Break down myths of restaurant industry profession in general and particularly the sommelier job position. Debate on the identification of hospitality problems, referring to employer companies, family life reconciliation, future of the profession, continuous training and the professional staff oriented to excellence.

Three collective views of consecrated sommeliers settled in different regions of the national territory.

Tasting of 4 wines directed by the speakers, based on their own choice and with a special link in their professional career.

Wine Mixology is a concept based on join the culture of wine and sommelier to the world of bar, spirits, bartenders and cocktails. In this presentation Oscar will tell us about the history of blends with red wines, their evolution to the present day, the current moment, trends and the sustainable logic to follow.

How do we position our brand in the digital environment?

How do we understand and apply e-commerce in our wine business?

What is our ideal target for optimal sales, according to our company's definition? How do we design a campaign and/or marketing strategy to achieve our objectives?

In this debate we will answer these and other questions in order to offer examples of good and successful practices in the wine business.

How do I sell my wine on the Internet? Is there a formula for success? Is there more information and current events in the wine world thanks to the Internet, opportunity or threat for brands and their reputation? Wine scores in contests or winelover stars?

We will analyze the current situation of the oenological world, its opportunities and marketing threats in social networks and e-commerce and how to have a successful strategy in the digital era.

In this presentation Oriol will explain the tradition of this millenary drink within the Japanese culture as well as deepen the different styles of sake that exist today in the market and how they are produced. He will also talk about how certain wineries work with the community's raw material, be it water, rice or certain yeasts, and how all the leftover elements that are not bottled are used and how they are used to be able to affirm that sake production is barely It produces waste for planet earth.

Archaeologist, historian and expert in cultural heritage, Daniel will share his vision on the importance of valuing the territories that tell stories that contribute to the products.

The online wine sales sector has undergone a radical change since its inception, focusing on a segment that is gaining more and more followers every day and turning online platforms into a leader in sales and quality wine prescribers. The future of retail depends on who has a direct relationship with the consumer and online sales have a great advantage in this sense. Aspects such as AI, which allows us to know the consumer, and the improvement in the distribution network, contribute to the increase in volume. Round table where those responsible for the most visited online wine sales portals will offer us their vision of the future of the sector, new trends and top sales. When the time comes, we will also be able to find out how digital shops work and their constant commitment to innovation.

El Massís is a unique territory in the Penedès wine region, with notable differences in geology, climate and vegetation. In this landscape dominated by calcareous soils, the grapes achieve a perfect balance that gives rise to wines with a marked mineral character and an excellent capacity for ageing. 

Tasting of five wines from different points of the Spanish geography paired with several premium quality seafood products, and combined with habaneras and other round-trip songs, creating a unique and peculiar sensory universe, with its dose of nostalgia and evocations to the sea and to the old port environment, to the cultural mixture between America and Spain... Five commented wines and five songs specially chosen and performed live by the Arjau group www.arjau.com . Marine wines would be those in which their proximity to the sea provides them with a unique imprint and a differentiated personality. 

After more than 20 years of Javier in the world of beverages and 10 years focused on the field of training, this is a new model for sharing knowledge. ALMA seeks to teach through the beverage sector, the importance of the field, traditions, its craftsmanship, the social and physical environment of the producing regions and most importantly, the people who make everything possible.

What is the relationship between music, mathematics, the brain and wine?

The latest advances in neuroscience are gradually allowing us to discover the secrets of this great unknown to humanity. We already have some of the answers that explain the synaesthesia phenomenon, what makes us opt for one or other artistic expression including music, what does our brain identify as beauty, what does mathematics have to do with these processes, and how all these concepts relate and merge with WINE, in a global model understanding what it really is.

A presentation that addresses a parallel approach to current communication techniques, and opens up an immense range of possibilities for professionals to re-communicate their brand, find their differentiating points, increase sales, open new markets and create new ways of maximizing their consumer´s wonderful experience consuming wine.

A project that is based on the art of using and respecting nature, creating beverages in a totally wild way, in a simple way in its preparation preserving the organoleptic qualities of the product.

Wine tourism is highly instagrameable because it has everything to be a tredingtopic: food culture, oenological glamour, history and actuality, the spectacle of architecture, the inimitable of nature... Living it is a great experience, especially when using nets. Winelovers follow the nets to plan a trip or simply to live their experiences from the sofa. They become "fans" of images of wine-growing landscapes, wineries, wine. The sensations that live through a story, the desire that can provoke a post, is becoming more and more powerful than the visit itself. For this reason, wineries are betting more and more on their networks, on their images in Instagram, which awaken the senses of consumers. Without social networks there is no potential audience.  

Tasting of 8 Garnatxa wines from different areas of Spain with Pedro Ballesteros, the only Spanish Master of Wine.

If it is believed that the vermouth boom can not give more of itself, we were wrong: the appetizer reviled only a few years ago has become the fashionable drink nowadays. New vermouths and appetizers are coming to the market and have generated new offers of vermuterias, new ways of serving it and different novelties that take over the market and are exported. What's the latest in vermouth? We will discover the 5 trends that this sector brings us in 2020. In this talk we will be accompanied by vermouth producers and we will taste their novelties.

From the origins of what we are, a cooperative, the project Syrah by Lluis Capdevila was born. 

Working together to achieve the same goal: to merge music and wine. 

The pianist Lluís Capdevila settled in Celler Cooperatiu de Falset Marçà for seven months with a grand piano, 2.000 bottles and 4 oak barrels of Syrah wine in its aging process. We wanted to know if music influenced the evolution of wine. 

So we count on our winemaker, Marta Ferré, and VITEC, the Technology Park for Wine of Falset, who monitored and determined that the wine had changed. 

The influence of music on wine has been noticeable. Do you want to discover the taste of our musical wine? We are waiting for you in Sala Princep on Monday, February 3 at 16.30. So that you can taste Syrah by Lluís Capdevila and hear some of the cellar-inspired music pieces played by the pianist himself. 

What are the main lines of action and development of the DDOO? Where are they projected to and how do they focus on conquering new consumers and new markets? An open debate to answer these and other questions, to make known the future stakes of the designations of origin, the axes and trends on which they face the conquest of new markets and new consumers. A vision of the future on the aspects that make the wine with DO the central category of the sector, the one that sustains and impels the internal consumption and the exports. Some of the challenges that will occupy more and more resources and energies of the DOs will be identified: zoning; experiential marketing; new links with culture; new ways of guaranteeing origin and quality; involvement with land management; a more humane vision of the product; the value of origin as a pole of consumer attraction; or updating the concept of "natural market"...

Research Science and Cooking. Research on how to expand mixology to all the demands of society. Introducing all trends, especially alcohol reduction.

The project to recover ancestral varieties is perhaps the most important that the Torres Family has developed over the last few decades. It is an exciting project that not only contributes to recovering our country's wine heritage, but also constitutes a possible solution for adapting to climate change. More than 35 years ago, Miguel A. Torres began the search for vines that would have survived phylloxera. Today, the fifth generation, led by Miguel and Mireia Torres, is strongly promoting this project with the aim of producing wines based on uniqueness and authenticity, which transmit our history and wine diversity. Of the more than fifty ancestral grape varieties that the Torres family has managed to recover, six show great oenological potential and aptitudes to face high temperatures and drought. They are Forcada, Moneu, Gonfaus, Pirene, Querol and Garró.

The Interprofessional Organization of Wine in Spain (OIVE) will offer a new vision of the wine consumer in our country, focusing on the reasons that lead the customer to choose a wine over other beverages, what are the preferred moments and how it has been changing its way of acquiring it. In this last aspect, the traditional distribution channels (hotel and catering) and other new ones, not studied until now and of growing importance, will be analysed, such as sales in specialised shops and wine shops, wine clubs, internet sales and direct sales in wineries, which can represent up to a third of the total consumption of wine in Spain.

DOP JUMILLA proposes a guided tour through the most important grape in the region: Monastrell (Mourvedre). – the origin-

We will propose a tour among one the oldest Appellations in Spain. Birth to the Monastrell, where high mountain barriers and extreme wheather conditions make our wines highly distinctive. Only Jumilla is Jumilla.

We will taste 4 wines awarded at the DOP JUMILLA Quality Contest, in the year 2019. The wines will be: A Rosé, 100% Monastrell; a 100% Monastrell red, Monastrell Crianza wine, showing the great potential of this great grape variety with 12 month oak barrel time, and a Red Sweet Monastrell wine. 

Attention is the new currency in the era of noise we live in. If you want to be successful you can't pretend to go directly with the sale. You must seduce and offer value to capture the attention of your potential customers. We will talk about which trends and fashions leave their mark and the best success stories of the moment.

Three visions to share experiences, recommendations, reflections on the sustainable bar. From the successful bar Angelita Madrid to the first Muyu farmhouse restaurant in the Galapagos Islands, through the Canary Islands and a bar that is at the highest international level. The sustainable and self-sufficient bar. 

To request an invitation, please contact: Carla Vidal ( carla@mahala.es )

Every year, the LAUS Awards for Graphic Design and Audiovisual Communication recognize the best graphic art projects. In this Wine Corner we want to give voice to some of the companies in the wine sector that have been recognized with this award thanks to original campaigns and with a great impact inside and outside our country; in addition, we also want to learn how the wine market has evolved from the point of view of the language used for its communication and dissemination, giving special emphasis on the segmentation of the public to whom we address our communications, and by which, we are forced to identify one type or another of language if we want to achieve optimal results.

Christopher will delve into the inner workings of the creative process of the company, bringing insight into the Empirical Spirits flavour universe. With a focus on flavor and detail, this company blends innovative distillation techniques, fermentation, and global ingredients to create new discoveries in spirits and beyond.

Conference in English

Did wine inspire Rock'n'roll or has Rock'n'roll inspired the world of wine? Probably both have been the reasons and therefore these two ways of living have always coexisted in a timeless, rebellious and transgressive brotherhood. Pilar de Haya Huarte-Mendicoa and her WD Federico Oldemberg and Juan Manuel Bellver, takes us into this passionate binomial bringing to light the secret passions of some of the most renowned rockers and their eternal passion and unbridled love for wine. Musicians who have brought their passion to wine, in the same way as for music, showing a great sensitivity also in this field. Songs that speak of wine...Wines that inspire to sing...

The brand is one of the most important assets of the wineries as it is the vehicle that allows them to communicate their customers and also consumers in general the quality, history and reputation of their wines and products. The brand is part of its identity and image and it is a very valuable business asset, which allows to differentiate from other producers and wineries. It is also a fundamental tool in its internationalization and export process. 

The brand, especially in the food and beverage sectors, is a particularly sensitive element, as it may be associated with certain processes of obtaining or the geographical origin of the ingredients and / or final product, thus being essential to provide the consumer with the maximum information on the origin and quality of the products and wines. This is why more and more restrictive legislation is being introduced in relation to the intersection between brands and designations of origin and geographical indications.

Air Co., the most sustainable alcohol in the world: the first being the world's first carbon-negative vodka. It has won awards from NASA, The United Nations, finalist in the XPRIZE and named one Fast Company’s most innovative products of 2019.

Conference in English

Thomas Matthews, executive editor of Wine Spectator, reflects on 40 years of experience with wine and culture in Spain. Matthews lived in Granada from 1978 to 1979; he bought and sold Spanish wines as director of New York restaurant wines from 1982 to 1986; and has reviewed thousands of Spanish wines over his 30 years as the leading roaster of Wine Spectator for Spain. He will use this experience to debate topics relevant to the Spanish wine industry:

• how the Spanish wine industry has evolved during this period;

• how North American consumers perceive Spanish wines;

• the role of communication media in shaping consumers' understanding and attitudes;

• how the media landscape is changing with the arrival of digital publications and the marketing of influencers;

• what trends are currently affecting the future of Spanish wines in the global market.

Conference in English.

What is the relationship between music, mathematics, the brain and wine?

The latest advances in neuroscience are gradually allowing us to discover the secrets of this great unknown to humanity. We already have some of the answers that explain the synaesthesia phenomenon, what makes us opt for one or other artistic expression including music, what does our brain identify as beauty, what does mathematics have to do with these processes, and how all these concepts relate and merge with WINE, in a global model understanding what it really is.

A presentation that addresses a parallel approach to current communication techniques, and opens up an immense range of possibilities for professionals to re-communicate their brand, find their differentiating points, increase sales, open new markets and create new ways of maximizing their consumer´s wonderful experience consuming wine.

François Chartier shows through a scientific organoleptic study the relationship of each variety of Cava with national and international ingredients and dishes, both from the Mediterranean diet and from the kitchens of Japan, Peru, Mexico and the United States, thus creating a World Food Map.

To request invitation: blanca@mahala.es

Tasting of wines selected from the “Winegang” lounge, through which we will explain what a wine has to have to be considered as #winelover.

Latin America Winner of the call made by BCA 2020, LATAM Sustainability Leader.

Directed to a restaurant staff, where Moll will share guidelines, types, work processes and quality standards, in order to develop high capabilities in satisfying the customer, but also the team. Motivating and dynamic exposition that offers ways to understand how the ideal environment can be created, especially giving visibility to the room team, among workers and with the client. Reconversion of the living room team into Happiness vendors.  

In this talk, Laura will tell us about her project Map of Barmaids, the first platform of Gastronomic Female Empowerment in LATAM. She will talk about the situation of women in the beverage and gastronomy sector, will give us details about this platform, and deepen in human sustainability: how to promote a culture of self-care and health in gastronomy? First steps through the Healthy Gastronomy subproject.

Ferran Centelles and David Seijas oversaw the winery of the legendary restaurant ElBulli for more than 10 years. After its closure, they have been taking diverse paths, where they apply the learned lessons in gastronomic restoration. Without a doubt, the way of communicating wine, selling it and explaining it, has been a big obsession for both. In this speech, they will jointly review communication techniques that allow them to inform, seduce and increase the value of a bottle of wine.

Concebidos como unos premios a la Sostenibilidad y la Responsabilidad Social Corporativa en la industria de las bebidas, destilados y productos relacionados con la coctelería, los BCA Sustainability Spirits Awards son premios de la industria a nivel global que buscan exaltar el liderazgo de personas, empresas y proyectos con una clara apuesta por dar respuestas a la problemática del cambio climático y el bienestar de las regiones y las personas. 

An exciting journey from must to Uncle Pepe amontillado Cuatro Palmas, from splendor to the decadence and death of the flower. Intuition, wisdom, nose, time, chalk and venence are the protagonists in this incessant coming and going of the oenologist through the wineries. The result, the discovery of these oenological jewels that, year after year, show the richness of Sherry wines that dazzle the whole world.

In this table we are going to learn about projects that have sustainability as one of their main signs of identity; and we are going to do it hand in hand with professionals or authorities on the subject who can share their own experiences, successful or recognized nationally or internationally. This is why we are looking at Bodegas Beronia, recently recognised as the most efficient winery in Europe, as well as other wineries of the González Byass group, such as Vilarnau, which prioritise sustainable policies in all their winemaking practices; or why we want to learn more about some of the Wineries for Climate Protection such as Bodegas Soledad. We will also be interested in the Rewine programme, which encourages the reuse of bottles, with the aim, on the one hand, of reducing the generation of waste and, on the other, of saving some production costs.

Entrepreneurial visions about the world of craft distillates and their experience in the Spanish market.

At present it is not very clear what sustainability is in the wine industry, whether it is a (bad) marketing tool, a challenge or an obligation. Those who apply it already in their business are the ones who are going to gain the most in the coming years. We will explain the change of business forever taking into account this approach of sustainability and innovation in favor of optimizing the environmental footprint of wine.  

Agustí Peris and Manel Pla are, in addition to two of the most recognized and deans sommeliers of our country, two great wine thinkers, interpreters of the word and the senses. In this paper we propose from their personal and professional vision, review the meaning and depth of the words used in the wine language, a parallel world linked to images and feelings where the philosophy of each mind creates its own reflection. Natural Wines, Terroir, Minerality, Salinity, Sulfites or Umami are some of the terms that will be put into analysis, valuing their current trend, visions and interpretations. It is undoubtedly a unique opportunity to assess from the reasoned, agile and cognitive exposition of Agustí and Manel, our communication, perception and hedonistic enjoyment of wine.

The Ministry of Agriculture, Fisheries and Food (MAPA) is organising a tasting session that will trace the history of the Spanish Food Awards for Best Wine since its creation in 2013. Attendees will be able to learn about and enjoy some of the wines from the wineries awarded by the Ministry over the years.

Container and content, the wow effect and sustainable impact

What is the relationship between music, mathematics, the brain and wine?

The latest advances in neuroscience are gradually allowing us to discover the secrets of this great unknown to humanity. We already have some of the answers that explain the synaesthesia phenomenon, what makes us opt for one or other artistic expression including music, what does our brain identify as beauty, what does mathematics have to do with these processes, and how all these concepts relate and merge with WINE, in a global model understanding what it really is.

A presentation that addresses a parallel approach to current communication techniques, and opens up an immense range of possibilities for professionals to re-communicate their brand, find their differentiating points, increase sales, open new markets and create new ways of maximizing their consumer´s wonderful experience consuming wine.

The vision of three developers linked to the category of non-alcoholic distillates About the future of the product, market development and evolution of the category.

Conference in English

Paper in which the key factors of the profitability and consolidation of a restoration business will be presented, based on the fact that, possibly, it is one of its most important points and another applied band: the formation and its integration in the philosophy and structure of the company. Empirical and real vision of the presentation and the future of the room.

Empowerment of women in the cocktail and distillery sector