Conference at Intervin 2018

Admin
April 5, 2018

Next Monday, April 16, we are organizing, together with AECORK, a talk on communication in the world of wine in the salon INTERVENTION, of the Food Fair. The presentation will be in charge of Rodolfo Castro Galiana, PhD in Journalism, MBA from the IE Business School, businessman and author of the book 'The communication of wine‘.

The lecture, which the author has titled COMMUNICATION MEDIA, WINE'S LAST FRONTIER, aims to help the attendees, mostly professionals from the world of wine, to improve the communication of their wineries.

In this talk, the author will give the keys so that any winery can implement communication strategies that adapt to its dimension and will talk about how the cork can be another element of communication for the winery, as it can help it differentiate itself in markets such as the United States or China, where wines covered with natural cork are considered to be of better quality.

The cork is perceived as a sustainable and ecological element by the 88% of the Spanish and, therefore, wineries can also use it to approach younger consumers, given that, for this segment, the ethical and responsible consumption it is very important.

The conference will delve into the relationship between wineries and the media since "The 80% of winemakers believes that the information that the media publishes about wine contributes to increasing sales", according to Castro. not in vain "Six out of ten consumers follow media recommendations when choosing a wine".

This is why the author of the book and speaker at the talk organized by ICSuro and AECORK considers it very important to help small wineries and small denominations of origin to occupy their share of media interest, since, according to a study by Rodolfo Castro, regarding Spanish wineries, "17 designations of origin (131% of existing designations) account for 741% of all information in circulation, while 411 wineries (6.51% of operating wineries) account for 801%, which can be attributed to the absence of journalists or external communication advisors in most wineries and designations of origin.".

This conference is possible thanks to the collaboration in the transfer of the space by the Catalan Institute of Vine and Wine (INCAVI), organizers of Marca Catalunya.