Every year on 23 April, Catalonia celebrates its patron saint, Sant Jordi, with the spectacular exchange of books and roses in the streets. This year, Cava producers aim to lighten the sombre mood caused by the impact of pandemic restrictions on bars and restaurants. For the first time, dozens of established contemporary writers will sign their books in Cava wineries, rather than at street stalls. The aim of the initiative is to boost greater domestic consumption of Cava.
In 2020, Cava shipments to the domestic market’s on-trade sector plunged by 38.8 percent, according to the Cava DO board (Denominacion de Origen). However, sales prospects were raised in April, when several leading Cava companies, including Vallformosa, Juve y Camps and Codorniu, reported signs of a recovery based on increased sales in March. Cava producers expect sales in all markets to be further lifted in the run-up to Christmas, when 30 percent of Cava production is traditionally sold.