Logroño Presents ‘Wine Marketing: Strategy, Value, and Digitization’ – A Reference Manual for Small and Medium-Sized Wineries

Logroño, Spain – Alfredo Ruiz Santolaya, a renowned expert in wine marketing, has recently presented his new book titled “Wine Marketing: Strategy, Value, and Digitization” in Logroño. The book, which was developed during the pandemic, aims to serve as a reference manual for small and medium-sized wineries, providing valuable insights and demystifying the concept of marketing.

Ruiz Santolaya, who has a long-standing career in the wine sector, explained that the idea for the book came from his experience working with wineries from various regions, including Rioja, Ribera del Duero, and Navarra. He emphasized that wine is a unique product that is felt, enjoyed, and shared, making it different from other industries.

The book, which spans 290 pages, is designed to be easily understandable for wineries that may not have marketing experts on their team. Ruiz Santolaya uses 70 real-life cases and examples from both big and small brands to illustrate how marketing can create value for wineries.

One of the key messages of the book is that marketing is not exclusive to large companies. Ruiz Santolaya compares marketing to accounting or taking care of a small vineyard, emphasizing that it requires attention and expertise regardless of the size of the winery.

When asked about the state of marketing in Rioja, Ruiz Santolaya explained that larger companies often have specialized staff or agencies to handle marketing. However, medium-sized wineries sometimes struggle with understanding the concept of marketing, often mistaking it for communication. He stressed the importance of having a global marketing strategy and not just focusing on individual marketing activities such as social media or wine tourism.

Regarding the changing consumption trends in the wine industry, Ruiz Santolaya acknowledged that there is a shift towards less quantity and higher quality, as well as an increasing preference for white wines over reds. He emphasized that Rioja, as a leading wine region, needs to adapt to these changes while also leveraging its diversity of wines.

The book also explores the role of packaging and product innovation in marketing. While Ruiz Santolaya believes that new packaging and flexible products can be explored, he also highlights the importance of maintaining the authenticity and tradition associated with denominations of origin.

When asked about the presence of marketing “stories” in the wine industry, Ruiz Santolaya acknowledged that there are cases where marketing can be misleading. However, he emphasized that good wine is ultimately the most important factor and that the market tends to differentiate between quality products and marketing gimmicks. He cited French wines as an example, where the heavy packaging has created a perception of quality, even though it may not always be the case.

Overall, Ruiz Santolaya’s book aims to provide valuable insights and guidance for wineries of all sizes, helping them navigate the complex world of marketing and create value for their brands.

What are some practical ways that wineries can leverage digitalization, such as e-commerce platforms and social media channels, to enhance their marketing efforts and connect with consumers

Re of financials, stating that it is a fundamental aspect that can greatly benefit any winery, regardless of its size.

In “Wine Marketing: Strategy, Value, and Digitization,” Ruiz Santolaya explores various topics related to marketing in the wine industry. He highlights the importance of understanding consumer behavior and market trends, as well as developing a strong brand identity and positioning. The book also delves into the significance of effective communication, both offline and online, and the role of social media in reaching and engaging with consumers.

Moreover, Ruiz Santolaya recognizes the increasing importance of digitalization in the wine industry. He provides insights on how wineries can leverage technology, such as e-commerce platforms and social media channels, to enhance their marketing efforts and connect with consumers in a digital world.

Throughout the book, Ruiz Santolaya emphasizes the need for wineries to adapt and evolve in an ever-changing market. He encourages wineries to embrace innovation and creativity, highlighting the success stories of those who have implemented unique marketing strategies.

The presentation of “Wine Marketing: Strategy, Value, and Digitization” in Logroño garnered positive feedback from attendees, who praised Ruiz Santolaya for his expertise and practical approach. Many expressed their eagerness to apply the insights provided in the book to their own wineries, highlighting its value as a comprehensive guide for marketing in the wine industry.

Overall, Alfredo Ruiz Santolaya’s new book offers a valuable resource for small and medium-sized wineries, providing them with practical tools and knowledge to navigate the complex world of wine marketing. By demystifying the concept of marketing and emphasizing its relevance for wineries of all sizes, the book aims to empower winemakers and help them thrive in today’s competitive marketplace.