On November 18, #WineCom was held, the II International Congress on Communication and Wine organized by the Navarra D.O. Regulatory Council, which stood out for the quality and innovation of its presentations.
On Friday, November 18 in Pamplona, Spain, the School of Communication of the University of Navarra hosted the second edition of #WineComThe event is the international conference of reference for professionals in the communication and wine sectors. In this edition, the Regulatory Council of the Denomination of Origin Navarra has focused on the "present future of communication".The event was organized by the winery, presenting current issues related to the importance of communication in the winemaking field.
The day was characterized by a careful selection of international speakers who shared their knowledge and experience, providing attendees with new tools and tips to apply in their business strategies. They also sparked an interesting debate about the future of communication and its trends.
Sergio TorresThe chef and owner of the "Cocina Hermanos Torres" restaurant, who inaugurated the congress, highlighted the importance of communication to reach the general public and the relevance of wine in gastronomic circuits.
Mike Tango Bravo (Project Lead of OpenVino.org and owner of the Costaflores winery in Argentina) and Onar Berrade (Marketing Operations Manager at Userlane, Germany) conveyed to the audience the sales potential resulting from the combination of marketing and technology.
Michele Manelli (manager of the Italian winery Salcheto and vice-president of Equalitas) and Irene de la Concepción (Senior Manager Sustainability and Good Governance Area at KPMG Spain), experts in corporate sustainability, explained how ESG communication not only generates a positive image but also raises awareness, which is urgently needed.
Dimas Gimeno (Founder and President of KAPITA, Founding Partner and President of WOW Concept) and César Glaría (Marketing Director of Galería Canalejas) spoke about the essential need for the digital transformation of companies without forgetting the importance of the shopping experience in retail.
Gustavo Entrala (Futures Designer. Member of the LLYC Advisory Board) and Dina Navaridas (Sales Manager | Global Business Group | Meta, Ireland) addressed the debate on the real possibilities of the metaverse and the importance of correctly and effectively adapting communication across multiple platforms and channels that connect with audiences and consumers.
According to David Palaciospresident of the D.O. Navarra Regulatory Council: "A wine transmits sensations, but for them to arrive we must help it communicate them through a credible and effective narrative based on truth". In turn, Charo Sádaba, dean of the School of Communication of the University of Navarrastates "We must put technology at the service of the purposes of communication and those purposes must be very clear to us. Also, technology makes it easier for us to tell fascinating stories especially in sectors like wine."
This new edition of #WineCom has meant a reinstatement of this event in the panorama of essential conferences for wine and communication professionals. And also for the experts of the future, given the high attendance of students from careers such as journalism, marketing and / or business.e denominations of origin, the starting approaches of the European Commission in the three reforms mentioned, from CECRV was requested all its political formations to support in the European Parliament to ensure that the EU continues to have a strong and specific wine policyThe European wine sector, with the PDOOs as its driving force, has been a success story so far.
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