On January 31, the fourth edition of #WineCom, the International Congress on Communication and Wine promoted by the Navarra D.O. Regulatory Council, was held in Pamplona, consolidating itself as an essential meeting point for experts in both disciplines.
Olite, January 31, 2025 - The world of wine is undergoing a constant transformation, driven by changing consumer habits, technological progress and growing consumer expectations. Aware of this reality, the experts gathered at #WineCom have addressed, under the slogan "The challenges of wine communication".The event was held at the Faculty of Communication of the University of Navarra, a partner of the event. The conference took place at the Faculty of Communication of the University of Navarra, a partner of the event. Pamplona has once again become the epicenter of this benchmark congress, which has featured a line-up of internationally renowned speakers from the fields of wine, marketing and communication.
The inauguration has been carried out by Álvaro PalaciosThe event was attended by the renowned Spanish winemaker and oenologist, who offered his views on the sector's main communication challenges, highlighting the importance of preserving the wine's identity. "Wine connects us with the soul of the territory. It is liquid history that reminds us of where we come from. In times of speed without brakes, we need to recover its essence." said Palacios, stressing the need to communicate wine from its authenticity and roots. The first thematic block, "New consumer trends"has been starred by Ferran Centellessommelier of great trajectory, and Juan ParkDirector of IWSR Drinks Market Analysis for Spain and South America. Both analyzed how new generations are redefining the way wine is consumed, valued and acquired, driving changes in the offer and in the communication strategies of wineries and brands. "Brands pass, the names of the people remain. In the history of wine, what remains in memory is not the label, it is the origin." emphasized Centelles, focusing on the growing importance of territory and authenticity in an increasingly globalized market. For his part, Juan Park has pointed out that "the old world is shrinking, emerging markets are growing with uncertainty. The future of wine depends on explaining its culture in countries where there is no wine tradition", The challenge of winning over new consumers in markets with no historical tradition in the sector was underlined. In a second section, entitled "Communicating health and wellness through wine.", Ursula G. Fraderadietician-nutritionist and scientific coordinator of the Wine Information Council (WIC), along with Miguel Angel MartinezThe conference, which was attended by the University of Navarra, epidemiologist and professor at the University of Navarra and Harvard University, addressed the relationship between wine and health. During his speech,Miguel Angel Martinezhas presented the project UNATI (University of Navarra Aging and Translational Research Initiative), the largest clinical trial on the health impact of moderate alcohol consumption, analyzing how this, in combination with other healthy habits, can influence the prevention of chronic diseases and long-term quality of life. For its part, Ursula G. Fradera has emphasized that "moderate and conscious consumption of wine not only does not increase the risk of cancer, but reduces overall mortality. But this is hardly reported".. Another topic that has attracted a great deal of interest has been "Artificial Intelligence applied to communication.". Pablo Escobedocontent and AI specialist at Prodigioso Volcán, and Xabier IglesiasMementum Tech Entertainment's Generative AI expert, have shared their experience on how artificial intelligence is revolutionizing the opportunities for brands to communicate. "The future of digital content is not in data, but in the ability to generate authentic experiences in a world dominated by the synthetic." said Xabier Iglesias, stressing the need to differentiate oneself in an environment saturated with automated information. For his part, Pablo Escobedo pointed out that "it's not about being the first to use AI. The difference is in the idea, not in the tool." underlining the importance of emotional and strategic content beyond technology. The congress closed with the block "Communicating in times of influencers".in which Javier García-GalloCEO and co-founder of Soy Olivia Media Group, and Lorena Gutierrezknown in networks as Lorena Wine Diary, have reflected on the role of content creators. "Doing what everyone else is doing doesn't make you stand out. Following trends can give you visibility, but authenticity gives you credibility." said Lorena Gutiérrez, stressing the importance of developing one's own identity in the digital ecosystem. For his part, Javier García-Gallo emphasized that "content creators are not just entertainment, they are trusted prescribers. Their influence does not come from the number of followers, but from their veracity", claiming the role of influencers as key agents in wine communication.
Ruben GoñiThe General Director of Rural Development of the Government of Navarra officially closed the congress saying that ".Wine is not just a product, it is territory, culture and rural development. Each bottle carries the effort of those who transform our land into quality."
David Palacios, president of the Regulatory Council of the Designation of Origin Navarra, said after the Congress, "With an agenda packed with high-level keynotes and enriching discussions, #WineCom 2025 reaffirms its role as an essential forum for the evolution of communication in the wine industry, providing attendees with innovative ideas and practical tools to meet the challenges of the future."
The organization of #WineCom is possible thanks to the support of the European Fund FEADER and the Government of Navarra.
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