More than a Conference, a Conversation for Wine Leaders Who Prefer Clarity Over Comfort
On Thursday 29 January 2026, from 09:30 to 11:00 CET, the Club de Marketing de La Rioja – La Rioja Marketing Club- will host a focused morning session for winery owners and senior decision-makers who sense -perhaps uncomfortably- that the rules of the wine business have already changed.
The speaker will be Cristián Saracco, one of our Founding Partners.
RSVP | Register here!
- Club de Marketing de La Rioja
- Medrano, 12
- Logroño, La Rioja
Regarding the Contents of the Talk. . . of the Proposed Dialogue
The wine sector is moving faster than many wineries would like to admit. Lower volumes, rising cost pressure, new consumer expectations, fragmented channels, sustainability that must be proven (not proclaimed), and relentless global competition. In this context, doing more of the same is no longer strategy. It’s a gamble.
This session proposes an honest, necessary conversation about decisions that directly affect results, resilience and generational continuity.
We will address, without theatrics:
- How to hold prices (or at least stop the erosion)
- How to protect margins in a high-pressure environment
- How to bring order to portfolios
- How to activate direct-to-consumer sales with intent
- How to legitimise premiumisation
- How to project a credible legacy, not a nostalgic one
And, above all, how to gain clarity rather than fleeting inspiration on:
- Why brand is no longer optional if you want to compete on value, not volume
- How brand strategy can defend prices and reduce discount dependency
- The strategic mistakes that come from confusing tradition with immobility
- How to align business strategy, wine portfolio, experience and internal culture
- Which decisions must be taken now for long-term relevance
Less storytelling. More business judgement.
Last But Not Least
In the meantime, we encourage you to download the 2026 Trends in the Beverage Sector, focusing on wines, vermouths, and beers:
And an article if you’d like to read some of our thoughts on the sector:
Image
- Pradillacarlos, Pixabay https://pixabay.com/photos/autumn-vineyard-lyng-rioja-red-1014891/
