{"id":9930,"date":"2026-01-28T16:10:45","date_gmt":"2026-01-28T15:10:45","guid":{"rendered":"https:\/\/navarrawine.com\/?p=9930"},"modified":"2026-01-28T16:10:50","modified_gmt":"2026-01-28T15:10:50","slug":"winecom-consolida-la-comunicacion-como-clave-para-aumentar-el-valor-del-vino","status":"publish","type":"post","link":"https:\/\/navarrawine.com\/en\/winecom-consolida-la-comunicacion-como-clave-para-aumentar-el-valor-del-vino\/","title":{"rendered":"#WineCom consolidates communication as key to increasing the value of wine"},"content":{"rendered":"
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The Faculty of Communication of the University of Navarra hosted yesterday the fifth edition of #WineCom, the International Congress of Communication and Wine, organized by the D.O. Navarra and already consolidated as a reference event in the sector.<\/strong><\/p>\n\n\n\n

The congress began with a welcome to attendees by Charo S\u00e1daba, dean of the School of Communication at the University of Navarra, and David Palacios, president of the Regulatory Council of the D.O. Navarra, who highlighted the importance of this forum as a space for strategic reflection on the role of communication in the future of wine. Under the slogan \"Communication to increase the value of wine\", #WineCom brought together national and international experts who inspired, generated debate and offered practical ideas to a highly professional audience, reaffirming a central idea: without strategic, coherent and courageous communication, it is not possible to enhance the value of wine or the brands that represent it. <\/p>\n\n\n\n

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The day was opened by Elizabeth Gabay MW, one of the world's leading experts on ros\u00e9 wines, writer and international consultant, who focused on the need to clearly define the product, identity and market when aiming to position a wine as premium. Gabay highlighted the success of ros\u00e9 as an accessible and emotional wine, underlining the example of a benchmark region that, for more than three decades, has been able to build a coherent and aspirational narrative around lifestyle, luxury and consistency of message. In this context, he pointed out that Navarra occupies an equivalent place in Spain in ros\u00e9s and should take advantage of this opportunity, stressing that price is a powerful indicator of value, as long as it is backed by tangible and intangible attributes. <\/p>\n\n\n\n

The block dedicated to differentiation as a strategy reinforced this vision from different perspectives. Eva Bernab\u00e9, strategic marketing consultant for wineries, was forceful: \"Without a brand there is no valuable wine\", reminding us that both wineries and appellations of origin must build solid and coherent narratives if they aspire to position themselves in premium segments. Along the same lines, Eduardo Ramos, Marketing Manager of TEMPOS Vega Sicilia, shared the group's unique philosophy, based on long-term vision, time and thoughtful communication that, far from subtracting, feeds myth and desire, summarized in a powerful idea: \"The best wine is yet to be made\". Price and its impact on brand perception were the focus of another of the key blocks of the congress. Javier Ega\u00f1a, CEO and founder of Pricing.Wine, argued that \"data kills the story,\" stressing the importance of having rigorous information to make better strategic decisions. Xavier Oliver, professor at IESE Business School and the University of Navarra, reminded the audience that only valuable brands survive, and invited the sector to evolve from a purely transactional logic towards building lasting relationships, working not only on instrumental attributes, but also on emotional and central ones that connect with the consumer. <\/p>\n\n\n\n

The day concluded with a round table on the power of prescription and influence, which highlighted the key role of the media, competitions, sommeliers and training. In\u00e9s Salpico, editor of Decanter, pointed out that the specialized media have more influence than it seems, since their contents are read and amplified by other prescribers in the market, and defended that young people's interest in wine exists, although they are looking for different proposals. Fr\u00e9d\u00e9ric Galtier, ambassador of the Concours Mondial de Bruxelles in Spain, stressed that awards and medals help to sell wine as long as they are rigorous and prestigious. Mar\u00eda Jos\u00e9 Huertas, head sommelier at the Casino de Madrid and Paco Roncero's restaurant, highlighted the value of the relationship with producers and in-depth knowledge of the client, while David Martin, WSET Development Manager, reminded that training is a fundamental pillar in a sector that continues to arouse curiosity, interest and passion.<\/p>\n\n\n\n


At the closing of the congress, Puy Trigueros, manager of the Regulatory Council of the D.O. Navarra, underlined that the ideas shared during #WineCom reinforce a strategy that will be central to the appellation: to increase the perception of value of the entire D.O. Navarra.
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Identity, differentiation, consistency, emotions, pride of origin, data, patience, audacity, brand value, price and, above all, confidence in the project itself, were some of the key concepts that marked the closing of an edition that once again positions #WineCom as an essential forum for thinking about the future of wine through communication.
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This congress is possible thanks to the collaboration of the Government of Navarra, through the European Agricultural Fund for Rural Development.<\/p>\n\n\n\n

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The Faculty of Communication of the University of Navarra hosted yesterday the fifth edition of #WineCom, the International Congress of Communication and Wine, organized by the D.O. Navarra and already consolidated as a reference event in the sector.<\/p>","protected":false},"author":12,"featured_media":9933,"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":[142,165,69,78,166,82,68],"class_list":["post-9930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-winecom","tag-comunicacion","tag-consejo-regulador-do-navarra","tag-eventos","tag-marketing","tag-navarra-wines","tag-vinos-navarra"],"acf":[],"_links":{"self":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/posts\/9930","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=9930"}],"version-history":[{"count":0,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/posts\/9930\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/media\/9933"}],"wp:attachment":[{"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/media?parent=9930"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/categories?post=9930"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/navarrawine.com\/en\/wp-json\/wp\/v2\/tags?post=9930"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}