The fourth edition of the International Wine Communication Congress has provided valuable insights into the key trends to attract new wine enthusiasts. These strategies, which we know will shape the industry’s development in the coming years, are recommendations that we at WINERYON take very seriously and wish to share with all our friends and followers in this post.
Trends to Attract New Wine Enthusiasts
The city of Pamplona hosted the fourth edition of #WineCom, the International Wine Communication Congress, organised by the Regulatory Council of the Navarra Designation of Origin.
This event brought together leading professionals from the wine industry, marketing, and communication sectors, with the primary aim of discussing the most effective strategies for conveying the values of wine in a rapidly changing landscape. A reality that will shape the sector’s development in the coming seasons, making it essential to understand from the present.
Proposals at All Levels
The congress was inaugurated by Álvaro Palacios, a renowned winemaker and oenologist, who focused his address on the need to preserve wine’s identity in the face of immediacy. He emphasised that wine is an expression of territory and history, and that its communication should reflect these aspects to be perceived as authentic.
New Wine Consumption Trends
The first thematic session of the event, titled “New Consumption Trends,” featured Ferran Centelles, sommelier, and Juan Park, director of IWSR Drinks Market Analysis for Spain and South America. Both speakers analysed how wine consumption and appreciation have evolved. They highlighted that new generations of consumers prioritise origin and sustainability over brand.
They also explained that, while consumption has declined in traditional markets, non-traditional wine-producing countries are experiencing growth.
Finally, they pointed out that the key to attracting new consumers is to communicate wine culture in an accessible and engaging way, adapting messages to new formats and media.
Wellbeing Through Wine
The second session focused on “Communicating Health and Wellbeing Through Wine.” Speakers included Úrsula G. Fradera, scientific coordinator of the Wine Information Council (WIC), and Miguel Ángel Martínez, epidemiologist and professor at the University of Navarra and Harvard University. They discussed the effects of moderate wine consumption on health.
Additionally, the session introduced the UNATI (University of Navarra Aging and Translational Research Initiative) project, the largest clinical trial currently being conducted on the impact of alcohol consumption in preventing chronic diseases.
It was revealed that moderate and mindful wine consumption not only does not increase the risk of cancer but may actually promote longevity. This is a well-documented fact that is not widely communicated to today’s consumers.
AI and Wine
One of the key topics of the congress was the impact of artificial intelligence on wine communication. In this context, Pablo Escobedo, digital content specialist at Prodigioso Volcán, and Xabier Iglesias, expert in generative artificial intelligence at Mementum Tech Entertainment, engaged in a discussion with attendees about the opportunities this technology offers the wine sector.
From this enriching exchange, it became clear that AI’s value in relation to wine lies in its ability to create authentic experiences within an oversaturated digital environment.
Influencers and Wine
The congress also addressed the relationship between communication and influencers. Javier García-Gallo, CEO and co-founder of Soy Olivia Media Group, and Lorena Gutiérrez, a content creator known on social media as Lorena Wine Diary, explored the role of digital influencers in wine promotion.
They explained that while influencers do not replace the product itself or the quality work involved in its production, they do provide significant visibility to the industry. According to their insights, content creators are not just a marketing tool but a trusted source of information for consumers, including wine enthusiasts.
Closing the Congress
The event concluded with a speech by Rubén Goñi, Director General of Rural Development for the Government of Navarra, who highlighted the role of wine as a driver of rural development, stating that each bottle represents the effort of those who transform the land into quality.
Thus, the congress ended, marking an essential milestone in the evolution of wine communication. A matter we are already working on to continue promoting our DEMUERTE wines.
