On January 19, #WineCom, III International Congress of Communication and Wine organized by the Regulatory Council of D.O. Navarra, was held, becoming an unmissable event for experts in both sectors.
On Friday, January 19 in Pamplona, Spain, the School of Communication of the University of Navarra hosted the third edition of the #WineCominternational congress for communication and wine professionals. Under the title "Wine, an inexhaustible source of communication".the Regulatory Council of the Denomination of Origin Navarra focused on the importance of working effective communication strategies to connect with the public and bring wine closer to consumers. Attendees had the opportunity to learn about the trends and successful tactics currently used by the main communication agencies, as well as the most influential opinion leaders in the wine sector. Once again, #WineCom was characterized by the quality of the speakers and the practical tools they shared with attendees thanks to their vision, knowledge and experience.
Santi Rivaswine critic, champion and runner-up in the Spanish Blind Tasting Championship, leader of Colectivo Decantado and author of "Deja Todo o Deja el Vino", was in charge of opening the congress, highlighting the importance of telling true stories supported by quality products. Ricardo Hernandez (Corporate Relations Director of Diageo Southern Europe) and Enrique Guerrero Perez (Professor at the University of Navarra, specializing in Entertainment & Media Management) shared the latest trends that are setting the course in corporate communication strategies. Andrés González-Cuevas (CEO and founder of La Cueva Estudio) and Marta Clot Garrell (Content creator and sommelier) talked about the revolution of audiovisual content from the perspective of the most conventional productions to the ephemeral and widely distributed content of social networks. Vanessa Sanmartín (Account Director, M&C Saatchi Group) and Jorge del Río (Professor at the University of Navarra, specializing in Advertising Creativity and Branding) gave the most advertising-focused talks, sharing successful examples of campaigns based on communicating values and raising awareness of causes that help build a better world. For their part, Beatriz Machado (Niepoort Marketing & Tourism Director) and Ricardo Moreno Rodríguez (Founder and Director TSMGO) have exposed the importance of putting the focus on the consumer experience and the consumer.
According to David Palaciospresident of the D.O. Navarra Regulatory CouncilWith the organization of this event, the Control Board of the D.O. Navarra once again shows itself to be the leader in communication, reflecting current events, innovation and the latest trends in its sector in a professional meeting of great impact and a long journey". At the closing ceremony, Patricia Fanlo, Councilor for University, Innovation and Digital Transformation of the Government of Navarre highlighted "the importance of the wine sector in Navarra, recognized by the Government for its contribution to the economic and social development of the whole of this territory". He also stressed the need to address challenges such as globalization and climate change, stressing that "innovation, sustainability and communication must be fundamental ways to achieve this transformation".
The organization of #WineCom is possible thanks to the support of the European Fund FEADER and the Government of Navarra.
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