23 May 2013
More than 150 professionals from the Spanish wine sector were present on May 23rd at the 5th technical conference hosted by Diam Bouchage in Rioja (Logrono). Entitled "Who will the make the reputation of my wine in the future? - Market influencers of future and new media communication", the event, as each year, was supported by the Rioja Association of Oenologists.
The program of the day, consisting of three lectures, a roundtable led by Adriana Laucirica (President of the Rioja Association of Oenologists) and a tasting of international wines, allowed for careful deliberation on communication methods in the wine sector and their evolution. With the emergence of new media and the Web 2.0, consumers have also become important influencers in the same way as professional guides and magazines.
Each conference was hosted by a communication expert. Rodolfo Castro (director of the agency Castro Galiana Lucarno Consultores), Jamie Goode (Blogger and journalist renowned for his contributions to numerous specialist wine media in Britain), José Peñin and Carlos González (founder and director respectively of the Peñin guide) shared their vision of communication and the tools available for winemakers to promote their wine in accordance with a chosen strategy. All participants agreed that understanding how to communicate through different media in order to control the reputation of their wine is fundamental.
Tasting of five international DIAM sealed wines was then offered to the audience. Conducted by Antonio Palacios, an oenologist and wine scientist at the Université de La Rioja, you can consult Jamie Goode's commentaries here:
In keeping with tradition, the reunion concluded with a friendly meal at the restaurant El Delicatto in Logrono.
Carretera Estación, km 1
06500 San Vicente de Alcántara, Espagne
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