Mireia Pujol Busquets

Deputy Director of Alta Alella

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“Technology doesn’t replace craftsmanship — it complements it.”

Alta Alella Wineries, located in the heart of the Alella Designation of Origin and just a few kilometers from Barcelona, is a perfect example of the fusion between tradition and innovation. Run by the second generation of a wine-dedicated family, the winery has successfully adapted to modern times without losing its essence. All of this has been made possible thanks to the digital tools implemented with the help of JIG. Mireia Pujol Busquets, Deputy Director of Alta Alella, affirms that digitalization has opened new opportunities for the winery, allowing it to move forward without abandoning its roots.

For the Catalan firm, the core values are family, innovation, and respect for the environment. “The world of wine and viticulture is undoubtedly a deeply traditional field, based on experience and knowledge passed down through generations. However, that doesn’t mean we can’t take advantage of modern tools to optimize our processes without losing our identity,” the director explains.

The winery has implemented various technological tools in its vineyards, allowing for precise monitoring of each plot. Thanks to systems for monitoring soil moisture, rainfall, and cost control, they’ve achieved more efficient and sustainable production. “These tools don’t replace the artisanal work involved in viticulture, but rather complement it—allowing us to be more precise and respectful of nature without sacrificing the quality or identity of the wine,” Pujol highlights.

Since Alta Alella embraced wine tourism in 2013, demand has grown exponentially. “We were pioneers in opening a visitor center dedicated to this activity, which initially required a more personalized approach. In those early years, direct interaction with our customers was at the heart of our offering.” However, by 2024, the winery welcomed over 11,000 visitors, which prompted a rethink of their reservation management and service optimization.

Digitalization has been key in this evolution. First, they implemented online ticket sales, then integrated the system into their e-commerce platform, and are now migrating to a reservation management system specialized in wine tourism. “Digital tools have allowed us to optimize the reservation process, organize visits more effectively, and manage resources—thus ensuring a smoother and more efficient experience for our visitors,” says the deputy director.

Despite this growth, the winery remains committed to personalized attention. “Even though we now welcome a much larger number of people, we continue to offer exclusive experiences tailored to each visitor profile. Far from reducing the sense of closeness, digital tools have helped us better manage demand and address our clients’ needs more efficiently,” she states.

The implementation of these new technologies has been a gradual process, well received by both the team and the clients. “The winery staff, with their extensive experience in direct interaction with both wine and customers, have found that digitalization helps them be more efficient and provide a smoother experience. As for the customers, although some are less familiar with digital tools, most appreciate the improved ease of access and the personalization of the experience,” says Mireia Pujol.

One of the biggest challenges has been improving data management, which allows them to better understand their visitors and optimize communication and marketing strategies. “By analyzing this data, we can tailor our offerings and enhance the visitor experience, which ultimately results in stronger customer loyalty and sustainable growth for the winery,” she adds. For Mireia, the message is clear: digitalization is not an end in itself, but a tool in service of quality and continuous improvement.

“Our philosophy drives us to keep moving forward on this path, always integrating technology that enables us to be more efficient and deliver better service.” With this mindset, Alta Alella reaffirms its commitment to innovation while staying true to its roots—ensuring that the future of wine continues to be written with respect, passion, and vision.

Chelo Miñana

Director of Wine Tourism at Masaveu Wineries

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“We offer tailor-made experiences thanks to personalized digital tools.”

Although tradition plays a fundamental role in the world of winemaking, digitalisation has also been a key factor in the evolution of the sector. This is explained by Chelo Miñana, director of Wine Tourism at Masaveu Bodegas, who shares how technology has not only helped to streamline processes, but also to maintain the philosophy and values ​​of the wineries.

“We see digitalisation as a tool and we use it, precisely, to maintain our essence,” says Chelo Miñana, highlighting that the main objective is to preserve tradition while adopting technological advances that optimise the experience of visitors and internal operations.
In departments such as wine tourism, a fundamental area for the winery, digitalisation has allowed us to streamline administrative procedures and personalise experiences. “Our objective is to dedicate ourselves body and soul to being hosts, and digitalisation allows our visitors to live a personalised experience from the moment they contact us.”

The arrival of wine tourism has been a significant change for wineries. What was initially just an activity related to winemaking has become a cross-cutting experience that involves different areas of the winery. “Not only does it have a great capacity for brand projection, but it can also capture information from our end customers, which can be crucial to building loyalty in the purchase of wine at other points of sale,” shares the director of Wine Tourism.
In the case of Masaveu Bodegas and the wineries that belong to this winery group and have wine tourism activity (Murua in DOCa. Rioja or Fillaboa in DO Rías Baixas), for Miñana, “digitalization has been a decisive and firm commitment.” In the wineries, “wine tourism is not only seen as a commercial tool, but its philosophy is based on giving visibility to all the work carried out by the team: from the work in the vineyard to the enhancement of the product.”

One of the most recent advances at Masaveu Bodegas has been the implementation of a reservation platform, which not only facilitates the management of visits, but also allows the customer experience to be personalized. “We could say that our friends have the possibility of contacting us in very diverse ways and that the more we know them, the happier we make them. If we transfer this image of everyday life to what we seek at Masaveu Bodegas, we will obtain the integration of a complete reservation platform that will allow us to offer multiple possibilities so that visiting us is an à la carte and accessible experience. Knowing and managing our clients allows us to introduce them to our universe, always with their permission and with our absolute respect for the management of databases,” explains Chelo Miñana.

By working in synergy with technology companies, Masaveu Bodegas has been able to constantly update its tools and advance quickly in the market. This collaborative approach has allowed them to identify solutions adapted to the specific needs of the wine sector, always staying at the forefront.
“We weren’t just talking about buying a ticket online, we needed a platform that would allow us to facilitate contact procedures, improve detailed information for customers, facilitate payment and diversify the offer,” explains Miñana. With these improvements, the customer experience is not only simplified, but enriched by being designed to be flexible and personalized.

Digitization has not been a disruptive process, but a tool that complements and reinforces their traditional vision of wine, becoming a key ally to offer unforgettable experiences without giving up the essence that defines them.

Raúl Gil

Director of International Trade and Marketing

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“We want each user, from their first interaction with the website, to feel like they are starting a journey with us.”

The digital renovation of Bodegas Marqués de Cáceres marks a before and after in its connection with consumers. Raúl Gil, its director of International Trade and Marketing, describes this project as “a journey towards modernity, which maintains the balance with our tradition and puts the focus on consumers and on enjoying different moments in their own way.” This ambitious project not only reinvents the winery’s digital image, but also opens new doors to bring its history, wines and experiences to a wider audience.

The design of the new website combines freshness and elegance with a clear objective: to make each click transport the user to the universe of Marqués de Cáceres. One of the most important additions is the integration of wine tourism directly into the website. “We wanted our visitors to be able to plan and book experiences at our winery directly from the website, centralizing all our offering in one place,” explains Gil. This approach makes technology an ally for wine tourism, improving usability and making navigation clearer, more accessible and more attractive. “In addition, following the new brand architecture, we have reorganized our wines into: Genuine, Special, Gourmet and Signature,” says the director of International Trade and Marketing. With the customer at the center of the action, users can discover the magic of the winery, from its landscapes to the spirit of its wines, through “a living tool that will continue to evolve.”

Every corner of the website has been carefully created to captivate. From intuitive navigation to a renewed structure that guides the user through the wines organized according to moments and consumption styles. “We have created a space that not only reflects who we are, but evolves with us. Working hand in hand with JIG, we have sought to ensure that this website not only facilitates interaction with our brand, but also reinforces the emotional connection with our consumers,” explains Gil.

The commitment to this transformation responds to a strategic vision that seeks to be on par with a changing digital environment. For Marqués de Cáceres, “the biggest challenge has been to digitally adapt the new brand image and convey a more modern, clean and orderly aesthetic, aligned with the new times and the expectations of our consumers.” “This process involved completely redesigning the structure and content of the website, seeking a balance between functionality and visual design,” Gil confesses.

Every detail is thought out to convey the soul of the winery. The objective is not only to attract, but to connect deeply with those who discover the brand. From exploring the wines to buying a bottle with a single click, the digital experience is designed so that everything flows naturally. “Our main objective is to offer a digital experience that reflects the quality and authenticity that characterizes Bodegas Marqués de Cáceres,” says Gil. “These digital improvements help us adapt to the expectations of an increasingly demanding consumer, reinforcing our identity and ensuring that each visit to the website is the beginning of a lasting connection with our brand,” he continues.

This page is not only a window into the universe of Marqués de Cáceres; it is a meeting point between tradition and innovation, a space where technology enhances the legacy of the winery. “This project is part of a strategic and transversal change that includes our new visual identity, brand architecture, communication style, label restyling and, now, the update of the website,” highlights the director of International Trade and Marketing.

With this, Marqués de Cáceres not only modernizes its image, but also reinforces its position as an iconic brand that evolves with the times without losing its essence. “The website becomes a point of attraction for new consumers, complementing the work we have been doing for years through the different wine tourism experiences in our wineries in Cenicero,” he concludes. A journey that begins on the screen and promises to turn each interaction into an unforgettable experience.
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Miryam León

Head of Marketing and Communications Department

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“Data management is key to understanding our visitors and personalizing their experiences”

Since its founding in 1988, Bodegas David Moreno has been a benchmark for quality, deeply connected to the land, the vineyard and the family. Today, it has managed to embrace digitalisation and achieve a balance between deep-rooted tradition and modernity that is advancing by leaps and bounds. A process that, far from breaking with its essence, enriches it and extends it to new frontiers.

Miryam León, head of the Marketing and Communication department, tells us how, through the use of digital tools, the winery has managed to reach a global audience without losing the essence that characterises it. “With these solutions we can reach more people, but the soul of Bodegas David Moreno remains the same,” says Miryam León proudly. It is this connection with the roots that continues to guide their day-to-day life, from production to the experience they offer their visitors.

One of the pillars on which digitalisation has left its deepest mark is in the area of ​​Wine Tourism. Pioneers in opening the doors of the winery to visitors from the beginning, Bodegas David Moreno has managed to transform the experience into an unforgettable and modern journey. “Our Wine Tourism department has evolved over the years, implementing tools that have facilitated both internal management and customer experience. From an Excel spreadsheet, which was how reservations were first managed, to what we have today. Currently, thanks to digitalization, we can offer the customer a more personalized and efficient experience,” explains the Marketing and Communications manager.

One of the most notable innovations has been the introduction of a self-guided tour, ‘At your own pace’, where visitors can enjoy the tour with an audio guide through their own mobile device. “Our biggest concern was acceptance among middle-aged people, but fortunately, we have seen that the process has been fluid and problem-free,” says León. “The change to digital is being very natural for everyone,” he emphasizes.

Another key aspect of this digital transformation has been its new reservation platform, which has optimized internal organization and improved the customer experience. “We have been working with a reservations centre for years and this year we opted for a change that would adapt to new tools and cutting-edge technology,” emphasises León. “Having a new reservations platform has allowed us to organise visits more efficiently, optimise times and facilitate customer reception,” she explains. This tool, explains the winery, not only improves logistics, but also allows visitors to have more autonomy when making changes to their reservations, giving them total control over their experience.

As the Marketing and Communication department states, digitalisation has been essential to further personalise its services thanks to data management, a key aspect in Bodegas David Moreno’s vision for the future. The winery understands digitalisation not as an end, but as a path in constant evolution. “We believe that collaboration with technology companies is essential. Sharing knowledge with other wineries and companies in the sector can help us move forward, while always maintaining our identity. There is still work to be done and the best news is that we are on the right track,” concludes Miryam León. A process in which they continue to advance without giving up what makes them unique: their closeness, their family essence and their authenticity.

Mariannick Garel

Director of Communications, PR and Wine Tourism at Bodegas Luis Cañas

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“Technology is not an end in itself, but a way to achieve our goals”

Digitalization is an unstoppable phenomenon that has transformed all sorts of sectors, and the world of wine is no exception. However, for companies with such a deep heritage as Bodegas Luis Cañas, the key is not in adopting technology for its own sake, but in how it can be integrated to improve processes and experiences without compromising the values that define them.

The winery stands out for its unwavering effort with tradition and respect for the family history that has guided its work over the years. “We have a strong commitment to quality and our region,” comments Mariannick Garel, Director of Communications, PR and Wine Tourism at Bodegas Luis Cañas. “Our differentiation lies in our connection with the environmental and social surroundings,” she adds, as well as ”our intention to maintain the cohesion of the territory.”

But how to ensure that products retain their authenticity in the midst of digitalization? “Technological tools do not affect our essence. They are a mere means, not an end,” explains the winery’s Communication team. “We must have our sights set on our objectives and values and choose those solutions that help us achieve them,” they assure.

Digitalization has been greeted with special caution at the winery. “The risk we were most concerned about was losing the human link with the user,” confesses Mariannick Garel. The introduction of a booking platform “has been a major change, but we have made sure that this new channel maintains the closeness with the visitor,” assures the Communication Director. “Two companies that have the same platform can make completely different use of it,” she adds.

At Bodegas Luis Cañas, digitalization has made it possible to modify traditional processes, streamlining key areas without interfering with the physical and sensory experience of the wine. “Although at first there was some fear of change, over time the team has become aware of the benefits of technology,” says Garel.

Among them, obtaining an asset that in the industry is invaluable: end-customer data. “It’s vital in a context like ours, where the product goes through many intermediaries before reaching the end consumer. Having this data gives us a unique opportunity to get to know our customers better and optimize future communication strategies,” says Garel.

Bodegas Luis Cañas has managed to integrate technology in a balanced way, maintaining its values and adapting to the new times without sacrificing quality or familiarity with its customers. They have started with key areas such as finance, management, production and wine tourism, but the process is far from over. “We are with all fronts open,” they explain, noting that digital transformation is a work in constant evolution.

Josep Llambrich

Head of Visits in Mas d’en Gil Winery

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“Our products preserve their artisanal essence in the digital era”

Mas d’en Gil Winery, founded in 1867, has witnessed the evolution of the wine sector over the years. The Rovira Carbonell family, the current owners, has been dedicated to preserving the legacy of this place, located in one of the highest and most airy areas in the south of the Priorat region. Her philosophy has been clear: to offer fine, elegant wines with an identity marked by the terroir, achieved through the regeneration of soils and the implementation of biodynamic methods since 2008.

Within their traditional processes, digitalization has arrived at Mas d’en Gil as a tool that helps facilitate their work, while preserving the authenticity of their wines. “We believe that our products do not lose their essence and continue to be artisanal elaborations that preserve their character,” emphasizes Josep Llambrich, head of Visits at Mas d’en Gil Winery.

Digitalization has not altered the group’s traditional systems, except in the area of wine tourism, where it has facilitated the management of reservations with the introduction of a new platform. “Having this tool helps us to speed up times when it comes to booking. In addition, we have a customer base that we can access at any time,” adds Llambrich. This platform has not only improved operational efficiency, but has also enabled the winery to maintain closer and more organized contact with its customers.

For now, Mas d’en Gil Winery is happy with its level of digitalization. “For the moment, in our case, we have made progress in the digitalization of our winery and we currently have all our digital needs covered. Maybe later on we will notice that we are missing something, but for now we are very satisfied with the incorporation of the booking platform,” Llambrich concludes.

Mas d’en Gil’s experience shows that it is possible to integrate digital tools in an established sector without losing the authenticity and quality that characterize its products. This balance between the traditional and the technological allows the winery to remain at the forefront of innovation without renouncing its roots, thus offering a unique experience to both its visitors and wine lovers.

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

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.