{"id":9899,"date":"2025-12-17T15:57:37","date_gmt":"2025-12-17T14:57:37","guid":{"rendered":"https:\/\/navarrawine.com\/?p=9899"},"modified":"2026-02-13T11:57:45","modified_gmt":"2026-02-13T10:57:45","slug":"vuelve-winecom-v-congreso-internacional-de-comunicacion-y-vino","status":"publish","type":"post","link":"https:\/\/navarrawine.com\/en\/vuelve-winecom-v-congreso-internacional-de-comunicacion-y-vino\/","title":{"rendered":"#WineCom is back! V International Congress on Communication and Wine"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/navarrawine.com\/wp-content\/uploads\/2025\/12\/Videowall-WINECOM-IV-1920x1080-1.jpg\" alt=\"\" class=\"wp-image-9901\" srcset=\"https:\/\/navarrawine.com\/wp-content\/uploads\/2025\/12\/Videowall-WINECOM-IV-1920x1080-1.jpg 1920w, https:\/\/navarrawine.com\/wp-content\/uploads\/2025\/12\/Videowall-WINECOM-IV-1920x1080-1-1280x720.jpg 1280w, https:\/\/navarrawine.com\/wp-content\/uploads\/2025\/12\/Videowall-WINECOM-IV-1920x1080-1-980x551.jpg 980w, https:\/\/navarrawine.com\/wp-content\/uploads\/2025\/12\/Videowall-WINECOM-IV-1920x1080-1-480x270.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1920px, 100vw\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>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.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the fifth edition of the #WineCom<strong>Communication to increase the value of wine\",&nbsp;<\/strong>explore how communication can be the most powerful tool to improve the quality of life of our customers.&nbsp;<strong>increasing the value of wine<\/strong>a challenge that today faces&nbsp;<strong>the entire sector<\/strong>not only at the national level, but also&nbsp;<strong>international<\/strong>in 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&nbsp;<strong>differentiate ourselves<\/strong>how&nbsp;<strong>value through price<\/strong>&nbsp;and how&nbsp;<strong>boosting prescribing<\/strong>&nbsp;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?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The congress is organized in three key thematic blocks, designed to inspire innovative strategies and reflect on current challenges:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Inauguration by Elizabeth Gabay, <\/p><cite>Master Of Wine, World's foremost Ros\u00e9 expert, writer and consultant<\/cite><\/blockquote><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Block 1: Differentiation as a strategy<\/strong><br>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.<\/p><cite><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\">Eduardo Ramos<\/a><br>Digital Marketing Manager Vega Sicilia<br><a href=\"https:\/\/www.winecom.org\/ponentes\/#enrique\" target=\"_blank\" rel=\"noopener\"><\/a><br><a href=\"https:\/\/www.winecom.org\/ponentes\/#enrique\" target=\"_blank\" rel=\"noopener\">Coming soon<\/a><br>To be confirmed<\/cite><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Block 2: Price, a key factor for brand perception<\/strong><br>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.<\/p><cite><a href=\"https:\/\/www.winecom.org\/ponentes\/#andres\" target=\"_blank\" rel=\"noopener\">Javier Ega\u00f1a Ugrinovic<\/a><br>CEO &amp; Founder Pricing. Wine<br><a href=\"https:\/\/www.winecom.org\/ponentes\/#marta\" target=\"_blank\" rel=\"noopener\"><\/a><br><a href=\"https:\/\/www.winecom.org\/ponentes\/#marta\" target=\"_blank\" rel=\"noopener\">Xavier Oliver<\/a><br>Professor at IESE Business School and the University of Navarra<\/cite><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Block 3: The Power of Prescription and Influence<\/strong><br>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.<\/p><cite><a href=\"https:\/\/www.winecom.org\/ponentes\/#beatriz\" target=\"_blank\" rel=\"noopener\">In\u00e9s Salpico<\/a><br>Decanter Regional editor - Spain, Portugal &amp; South America<br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\"><\/a><br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\">Mar\u00eda Jos\u00e9 Huertas<\/a><br>Head sommelier of the Casino de Madrid and Paco Roncero's Restaurant.<br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\"><\/a><br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\">Fr\u00e9d\u00e9ric Galtier<\/a><br>Ambassador&nbsp;<strong>Concours Mondial de Bruxelles&nbsp;<\/strong>in Spain<br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\"><\/a><br><a href=\"https:\/\/www.winecom.org\/ponentes\/#ricardo\" target=\"_blank\" rel=\"noopener\">David Martin<\/a><br>Development Manager Wine &amp; Spirit Education Trust (WSET)<\/cite><\/blockquote><\/figure>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Attendance at #WineCom 2026 is presented in the following format&nbsp;<strong>on-site <\/strong>and has different types of tickets available on the web site <a href=\"http:\/\/www.winecom.org\" target=\"_blank\" rel=\"noreferrer noopener\">www.winecom.org<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211;&nbsp;<strong>Generic Input<\/strong>&nbsp;(face-to-face): 100 \u20ac.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211;&nbsp;<strong>Reduced Entry<\/strong>&nbsp;for personnel of wineries and winegrowers of the D.O. Navarra, students and alumni of the University of Navarra (in person): 50\u20ac.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&nbsp;The ticket includes:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attendance at #WineCom, V International Congress on Communication and Wine<\/li>\n\n\n\n<li>Lunch promoted by the organization in the restaurant of the Museum of the University of Navarra.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tickets are available for purchase on the website <a href=\"http:\/\/www.winecom.org\" target=\"_blank\" rel=\"noreferrer noopener\">www.winecom.org<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.winecom.org\/entradas\/\" target=\"_blank\" rel=\"noreferrer noopener\">BUY YOUR TICKET AND DON'T MISS THIS EVENT!<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>#WineCom 2026: #WineCom is an International Congress of reference in the field of communication in the wine sector organized by the Designation of Origin Navarra. <\/p>","protected":false},"author":12,"featured_media":9937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[140,142,144,143,69,78,141,68],"class_list":["post-9899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-donavarra","tag-winecom","tag-congreso","tag-congreso-de-vino-y-comunicacion","tag-consejo-regulador-do-navarra","tag-eventos","tag-eventosnavarra","tag-vinos-navarra"],"acf":[],"_links":{"self":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/posts\/9899","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/comments?post=9899"}],"version-history":[{"count":0,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/posts\/9899\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/media\/9937"}],"wp:attachment":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/media?parent=9899"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/categories?post=9899"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/tags?post=9899"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}