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Track: Innovation

Mon 03
11:00h
Round Table | BWW HUB Digitalization Distribution Innovation

To be or not to be on social media: the digital wine market

Nathanaël Berbessou
Nathanaël BerbessouBodebocaFounding member
Jana Vives
Jana VivesVallformosaHead of Communication and Marketing
Frédéric Galtier
Frédéric GaltierDesembolicFounder
03-02-2020 11:0003-02-2020 11:45Europe/MadridTo be or not to be on social media: the digital wine market

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.

 

 

Speakers' Corner
11:00h - 11:45h Speakers' Corner Free access
11:45h
Round Table | BWW HUB Digitalization Innovation Marketing and communication

From the vineyard to the glass of wine through our smartphone

Glòria Vallès
Glòria VallèsWinestyle GroupCEO
Alberto Saldón
Alberto SaldónDirector
Amaya Cervera
Amaya CerveraSpanish Wine LoverFounder
03-02-2020 11:4503-02-2020 12:30Europe/MadridFrom the vineyard to the glass of wine through our smartphone

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.

 

Speakers' Corner
11:45h - 12:30h Speakers' Corner Free access
13:00h
Round Table | BWW HUB Distribution Innovation Trends

Digital shops, new trends

Nathanaël Berbessou
Nathanaël BerbessouBodebocaFounding member
Lucas Llauradó
Lucas LlauradóVinissimusDeputy director
Oriol Ripoll
Oriol RipollDecántaloCEO
03-02-2020 13:0003-02-2020 14:30Europe/MadridDigital shops, new trends

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.

 

Speakers' Corner
13:00h - 14:30h Speakers' Corner Free access
15:30h
Tasting | BWW HUB Innovation Territory Trends

Wine Tourism 3.0, tasting the land through the social networks

Meritxell Falgueras Febrer
Meritxell Falgueras FebrerWine and the cityFree-lance
Anne Cannan
Anne CannanWine Cellar Clos FiguerasManagment
Adriana Ochoa
Adriana OchoaBodegas Ochoa SATechnical Director
03-02-2020 15:3003-02-2020 16:30Europe/MadridWine Tourism 3.0, tasting the land through the social networks

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.  

 

Speakers' Corner
15:30h - 16:30h Speakers' Corner Free access
17:30h
Conference | BWW HUB Distribution Innovation

New vision of the wine consumer in Spain

Coro Ramos
Coro RamosOIVEMarketing director
03-02-2020 17:3003-02-2020 18:30Europe/MadridNew vision of the wine consumer in Spain

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.

Speakers' Corner
17:30h - 18:30h Speakers' Corner Free access
Tue 04
11:00h
Round Table | BWW HUB Innovation Marketing and communication Trends

How to differentiate from thousands of wine brands?

Manel Sarasa
Manel SarasaWine is SocialCo - CEO and founder
Marta Anguera
Marta AngueraCeller of MasroigDirector of Marketing and Communication
Isabel García
Isabel GarcíaVintae and B:water agencyCommunications director of Vintae and founding partner of B:water agency
Ester Bachs
Ester BachsFreelance Wine Strategist, Marketing & Communications
Richi Aramberri
Richi AramberriVintaeCEO
04-02-2020 11:0004-02-2020 11:45Europe/MadridHow to differentiate from thousands of wine brands?

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.

 

Speakers' Corner
11:00h - 11:45h Speakers' Corner Free access
11:45h
Round Table | BWW HUB Digitalization Innovation Trends

The [visual] language of wine

Rafael Del Rey
Rafael Del ReySpanish Wine Market ObservatoryPresident
Albert Virgili Hill
Albert Virgili HillDemocratic Wines. Xitxarel·lo Co-owner
Maria Garrido
Maria GarridoWinery Martín CódaxMarketing director
04-02-2020 11:4504-02-2020 12:30Europe/MadridThe [visual] language of wine

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.

 

Speakers' Corner
11:45h - 12:30h Speakers' Corner Free access
12:30h
Round Table | BWW HUB Innovation

Wine trademarks and their intersection with Designations of origin

Judit Carpio
Judit CarpioPonti & Partners SLPIndustrial Property Agent
Francesc Olivella
Francesc OlivellaDirector and Secretary of the Consell Regulador de la Denominació d’Origen Penedès.
04-02-2020 12:3004-02-2020 13:30Europe/MadridWine trademarks and their intersection with Designations of origin

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.

Speakers' Corner
12:30h - 13:30h Speakers' Corner Free access
13:30h
Conference | BWW HUB Distribution Innovation Internationalization Territory

International vision of Spanish wine, an American perspective

Tom Matthews
Tom MatthewsWine SpectatorExecutive Editor
04-02-2020 13:3004-02-2020 15:00Europe/MadridInternational vision of Spanish wine, an American perspective

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.

Speakers' Corner
13:30h - 15:00h Speakers' Corner Free access
17:00h
Tasting | BWW HUB Innovation Trends

Balance in the restaurant wine celler

Ferran Centelles
Ferran CentelleselBullifoundationsommelier
David Seijas
David SeijasGallina de Piel WinesSommelier and founder
04-02-2020 17:0004-02-2020 18:30Europe/MadridBalance in the restaurant wine celler

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.

Tasting Area
17:00h - 18:30h Tasting Area Paid activity: 25€
Wed 05
10:30h
Tasting | BWW HUB Innovation Trends

The biological aging to the limit

Antonio Flores
Antonio FloresGONZÁLEZ BYASSOenologist and master blender, specialized in Jerez wines.
05-02-2020 10:3005-02-2020 12:00Europe/MadridThe biological aging to the limit

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.

 

Tasting Area
10:30h - 12:00h Tasting Area Paid activity: 25€
11:45h
Round Table | BWW HUB Climate Change Innovation Marketing and communication Trends

The wine industry is not sustainable. Do we make it sustainable?

Bernat Guixer
Bernat GuixerCeller de Can RocaResearcher at Celler de Can Roca (3 Michelin stars)
Sébastien Andrés
Sébastien AndrésViventions Spain and PortugalCountry Manager
Dani Martinez
Dani MartinezCeller de Can Roca (3 Michelin stars)Summiller
Arturo Montalvo
Arturo MontalvoPenínsula VinicultoresNational Sales Manager
05-02-2020 11:4505-02-2020 12:30Europe/MadridThe wine industry is not sustainable. Do we make it sustainable?

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.  

 

Speakers' Corner
11:45h - 12:30h Speakers' Corner Free access
15:00h
Round Table | Barcelona Cocktail Art Cocktails and spirits Innovation

Non-Alcohol spirits exposed

Eugenio Muraro
Eugenio MuraroMeMentoFounder and CEO
Paul Mathew
Paul MathewEverleaf DrinksFounder
05-02-2020 15:0005-02-2020 15:50Europe/MadridNon-Alcohol spirits exposed

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

Barcelona Cocktail Art
15:00h - 15:50h Barcelona Cocktail Art Free access
15:30h
Conference | BWW HUB Innovation Marketing and communication Trends

Training the future

Xavi Nolla
Xavi NollaenoAula Director and Professor
Josep Pelegrín
Josep PelegrínSommelier
05-02-2020 15:3005-02-2020 16:30Europe/MadridTraining the future

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.

 

Speakers' Corner
15:30h - 16:30h Speakers' Corner Free access
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