César Saldaña

General Manager | C.R.D.O. Jerez-Xérès-Sherry y Manzanilla-Sanlúcar of Barrameda. Spain
César Saldaña


César Saldaña joined in 2000 the Consejo Regulador, the official institution of the Sherry wine industry, as General Manager, overseeing the different denominations of origin of the Sherry region, including not only wines, but also vinegars and brandy. 


Round Table | BWW HUB Territory

The future of appellations of origin

Marta Vidal
Maria Naranjo
Maria NaranjoICEXDirector for Foods, Wines and Gastronomy
César Saldaña
César SaldañaC.R.D.O. Jerez-Xérès-Sherry y Manzanilla-Sanlúcar of Barrameda. General Manager
Sole G. Insua
03-02-2020 16:3003-02-2020 17:30Europe/MadridThe future of appellations of origin

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"...




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