IX Imaginext La Rioja Conference: Growing Influence of Digital Commerce in the Wine Sector

The IX Imaginext La Rioja Conference has put the growing influence of digital commerce in the wine sector at the center of the debate. This question, which constitutes one of the great challenges of the digital age, was analyzed in depth last Thursday, highlighting the need to adapt to the new reality of the market.

The event was inaugurated by Concha Andreu, president of La Rioja, who highlighted the region’s potential to become a world benchmark for wine. “Wine is not only our strategic sector and our main economic attraction, but also La Rioja’s business card to the world,” declared the regional president. However, Andreu acknowledged that this is not an easy time for the sector, due to factors such as the covid crisis and Brexit.

Andreu stressed the need to seek quality and project into the future. In this context, he highlighted the value of the Enorregion project, which aims to enhance the quality of the region’s wines. According to the president, initiatives such as Imaginext are essential to draw conclusions and learn, since technological innovation can provide added value and contribute to improving the quality of the product.

The way forward, according to Andreu, must include “learning in all value chains: personalization of experiences, improvement of training at the highest level and leadership in new opportunities”.

For his part, Goyo Ezama, CEO of Diario LA RIOJA, opened the day by highlighting the importance of digital commerce in the wine sector. “Digital transformation has changed us more in just a few years than in the previous hundred,” said Ezama, stressing that this revolution is also applicable to the wine sector.