In this fifth edition of WineCom, we delve into one of the great challenges of the wine industry, both nationally and internationally: how communication can become the key tool to increase the value of wine in a context where consumer habits have changed and competition is more intense than ever.
At the fifth edition of the #WineComCommunication to increase the value of wine", explore how communication can be the most powerful tool to improve the quality of life of our customers. increasing the value of winea challenge that today faces the entire sectornot only at the national level, but also internationalin a context where consumption patterns have completely changed. In a market that is more competitive than ever, this congress invites you to reflect, learn and discover new strategies to stand out, position yourself strongly and gain relevance. Through three key blocks, we will analyze how to differentiate ourselveshow value through price and how boosting prescribing for our brands to truly connect with professionals and consumers. A space to get inspired, discuss and leave with ideas ready to put into practice. Will you join us?
The congress is organized in three key thematic blocks, designed to inspire innovative strategies and reflect on current challenges:
Inauguration by Elizabeth Gabay,
Master Of Wine, World's foremost Rosé expert, writer and consultant
Block 1: Differentiation as a strategy
Eduardo Ramos
In an industry as competitive and fragmented as the wine industry, differentiation has become a key factor in achieving success and building valuable brands. This session will address the importance of designing and executing a differentiating marketing and communication strategy, able to stand out from the competition and effectively connect with the target audience.
Digital Marketing Manager Vega Sicilia
Coming soon
To be confirmed
Block 2: Price, a key factor for brand perception
Javier Egaña Ugrinovic
In the world of wine, price is not just a number: it is a strategic element that directly influences the perception of the brand and the quality of its products. This session focuses on the importance of defining a coherent pricing strategy for wineries seeking to add value to their wines and build strong and recognizable brands. It will analyze how price acts as a communication and positioning tool.
CEO & Founder Pricing. Wine
Xavier Oliver
Professor at IESE Business School and the University of Navarra
Block 3: The Power of Prescription and Influence
Inés Salpico
In a market as competitive as the wine market, if you don't communicate, you don't exist. This session will address the importance of generating prestige through strategic allies from different channels and profiles, which amplify the visibility and prestige of brands. Round table with representatives of major international media, prestigious competitions, sommeliers who set trends and trainers who promote knowledge of wines and regions. Getting them to talk about a brand is essential to connect with professionals and consumers.
Decanter Regional editor - Spain, Portugal & South America
María José Huertas
Head sommelier of the Casino de Madrid and Paco Roncero's Restaurant.
Frédéric Galtier
Ambassador Concours Mondial de Bruxelles in Spain
David Martin
Development Manager Wine & Spirit Education Trust (WSET)
Attendance at #WineCom 2026 is presented in the following format on-site and has different types of tickets available on the web site www.winecom.org.
– Generic Input (face-to-face): 100 €.
– Reduced Entry for personnel of wineries and winegrowers of the D.O. Navarra, students and alumni of the University of Navarra (in person): 50€.
The ticket includes:
- Attendance at #WineCom, V International Congress on Communication and Wine
- Lunch promoted by the organization in the restaurant of the Museum of the University of Navarra.
Tickets are available for purchase on the website www.winecom.org.
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