What they say about us

We shared a glass of wine with our clients to talk about the digitalization of the wine sector

Some of our satisfied customers

Conversations
with…

Jesús Arechavaleta

Jesús Arechavaleta

Jesús Arechavaleta

Responsable de Enoturismo, Ontañón Familia

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“It is a feeling of mutual trust: you tell us your tastes and we offer you what you are looking for.”

In the fusion of wine culture and tourism, wineries recognize the importance of providing unique experiences that adapt to the changing demands of visitors. For this reason, Wine Tourism departments are increasingly committed to the implementation of digital tools as part of their continuous modernization and adaptation to the demands of wine lovers. An example of this trend is the innovative approach of Bodegas Ontañón, which has integrated into its Wine Temple different tools such as digital tasting in its wine tourism offer.

Recognizing the omnipresence of mobile phones in our daily lives, the winery has taken advantage of these devices to immerse tourists in a sensory journey through a web platform that energizes and digitalizes the visit. Through it, they can test their knowledge about wine intuitively, while being guided through the different phases of the tasting, while talking about their tastes and preferences. “One of the keys is to increase interest in all aspects of the world of wine, giving all possible prominence to aromas and flavors,” explains Jesús Arechavaleta, head of Wine Tourism at Ontañón Familia.

“We call our way of understanding the visit to the winery ‘wine cult’ because we develop all the activities around the sensory pleasures it offers us. That special sensitivity has become our house trademark, in the way we relate and interact with the people who come to the winery. Little by little, we are introducing them to the dialectic that we propose to them: believers, practitioners and devotees,” he continues. The digital tasting is “an immersive but very rewarding and simple experience that generates a very good vibe instantly, which makes visitors identify very quickly with the little adventure that we propose,” says Arechavaleta.

But what value does the data collected have? “Knowing their preferences (since they themselves have discovered them to us) allows us to have more options to satisfy their desires,” explains the head of Wine Tourism. “It is a feeling of mutual trust: you tell me what you like and we, as a winery, offer you what you are waiting for. This helps us to carry out communication that is more adapted to each specific profile.”

As a tool to strengthen the bond between the winery and customers, the novelty is perceived as “a totally different experience from those made on other visits,” which allows the winery to “create a good memory of the brand and the experience.” in the Temple of Wine.” Although, as with any innovation, some difficulties have arisen, such as initial resistance from those less familiar with the technology or connectivity problems that, in the vast majority of cases, have been easily overcome by the experience it offers. “Normally, people who are more reluctant to use mobile phones tend to show less interest, but after doing the digital tasting, they comment that they loved it,” highlights the head of the Wine Tourism department at Ontañón Familia.

The integration of technology in wine tourism not only enriches the visit, but also improves it through various nuances and turns it into an experience worth sharing. The client has fun and learns in a simple way with the help of technology, helping each activity to be different and for visitors to share it on social networks on a very regular basis. An approach that not only promises to improve the customer experience, but also continues to move towards an increasingly technological and personalized wine tourism, always with the values ​​of wine as the axis of its enjoyment.

Natalia Royo

Natalia Royo

Natalia Royo

Communications Manager at ENATE Group

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“Digitalization has brought us closer to our customers”

Within ENATE Group’s strategy, the concept of quality does not stop at wine. Its philosophy seeks to distinguish itself through its marriage with contemporary art, the essence of its character and hallmark. The personality of this museum winery based in Huesca (DO Somontano) has been forged over the years through the adaptation of its philosophy and values to the latest trends, embracing the digital revolution and including emerging technologies in its processes and services.

Digitalization has always made up an important part of the winery’s strategy, but it wasn’t until 2020 that ENATE saw the need to evolve by leaps and bounds. “The updating of processes accelerated mainly with covid. There was a medium-term strategic plan for digitalization, which was activated in just a few months”, explains Natalia Royo, head of Communications at ENATE Group.

Focusing on the client, the winery set the objective of “professionalizing its departments and improving customer service”, Royo emphasizes. “This has been the case of wine tourism”, he assures, for which ENATE has made an important effort to offer an experience in line with the needs of its visitors. “Together with the technology company JIG, we sought an accessible and practical tool for our tourists, while at the same time automating certain processes”, she says.

The winery has a booking platform that allows, in a fast and integrated way, to facilitate communication processes, improve service management and automatically generate valuable data on customer profiles. “This tool has enabled us to automate certain parts of the process and optimize specific functions, with the aim of becoming more operational. Data management is very important to us, as it allows us to measure and evaluate opportunities for improvement or make realistic analyses of the situation”, says Royo.

Despite undergoing numerous changes in its working method, for ENATE Group its philosophy remains intact: “Digitalization has made it easier for us to improve certain parts of the process, but always maintaining our essence. It has been a process of rapid change, but the team was prepared for it, so it has allowed us to move forward in a systematic and simple way. For the customer, it has just been a way to reach us in a more accessible way and with more options.”

The digitization of wineries emerges as a continuous journey, where innovation and adaptation are essential to fully take advantage of the opportunities that new tools bring to the wine industry. “Technology is very changeable and, moreover, those changes happen quickly. The challenge is to be able to keep up to date and identify our needs to be able to adapt to the new reality”, concludes Royo, who believes in the need to identify opportunities and collaborate to create a digitized, efficient and rigorous sector that is up to the demands of each moment.

Pedro Ferrer

Pedro Ferrer

Pedro Ferrer

President
Ferrer Wines

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“Digitalization is a revolution that requires time and knowledge”

Wineries enjoy being artisanal companies, rooted in tradition and the heritage of the land they work. A philosophy that also shapes the origin of Ferrer Wines, whose cradle is in one of the oldest wineries in the wine sector in Spain, in the family estate La Freixeneda, founded in 1861. This firm was started by Pedro Ferrer Noguer when he acquired four emblematic wineries belonging to the Freixenet Group: Valdubón (Ribera del Duero), Orube (Rioja), Vionta (Rías Baixas) and Finca Ferrer (Valle de Uco, Argentina).

Throughout its long history, Ferrer Wines has kept its eyes on the future, preserving its essence and adapting to the new needs of the digital world. In this interest in joining the advances of the sector, the group continues transmitting its love and respect for the region, making wines that express the essence of variety, terroir and climate. The adaptation of the wineries to a more updated reality has been crucial to experience the growth linked to new technologies.

“Digitalization is a real revolution that requires time and knowledge”, says Pedro Ferrer Noguer, president of Ferrer Wines. “Traditional processes have become obsolete, being modified by new trends and affecting, to a greater extent, the most recently created departments. So we have set ourselves an ambitious challenge: to streamline all our processes thanks to digital technology.”

However, ensuring that wineries do not lose their character by going digital is one of the great challenges facing the companies themselves. “In our case, both promotional communication and customer service focus on transmitting our values and philosophy, which have a long historical trajectory”, Ferrer stresses. “This is something that we are not going to leave aside, but rather we are going to improve even more. By being more agile and having access to more data to analyze and understand, we will be able to enhance and enrich our identity”, he says.

igitalization has redefined the work within wineries, impacting data management and analysis and challenging traditional processes. A move that for Ferrer Wines has not been complicated, as they have a “highly motivated team that understands and embraces innovation”. On the other hand, in the field of wine tourism they have managed to sell their experiences through “the innovative JIG platform”, which “has not only provided greater order and control, but has opened the doors to an ocean of valuable data”. Data that comes from digital bookings and that is the key to building customer loyalty beyond the winery, “turning them into true ambassadors of our wines from the comfort of their homes”.

What is clear is that digitalization is advancing day by day, being an opportunity and an obligation for the exchange of knowledge and the creation of new synergies between wineries and technology companies. Ferrer Wines is working on the transformation of its administrative and invoicing part, as well as on carrying out exhaustive monitoring through digital marketing and the intention of automating its online sales conversion tunnel as much as possible. A forward bet that will continue to drive digital transformation and meet the new needs of the sector.

Bodegas Volver

Bodegas Volver

Bodegas Volver

Wine Tourism Team

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“Digitalization enhances our tradition”

Bodegas Volver was born in 2004 among centuries-old vineyards and deep-rooted traditions from the hand of winegrower Rafael Cañizares. Its native vines, cultivated in a sustainable way and with minimal intervention are the very essence of this winery in Alicante. “The values we transmit are passion, culture and tradition”, highlights the winery’s wine tourism team.

Bodegas Volver not only honors history and culture, it also hugs modernity, joining the agility of the digital transformation of its processes. Its Wine Tourism team highlights the potential of these advances, which have allowed them to improve key aspects of the winery without compromising the work philosophy rooted in decades of experiences. “Digitalization helps us in terms of marketing, ‘online’ sales and impact, while being fully compatible with tradition and our way of farming”, continue. For the winery, it is important to keep working along the same lines as its previous generations. “Although machinery and technology have evolved, they are tools that we use as an aid and support, never as a replacement for our way of working and processing our grapes”, they explain.

The digitalization of the winemaking sector is a crucial issue today. The integration of digital solutions that facilitate, optimize and automate processes is becoming increasingly important in the wine industry. New departments have also been developed, which contribute to enriching the customer experience. “The Wine Tourism department has been a strong support in our communication. In this winery sector, clients want to learn about the project from the inside: get to know the winery, the way our wines are made, taste them…”, they confess.

To this end, the winery has a wine tourism booking platform, which has enabled them to facilitate communication and service management processes, while automatically generating valuable data on customer profiles. “The booking platform helps us to better manage the visits, having the information centralized and computerized. For the visitor it is also an advantage, as he can see the availability and make his own reservation from the web”, share the Enoturismo managers.

For the winery, digitalization has become an ally to remain at the forefront without losing the essence and tradition that characterize its products. Their vision of integrating technology as a support tool has allowed them to modernize their operations without compromising quality or the values that have defined them for decades. An example that highlights the transformative power of digitalization in preserving the authenticity of industries rooted in tradition while fostering innovation and growth.

Santiago Frías

Santiago Frías

Santiago Frías

President
Bodegas Riojanas

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“We create moments of happiness by bringing together tradition and innovation”

The digitalization of the wine sector has unlocked the door to great opportunities for growth. Wineries have moved towards new formulas by renewing their processes and services, boosting their growth and competitiveness and reducing their environmental footprint. Bodegas Riojanas, a family-owned company founded in 1890, is working to be part of this digital revolution without giving up the essence of its more than 130 years of history.

“Our goal is to create moments of shared happiness for customers by making unique, close, quality, environmentally and economically sustainable wines, combining tradition and innovation at all times”, says Santiago Frías, president of the Cenicero-based company.

The integration of digital technology in different areas entails a cultural and logistical change in the working method of the companies. In the case of Bodegas Riojanas, since its beginnings, the transformation began to develop gradually and naturally. “The first step was taken in 2004 with the introduction of an ERP – enterprise resource planning” recalls Frías. This is a management system that allows the traceability of all the processes of a company, making it possible to plan and optimize resources.

Frías underlines the importance of computerizing the information that was previously reflected on paper, a process that for the winery “was more tedious than drastic”, he says. A few years later, the winery incorporated its label reader in order to facilitate this task. “Through the smart guns, the data was reported directly to the ERP. The rest of the changes were implemented gradually over the years, some complementary to the ERP and others trying to meet the needs that arose over time”.

The winery has also developed digital improvements in the barrel cleaning system, wine tourism reservation management, server migration, vineyard control and the production line, among others. “One of the main changes has been the incorporation of an IT expert. With his help, we are now able to analyze and monitor processes, optimizing and improving times and results, eliminating duplication of tasks and reducing costs and human errors”.

The winery highlights the enormous reduction in human intervention as new technological measures are incorporated, although, for its managers, the work of its professionals “will always continue to be necessary”. “Throughout the process of change, we have relied on highly qualified human resources, allowing the essence and tradition to remain intact”, he says.

Digital helps to convert processes into data, with customer experience being a very important aspect to measure the evolution of changes. “It is difficult for a client to perceive a noticeable improvement in a short period of time, since the advances occur continuously and the company’s adaptation is gradual”, the firm points out.

In the case of Bodegas Riojanas, the effort has been focused on improving order processing and response, speed of service, personalization and customer service. “It is true that it has required a great effort of adaptation on the part of the winery’s professionals. When you have been working with a certain method for years, there is a certain resistance to change. Fortunately, in the end we have always succeeded”, confesses its representative.

In recent years, companies in the wine sector have detected certain widespread technological needs: it is necessary to know the status of their vineyards in real time, to control the bottling line and to improve digital indicators.

Together with cybersecurity, wine tourism and the importance of data have also occupied one of the main places in these improvement programs. For the winery, collaboration between companies in the digital transformation is vital: “We have worked with companies such as JIG in the web, wine tourism and data management areas and with other technology providers in the fields of sustainability, eco-design, implementation of the new ERP and in the development of barcode readers”.

Creating a collaborative network produces a multiplier effect that benefits both wineries and technology companies. Therefore, for Bodegas Riojanas it is essential to move forward together to obtain results that guarantee greater adaptation and dynamization of the sector.

Eduardo Saracibar y Elizabete de Jesús

Eduardo Saracibar y Elizabete de Jesús

Eduardo Saracibar y Elizabete de Jesús

Wine Tourism Team
Bodegas Ollauri

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“Digitalization has allowed us to build customer loyalty and enrich their experience”

The conservation and maintenance of heritage are key pieces in the philosophy of Bodegas Ollauri. Being able to transmit these values not only by presenting its wines, but also by preserving its historical legacy is one of the driving forces of the group, which today also coexists with the advance of digitalization and technology.

“The new digital solutions have allowed us to develop a customer strategy based on loyalty through QR, online advantages or our wine club, enriching the user experienc”, highlights the Wine Tourism team.

Both Eduardo Saracibar and Elizabete de Jesús believe that the convergence of the two worlds, tradition and modernity, helps to “get closer to the customer, understand their needs and provide a quality service”. From the moment they choose Conde de los Andes, the winery seeks to establish close contact with visitors, an objective they have continued to maintain by incorporating new tools into their work processes. “Our reservation center gives us speed and efficiency in the management of reservations and modifications, saving time that we can dedicate to improving the user experience”, they emphasize.

Wineries’ procedures are not being modified, but are trying to adapt to the needs required by digitalization. The collection and management of information is vital to know markets, trends, customers and consumers. “We have carried out the implementation of a new ERP, CRM, we use Big Data or AI to obtain informatio”, explains the team. “In addition, the development of the reservation center has had a particular impact on the department. It has allowed us to be more agile in reservations, prepare personalized visits, have flexibility to make modifications in real time and adapt our campaigns and promotions by providing us with strategic data reporting for decision making”, continue.

The journey towards digital transformation for Bodegas Ollauri is evolving fast: “It is a constant synergy that is intertwined with the day-to-day life of each person.” “The speed at which technology advances is a reflection of a constantly changing society. However, we see this dynamic as an opportunity, adapting from a proactive approach to the new ways of interacting and operating”, comment those responsible for Wine Tourism at Bodegas Ollauri.

“In our vision, the importance of the end customer is paramount and technology and digitalization are a key means to achieve our goals”, they conclude.

Maite Soria

Maite Soria

Maite Soria

Marketing and Direct Sales Manager
Bodegas Olarra

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“In Olarra we are sure about where we come from and where we are going”

Behind a bottle of wine there is a careful traditional work of conservation and treatment of the vineyards, grape harvesting and elaboration and commercialization of the product. But there is also a great process of transformation and adaptation to the digital era, continuous research and the proposal of innovative initiatives to improve the customer experience.

Bodegas Olarra is committed to the design of a strategy that advocates the issues of the present with a future perspective. “We are a family winery, which this year celebrates its 50th anniversary. The way we work has changed from the beginning, especially thanks to the modernization of the winemaking methods and information systems from the vineyard to the distribution of the wines” explains Maite Soria, head of Marketing and Direct Sales of the winery.

Digitalization has marked a turning point in the sector, opening up new scenarios and creating a multitude of new possibilities. Without losing sight of the land, the winemaking heritage and sustainable development, Bodegas Olarra believes in naturalness around wine and works to make a quiet evolution that maintains the “pioneering and innovative” spirit they received from previous generations. “We are very clear about where we come from and where we are going. We make wine for people and we think of them when we make it”, he emphasizes.

In a context of complexity and variability, the implementation of digital advances has played a leading role in the improvement strategy of the wine sector. Bodegas Olarra has joined this transformation, through a moderate process, incorporating into its daily operations those advances that have been needed at each moment. “From the beginning we have been using programs to help business management, but it was not until 2000, with the turn of the century, when we developed our own digital management environment”.

From vineyard management with real-time information on the situation of the vineyard to winemaking with the help of pioneering technology, through marketing or warehouse management, Bodegas Olarra is advancing towards the new present day. “Digitalization has crept into every area of our winery’s life to help us to do our work better”, says Soria. “We believe in advances as a tool for improvement, so they have always been implemented when necessary and in a very personalized way. This has meant that the changes have been well received and used”, he concludes.

“We make wine for people and we think of them when we elaborate it”.

But how can you guarantee that your products do not lose their philosophy and character? For the head of the Marketing and Direct Sales department at Bodegas Olarra, “digital advances only help and improve any process, they do not replace”. “It is the information that digitalization gives you that allows you to make better decisions, save time and money and optimize available resources, reflected in our wines”, assures Soria.

But digital changes have not only affected winemaking processes, it has also changed the customer experience. “From online purchasing to booking visits, for example, are processes that today cannot be conceived without the immediacy that customers seek in their relationships with companies. Despite this, we continue to maintain that line of direct contact with them so that they know we are available”, he explains.

This new way of working has allowed us to establish collaborations and synergies with other wineries and technology companies. “We work with companies in the sector that we trust and help us take the necessary steps to move forward. Progress is shared and democratized. In the wineries we are beginning to be aware that together we add up to much more”.

For Bodegas Olarra, digitalization is nothing more than better and more abundant information, more efficient processes and, in short, better decision making, perfecting any area in which it is applied.

Mamen Arias Camisón

Mamen Arias Camisón

Mamen Arias Camisón

Marketing and Communication Manager
Bodegas Marqués de Cáceres

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“Marqués de Cáceres is currently working on a cross-cutting project with a strong online push”

Wine is once again, one more year, the big event of the summer at Bodegas Marqués de Cáceres. The famous Wine Fest party will set the evening of this first weekend of July. The entrance to the festival, which this year seeks to pay tribute to the brand’s young wines, includes a welcome drink and two tapas for the guests.

At the Rosé Party that the winery has organized for this occasion, attendees will be able to enjoy live music, food trucks, wine bar and a large chill out area set up for the party. “This year, we have completed the capacity a week before the party and many people who wanted to come have been left without their tickets”, says Mamen Arias-Camisón, manager of the Marketing and Communication department. “The reception has been spectacular.

Marqués de Cáceres seeks to “transmit passion” in everything they do and “remember to enjoy everything in everyday life: people, company and the moment”. “Wine and its culture is, at the end of the day, just that”, Arias-Camisón assures. “We want to open the doors of our winery to all those who want to discover first-hand the essence of our brand: surprising, close and made to enjoy”, says the manager.

The event is a very exciting opportunity for the Marqués de Cáceres team, from the previous organization to the day of the party. “It serves to bring us closer to a younger consumer segment, which is beginning to discover the world of wine and is attracted by more experiential and different experiences”, he shares.

Digital transformation greatly affects wine tourism, which is why wineries like Marqués de Cáceres are working with companies and technological tools to improve their experiences. This is what they have decided for Wine Fest, an event that has counted on the planning of a careful promotional campaign with a special online focus. “We have sought to obtain media presence at local and regional level, carrying out, in addition, a specific paid media campaign in social networks”, says Arias-Camisón. “We have also incorporated a new wine tourism reservation platform with the aim of optimizing the management of the services we offer our visitors and capitalizing on the valuable information they provide us”, he adds.

Social networks are very direct means of communication to reach the selected target and get closer to the potential audience. “The opportunities offered by these platforms allow us to reach a much wider audience and generate greater interaction and impact”, say the winery. “They are very useful tools to increase the visibility of our brand and connect more and better with our consumers”, they add.

Nowadays, the image we project on the Internet is our brand’s showcase to the digital world. “Since the winery’s first website was launched, its goal was to optimize its positioning and increase traffic”, says Arias-Camisón. Therefore, one of the main needs they experienced was the creation of an attractive, responsive design, with relevant content and a user experience that was carefully designed and optimized for SEO as a way to generate visibility and attraction, “but also loyalty”. “Currently, we continue to work to create a transversal project with an important push to the online part, which is becoming more and more important every day”, says the manager.

Digitalization in wineries involves different points of improvement, both in their internal and external processes. “These tools make it easier for us to unify the diverse experiences within the same space, bringing the information and the booking procedure closer to the users. In addition, it simplifies task management for us as a team”, he emphasizes.

“The relationship with our customers and consumers is also improving, by better handling their contact and capitalizing on the information they provide us with about their tastes and preferences in order to offer them products and services that are of interest to them”, he continues. “The goal is to generate a high-value experience in our winery, but also to maintain that contact when they leave our facilities”, Arias-Camisón concludes.

Elena Pilo

Elena Pilo

Elena Pilo

Director of Wine Tourism and Public Relations
Bodegas Franco-Españolas

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“Data is the gold of the 21st century”

The ‘Summer Cinema’ cycle of Bodegas Franco-Españolas ends its ninth edition, an opportunity that has managed to unite, once again, wine and culture on the same stage. More than 1,400 attendees have been able to enjoy the movie nights, with great hits such as ‘Red Telephone’, ‘Belle Époque’ or ‘The Big Lebowski’.

“For us, this initiative means recovering a classic of Spanish summers”, highlights Elena Pilo, director of Wine Tourism and Public Relations at Bodegas Franco-Españolas. “We have managed to contemporize the popular cinema of yesteryear and bring glamour through our Bordón and Diamante wines and gastronomic service”, she explains.

Without losing sight of the respect for traditional values such as tradition and family, Bodegas Franco-Españolas continues to bet on technological innovation, adding the gastrobar tool to its wine tourism events. “We developed it, together with our technological partner JIG, in the midst of the COVID-19 crisis in order to respond to the health restrictions”, Pilo points out.

“The tourism sector is terribly sensitive and we needed to adapt to this new reality in an agile way”, he says. “The use of the tool was an unquestionable success: it facilitated the viability of the cultural agenda at a very complex time and allowed us to continue integrating wine into our experiences, streamlining the service and avoiding waits”, she says.

Currently, this tool, together with the wine tourism reservation management platform, continues to be one of the most important elements of events such as the ‘Summer Cinema’ series, allowing us to provide a service for more than 400 people in an average of 3.5 minutes per order. Its application reduces errors in orders and facilitates decision making based on data and consumption moments, thus reducing resources and improving the economic efficiency of the activity. During the film sessions in July, Bodegas Franco-Españolas recorded around 600 orders placed through the gastrobar tool, uncorking a total of 550 bottles of Bordón and Diamante wine and managing to donate an amount of 1,000 euros to the Food Bank of La Rioja.

The winery started making culture in 2012, being a pioneer in its offer and maintaining a broad and continuity agenda, focused, at all times, on the diversity of experiences. A tourist activity that considers visitor information an indispensable factor for its development. “Data is the gold of the 21st century”, assures Pilo.

“We believe that tourism has a triple return for the wine business: economic, image and brand positioning and the generation of enriched data”, he continues. “This information allows us to map customer behavior and understand what kind of communication we want to have with them and the pace they need”, summarizes the director of Enoturismo.

These digital solutions have increased the winery’s tourism sales by 34 percent. “Today we sell 85 percent of our tourism services through the online channel”, says Pilo. Its implementation offers freedom to the consumer, facilitating access to services and favoring conversion. “The customer is not forced to call or wait in queues and we can work predictively”, she reports.

The manager highlights the need to work collaboratively with other companies as a window of opportunity to continue participating in the development and updating of the sector. “Maintaining the level of competitiveness is everyone’s responsibility”, says the director of Wine Tourism and Public Relations at Bodegas Franco-Españolas.

Carlos Ferreiro

Carlos Ferreiro

Carlos Ferreiro

Technical director and oenologist at Bodegas Altanza

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” We used to be guided by sensations, now we have more information”

Digitalization in the wine sector has caused the reorientation of wineries towards the application of new technologies. Many of the analog processes have needed to be updated, transforming traditional methodology into more innovative procedures. “In the beginning, we were guided mostly by sensations and by exhaustive analysis of the state of the vineyard in a more visual and manual way. We studied whether the plant was balanced, whether it had the necessary vigor, and that was what marked the times in all the processes”, explains Carlos Ferreiro, technical director and winemaker at Bodegas Altanza.

The winery was created in 1998 by a group of wine-loving friends, some with extensive experience in the winemaking sector. Preserving its close-knit culture, it has managed to adapt to digitalization to meet the needs of the market. “Our philosophy has always contained innovation and growth within our fundamental pillars. We have always sought to exalt the values of the DOCa Rioja”, highlights Ferreiro.

“Our philosophy has always contained innovation and growth within our fundamental pillars. We have always sought to exalt the values of the DOCa Rioja”.

Bodegas Altanza has worked progressively to incorporate the various transformative elements in all its sectors, in order to improve inventory control and sales, monitor the production process and automate certain tasks. “Apart from the relevant investments in developing the Digital Marketing Department, we have bet on the continuous growth of our online store, continuously adapting it to the needs of our customers”, the expert continues. “We have also implemented an online visit management engine that facilitates the organization of all reservations related to wine tourism”, he adds.

Bodegas Altanza has also developed a comprehensive R+D+I sustainability plan, focused on creating a precision viticulture system, incorporating dendrometers to see the physiological state of the vine and humidity probes. On the other hand, aerial monitoring is carried out for zoning, also counting on a system of calicatas that show the composition, root system and nutrients of the soil. “All this is recorded and generates very valuable information for us to make informed decisions and achieve excellent quality levels”, he adds.

The adaptation to this new reality has been progressive: “We are very grateful to have great professionals in the sector who are open to new changes and challenges. We are also very pleased to have developed a good loyalty network with our customers. There are still many challenges to continue working on: production, bottle-to-bottle control, temperature probes, quality and traceability, as well as digital marketing, online sales and the use of data analysis tools.

To this end, the sector needs a joint collaboration between wineries and technology companies to speed up this digitization process. “Times are different now. All processes, especially everything related to online sales and management of social networks, require immediacy and response times that have nothing to do with the winemaking and aging times”, Ferreiro points out. “For this reason, we have different collaboration agreements that allow us to work hand in hand to share our product, the result of the effort and knowledge of all the people who are part of their processes”, he concludes.

Roberto Puras

Roberto Puras

Roberto Puras

Association Coordinator

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Barrio de la Estación integrates JIG’s wine tourism reservation management platform
– With the aim of continuing to create a benchmark wine tourism destination, the wineries of Barrio de la Estación include, starting this summer, a joint tourism offer.

– As a new development, the association integrates a booking platform developed by JIG to manage its wine tourism experiences and events.

The Barrio de la Estación Association, the historic enclave where the largest concentration of century-old wineries in the world is located, continues with its goal of promoting wine tourism, incorporating a new range of services and a booking management engine developed by JIG. The tool is aimed at reactivating wine tourism activity and digitalizing winery services. An implementation that will facilitate the communication processes of the Barrio de la Estación, improving the management of tourist services and automatically generating valuable data on customer profiles.

“For us, the implementation of the platform will offer a way to professionalize the marketing of our joint experiences, in addition to digitalizing the process, making it easier for the user to manage their own reservations and obtain information”, highlights Roberto Puras, coordinator of the Barrio de la Estación Association. A large number of leading wineries in the sector, including Alma Carraovejas, Pernod Ricard Winemakers (Campo Viejo, Ysios), Bodegas Franco Españolas, Bodegas Riojanas, Bodegas Olarra, Bodegas Ontañón or Bodegas Corral, among others, have already opted for the implementation of the tool.

Starting in June, the Barrio de la Estación will launch its joint wine tourism project called Barrio de la Estación Tours. Guided tours consisting of two routes that will bring visitors closer to the history of this particular neighborhood, going into the heart of three of its wineries, knowing the most emblematic corners and tasting their wines accompanied by a selection of tapas. The tours, which will start on June 22nd, will be held on Thursdays and Fridays from 10:30 in the morning, offering, during a guided tour of just over three hours, an attractive walk through the streets of the Barrio de la Estación.

The wine tourism offer will be completed by the Barrio de la Estación Passport. A convenient way to tour the six Wine Bar areas of its wineries, enjoying a premium wine and a selected tapa using a passport as a means of payment. This document will be valid for the whole year, and can be enjoyed at different times from the moment it is purchased.

The new platform will allow the Barrio de la Estación wineries to unify the reservation and sales processes of the new activities on a single website, minimizing dependence on other channels and optimizing data and purchasing patterns. This is another example of the commitment and collaboration of the wineries of the Barrio de la Estación with technology companies to create a destination, adding their diversity to a common goal: to turn the Barrio de la Estación into a quality wine tourism brand of international reference.

Alma Carraovejas

Alma Carraovejas

Alma Carraovejas

Bodegas
Alma Carraoveja

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“The data that digitalization brings us allows us to make better decisions, save time and money, and optimize available resources, which is reflected in our wines”

In recent years, the wine sector has become a benchmark for the fusion of innovation and tradition. Its development has caused the need for wineries to adapt to a new digital world in which Alma Carraovejas has been a pioneer. For the winery, the digitalization process has happened gradually, adapting little by little to the needs of the winery: “We started adopting digital processes in the administration area and before the delivery of information was done in digital support, since the 90s, from each department we have been introducing digital tools”.

The changes have significantly helped the winemaking sector, improving the information management of all processes in a very active way. Alma Carraovejas highlights one of the main improvements carried out: the pioneering integration of an ERP in 2008 that achieved “that all the information that was scattered in the different computer supports was dumped” in a centralized place. “Since then, we have and continue to seek to improve and grow in new systems that allow us to be at the forefront”, they say.

The digital transformation has mainly affected the exhaustive data control of both the product and the manufacturing processes. “When computers were a novelty, the company was already working on sensors and document management”, they explain. Another department that has grown exponentially in recent years and is becoming increasingly important is wine tourism: “Digitalization allows us to be more efficient in organizing visits and to have better control over customer data”.

The user experience has been changed with the implementation of new measures. “Every day that we improve the computer systems and go deeper again, it becomes more palpable how we deal with our customers”. Visitors are able to complete the experience booking process instantly, updating their data in real time. “From any device and at any time of the day, you can choose the type of visit, date and time to come and enjoy the experience that best suits your needs”, they highlight.

But the implementation of digital advances can bring about significant changes. For Alma Carraovejas, it has been essential to take care of the identity and values of its wineries: “We are still behind every process, so our philosophy is still present”. For them, this opportunity has allowed their message to reach a larger number of people immediately. “The branding and communication teams play a fundamental role in ensuring that the implementation of digital advances maintains our philosophy”, they stress.

The development has been assumed as an added value, which, according to the company, “improves the performance of the customer experience”. “We have grown a lot in the accuracy of the systems, as well as in their scalability and security. It should be noted that we never stop innovating, seeking to grow in quality and service every day. We are increasingly aware of the importance of reliable data for decision making”, they conclude.

Marian Hernando

Marian Hernando

Marian Hernando

Head of Wine Tourism at Juvé & Camps

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“Digitalization allows us to analyze and segment data to define our strategy”

Over two centuries of legacy as winemakers, Bodegas Juvé & Camps is an icon of tradition and quality in the world of winemaking. Despite its characteristic roots in the land, the winery continues to focus on technological modernization while guaranteeing the values and philosophy of its wines. Marian Hernando, head of Wine Tourism at Juvé & Camps, highlights the winery’s loyalty to a style and its own demand to offer the highest quality to its consumers. “As traditional as both our work and our principles are, digitalization is a fact”, Hernando emphasizes. “The level of quality and excellence has to go from the vineyard to the bottle, but always without losing sight of the treatment, service and attention to the end customer in every part, point and moment”.

In this digitization process, the winery has focused on providing access to its services and products through several channels, allowing customers to make reservations and purchases quickly and easily, either through the web or through traditional telephone contact. This multifaceted approach ensures accessibility to the winery’s services for all audiences. “Digitalization has been advancing by leaps and bounds for many years and it is vital to adapt to changes at the pace set by the market in order to provide the best service”, says the head of Wine Tourism at Juvé & Camps. “It is essential to facilitate any process for our customers”, she continues.

Digitalization is a process that has not only improved the experience, but has also optimized the winery’s internal processes. Marian Hernando highlights that, although much has been said about digitalization as a radical change in the 21st century, in fact, these advances have been implemented for decades. “To talk about drastic processes in terms of digitalization nowadays is perhaps a bit excessive”, she says. “In our case, it has been a big step forward and an improvement in terms of resources, management and control. And as far as customers are concerned, we believe we have found the balance by offering them the widest range of possibilities when it comes to contacting us”, he stresses.

Behind this digitization process is a solid IT department that is constantly evolving. “Our team is in charge of developing and implementing technological advances for both commercial and financial teams, adapting the systems to the needs that are generated, after analyzing their return”, says Hernando.

Among its latest implementations is the booking platform, which optimizes processes and improves the customer experience. “The importance of integrating this tool is fundamental in departments such as wine tourism. It is the only way to be able to analyze all the data, segment it, create statistics and thus be able to draw a much more defined and detailed strategy, according to the needs and demand”, confesses the head of Enotourism. With a vision focused on continuous improvement, Bodegas Juvé & Camps fuses the rich winemaking tradition with technological innovation, promoting greater productivity and interconnection through strategic collaborations with other players in the sector.

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