
T: +34 968 630 645
M: +34 629 253 150

Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber