Wine Tourism Conference Programme (IWINETC 2016) by Wine Pleasures

INTERNATIONAL

WINE TOURISM

CONFERENCE EXHIBITION & WORKSHOP (#IWINETC) BARCELONA, SPAIN 5 - 6 APRIL 2016

ORGANISED BY

PREMIUM SPONSORS

Contents 03

A-Z Event Information

Welcome to IWINETC 2016

Conference Programme - Day 2

Exhibitor Profiles

Conference Programme - Day 1

List of Workshop Participants

Sponsors

IWINETC 2016 is organized by

And in collaboration with our premium sponsors

Join the IWINETC Community!

Contact the IWINETC Team

@iwinetc #iwinetc16

winepleasures

facebook.com/winetravel facebook.com/groups/iwinetc

info@winepleasures.com

youtube.com/iwinetc

www.iwinetc.com www.winepleasures.com

While every effort has been made to ensure accuracy in the completion of this publication, the organizers and publishers cannot accept any liability for any errors or omissions. © Copyright. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means – electronic, photocopying or otherwise – without written permission of Wine Pleasures.

Welcome to IWINETC 2016

On behalf of Wine Pleasures and the entire team behind IWINETC 2016, welcome to Barcelona Region and Catalunya and thank you for joining us for what I’m sure will be a very productive and enjoyable week. I would also like to take this opportunity to say an enormous thank you to the Catalan Tourist Board and the Barcelona Province Tourist Board for their fantastic support. There’s no doubt that wine and culinary tourism continues to look to a bright future with many published studies (some presented here at the conference in the talk programme) pointing to continued optimism. IWINETC brings together industry professionals from over 40 countries and it remains our passion to deliver a world-class insightful conference talk programme, to drive profitable business connections at both the exhibition area and workshop event and create inspirational networking opportunities during evening events and post conference wine tasting tours. IWINETC kicked off in style with visits to 50 Great Cava producers and was followed by a Welcome Reception held in the Barcelona Golf Hotel, where some 150 conference delegates enjoyed an evening of networking. Annually, IWINETC brings together a community of around 300 wine and wine and culinary tourism professionals. We strive hard to include talks based on needs and for that reason the conference programme offers 3 talks to choose from at each of the scheduled session slots and if that is not enough there is an exhibition area to keep you busy with plenty of opportunities to discover grape escape ideas and taste wines. Some exhibitors will be running competitions and raffles so make sure you take time out to participate.

2016

Don’t forget to tweet during the IWINETC 2016 #iwinetc We hope you enjoy your time with us in Catalunya Anthony Swift, IWINETC Director

#iwinetc

My hope is that your time with us in Barcelona Province and Catalunya is a memorable one and you gain valuable knowledge from the conference talk programme and make many profitable business connections with industry professionals across the globe.

#iwinetc

A-Z Event Information

Access

Exhibition Area

IWINETC Welcome Reception

Simultaneous Translation

Wheelchair access is available from the main entrance of

Come along to the exhibitor area located in the hotel re-

At 20.00 make your way to the Restaurant Xarel.lo in

Simultaneous translation from English to Spanish and

the IWINETC venue to the seminar rooms, exhibition area

ception, discover grape escape destinations and meet

the Hotel Barcelona Golf for the official IWINETC Wel-

vice versa is available for all talks delivered in the main

and restaurant. Toilets accessible by wheelchair are also

with the industry in a relaxed environment. Strengthen

come Reception. Mr Xavier Espassa Añoveros, General

Conference Room (Tarragona). Talks delivered in the

available on each floor of the venue.

existing relationships and meet with new contacts,

Managaer of the Catalan Tourist Board and Mr Francesc

Anoia and Golf Club rooms will not have simultaneous

friends and colleagues.

Vila i Albet, General Manager of Tourism at Barcelona

translation. Conference delegates who wish to use this

Province Council will say a few words of welcome and

service must get headphones from the IWINETC registra-

this will be followed by terroir tapas matched with Cavas

tion desk and you will be required to give in your passport

and wines.

or ID card upon issue. Upon return of the headphones

Accommodation For details of accommodation in the Hotel Barcelona Golf

First Aid

Resort & Spa (IWINETC venue) or the nearby overspill Ho-

First Aid is available for the duration of the conference.

tel Ciutat Martorell, please view the information on the

Make your way to the hotel registration desk should you

IWINETC web site at www.iwinetc.com

require assistance.

your passport or ID will be returned. Tuesday 5th April Tourist Information Grand Cava Tasting

Visit the Catalan Tourist Board and the Barcelona Prov-

Car Parking

Lunches

At 17.00 join Sarah Jane Evans, Master of Wine for the

ince Tourist Board in the exhibition area situated in the

There is an underground car park at the IWINETC venue.

Lunches are free for registered conference delegates pro-

Grand Cava Tasting in the Tarragona Room. Conference

Hotel Foyer for information on places of interest, restau-

The car parking fee is included in your conference registra-

vided you have a luncheon ticket which you will find at the

badges must be worn and shown to gain access.

rants, shopping, entertainment and local amenities to

tion. The IWINETC venue is accessible by lift from the un-

back of your badge. Access to lunch is for ticket holders

derground car park. External car parking is also available.

only. No ticket then no lunch. Lunches on each day of the

Gala Dinner at Freixenet

conference will be in the Restaurant Xarel.lo. For lunch

At 18.30 meet in the Hotel Barcelona Golf reception ready

times please see the Conference programme.

to board the buses to Freixenet which will depart at 18.45

Wine Tasting Tours

Exhibitors can unload any weighty materials by pulling up in front of the IWINETC main entrance.

enjoy during your stay in Catalunya.

sharp. Upon arrival we will be given a VIP tour of Freix-

On Thursday 7th and Friday 8th April there a two full day

enet and this will be followed by a Gala Cava and Wine

wine tasting tours to enjoy with visits to the following wine

Networking Events

matching dinner in Freixenet. Tickets are priced at just

regions in Catalunya: Cava & Penedès and Conca de Bar-

Certificate of Attendance

What would a trip to Catalunya be without seeing its cul-

30 Euros and can be purchased at the IWINETC registra-

berà and Tarragona. Tickets are priced at 55 Euros (includes

Certificates of Attendance will be available for delegates

tural delights, vineyards AND Cava and Wine producers?

tion desk prior to departure. Limited number of places

lunch) and can be purchased at the IWINETC registration

once the conference has finished and provided you have

Take advantage of the fantastic and varied social pro-

so early booking is advised. We expect to be back at the

desk prior to departure. We have a very limited number of

attended both days of the event. Certificates must be or-

gramme we have prepared for you:

Barcelona Golf Hotel by 23.00.

places so early booking is advised. Itineraries can be viewed

dered and collected from the IWINETC Registration desk.

on the IWINETC web site at www.iwinetc.com

There is an admin fee of 1 Euro for each Certificate. Monday 4th April

Wednesday 6th April

Cloakroom and Luggage Storage

50 Great Cavas 2016 – The Visits

Gala Dinner at Torres

Free Internet access will be available in all areas of the

There is a place to hang coats and bags in each of the

A chance to visit one of the 50 Great Cava producers of

At 18.00 meet in the Hotel Barcelona Golf reception

IWINETC venue.

conference rooms. A luggage storage facility is located

2016 as part of the IWINETC programme. At the time of

ready to board the buses to Torres which will depart at

next to the Hotel Reception Desk.

print visits are available to Codorníu, Gramona, LLopart,

18.15 sharp. Upon arrival we will be given a VIP tour of

and Vallformosa. Additional visits to different wineries

Torres and this will be followed by a Gala Wine match-

may be added if there is demand. Please check at the IWI-

ing dinner in their restaurant Mas Rabell. Tickets are

NETC Registration desk or www.iwinetc.com for updates.

priced at 40 Euros and can be purchased at the IWI-

WIFI

2016

The morning coffee break on each day of the conference

NETC registration desk prior to departure. We have a

is free for registered conference participants and will be

Buses depart at 14.15 in front of the hotel and will get

very limited number of places so early booking is ad-

taken in the the Xarel.lo Restaurant (next to the exhibi-

back again at 17.30 approx. Conference delegates must

vised. We expect to be back at the Barcelona Golf Hotel

tion area). Conference badges must be worn and shown

by 23.00 latest.

to gain access.

choice winery visit as places are limited.

#iwinetc

Coffee Breaks

5O GREAT SPARKLING WINES - 2016

50 Great Sparkling Wines of the World recognizes outstanding sparkling wines and producers. It documents a range of sparkling wine styles for you to explore. It spotlights interesting wineries to

IWINETC CONFERENCE PROGRAMME Day 1

visit for your next grape escape holiday and it provides objective professional tasting notes with producer contact details.

Get your free copy at

#iwinetc

www.winepleasures.com

Enhance your knowledge, grow in your profession and be inspired! The IWINETC talk programme offers cutting edge professional learning delivered by savvy international industry experts covering useful topics within the wine and culinary tourism industry for you and/or your business.

SESSION 1.1 1

DAY 1

Tarragona

11.30 - 12.15

Tuesday 5 April 2016 SEO Masterclass for the Wine Tourism Industry Part 1 SEO What’s that? (Simultaneous Translation)

Registration Desks Open

08.45 - 18.00

Exhibition Area Opens

09.00 - 18.00

Welcome & Opening Announcements (Simultaneous Translation)

Search Engine Optimisation (SEO) is often seen as a dark art or difficult to learn. This Masterclass will help train professionals working in the wine & culinary tourism industry to be able to do it for themselves, including providing all the spreadsheets and free tools needed. Part One we will cover how Google works (it’s easier than you think), as well as how SEO works, technical SEO (very basic Wordpress need-to-know elements - nothing actually “techy”) and on-page SEO which will cover what changes you need to make to a webpage to make it SEO optimised.

09.30 - 10.15

Tarragona

Opening Plenary Session

Tarragona

10.00 - 10.45

Wine Country Catalonia (Simultaneous Translation)

Speaker: Judith ‘deCabbit’ Lewis Theme: Profesional Development

SESSION 1.1 WINE COUNTRY CATALONIA: Very near Barcelona you will find a journey through twelve designations of origin to discover a varied and attractive landscape, from vineyards beside the sea to others clinging the mountain sides. In Catalonia you can visit over 300 wineries, stroll amidst vineyards, enjoy a rich heritage, combine wine with gastronomy. Ideas to guarantee a unique experience for everyone all year round.

Anoia

11.30 - 12.15

Vívid: The Wine Tourism Festival To Showcase A Region Vívid, the wine tourism festival that promotes the DO Empordà and the Costa Brava region, is a tool to showcase the region and to create new wine tourism proposals, encouraging cooperation among all involved in the initiative. Origin, present and future of the festival, which aims to showcase wine products and the region through innovative wine tourism activities.

Coffee Break sponsored by the Barcelona Golf Hotel in the Restaurant Xarel.lo 11.00 - 11.25

Speaker: Jaume Marín Costa Brava Tourist Board Director Theme: Branding & Marketing

#iwinetc

2016

Speaker: Xavier Espassa Añoveros, General Manager – Catalan Tourist Board & Miquel Forns i Fusté, Councillor for Tourism for Barcelona Provincial Council. Theme: Grape Escape Destinations

Programme

SESSION 1.1

Golf Club

11.30 - 12.15

From Wine Student To Your Wine Ambassador

Session 1.2

12.30 - 13.15

Still The King Of Wines And Wine Of Kings”?

From wine lovers to career development, wine education programs are a niche market. In 2015, more than 56,000 candidates took a WSET exam and the SOMM movies created new interest in the industry. The wine student is a unique visitor to a winery. Learn how to connect with them to help these lifelong learners to become lovers of your wine.

The Tokaji Aszú wine has always been and still is a great mystery; one of the wine world’s best kept secrets. Let’s chase these secrets in cellars of several hundred years, taste the new “ambassadors” the dry wines from Furmint and meet the winemakers. This sponsored talk will end with a a tasting of Tokaji wines of four prestigeous cellars.

Speaker: Gónusz Gabriella, Wine a More Travel, Hungary Theme: Grape Escape Destinations & Networking

Session 1.2

Tarragona

12.30 - 13.15

Key Factors of Wine Tourism In Catalonia (Simultaneous Translation) Based in the recent PhD Thesis about Wine Tourism in Catalonia, Professor Damià Serrano identifies the main key of wine tourism evolution in the last ten years and projects the future escenarios of this activity in Catalunya.

Speaker: Damià Serrano, Barcelona University Theme: Research

Session 1.2

Golf Club

12.30 - 13.15

Why Smart Marketers Use Social Media To Maximise Revenue Social media represents a huge opportunity for wine brands to engage and sell to consumers. But the competition online for attention is fierce. This talk will show you how to plan for and create content as part of a winning retail strategy.

Speaker: Julie Mahoney, Head Of Content Marketing At Ogilvy Worldwide & Founder Of Damncheeky Wines Theme: Branding & Marketing

Lunch in the Restaurant Xarel.lo

#iwinetc

Speaker: Courtney Quinn, Path2Wine Theme: Branding & Marketing

2016

Anoia

Programme

SESSION 1.3

Tarragona

15.00 - 15.45

Keeping Up With ‘The Wine Tourist’ (Simultaneous Translation)

Session 1.3

15.00 - 15.45

Workshop: Bringing Discourse Analysis into the Winey Visit How many times have we visited a winery only to see the winery owner, winemaker or wine tour guide talking at the visitors telling them which aromas they should be smelling, what the colour is, how it tastes and so on. If we could measure the amount of discourse going on during a winery visit and a wine tasting we would most likely observe that the winery representative is talking for 90% of the time and the wine tourist only 10%of the time, .if at all! In this practical workshop (Cava drinking involved I’m afraid) I will demonstrate with the help of discourse analysis how to get your customers talking about your winery and wines for 90% of the time and the winery just 10% talking time without having to gag the winery representative.

Wine tourism is a constantly evolving concept, reflecting ever-changing customer tastes and desires. Is your wine tourism business and/or territory keeping up-to-date? This informative talk will look at who today’s wine tourists are and what they’re seeking on their travels. Discover creative ways your organization or business can attract, engage and retain that most valuable asset – the customer.

Speaker: Hilarie Larson CSW,FWS Theme: Branding & Marketing

Speaker: Anthony Swift, MA Descriptive & Applied Linguistics Theme: Professional Development

Anoia

15.00 - 15.45

Cotnari – The Place Where Wine & Culture Meet Roman Emperors and Danube Wine Route aims to promote the connection between wine and culture. Case study on Romania’s the Cotnari wine region and Cucutenian Art & Civilisation. Branding & Marketing challenges – lessons learnt and lessons not to be learnt.

Speaker: Maria Alexandra Galbeaza, Bucharest Academy of Economic Studies & President of the Association of Enotourism. Theme: Branding & Marketing

Session 1.4

Tarragona

16.00 - 16.30

A Sparkling Guide To Cava (Simultaneous Translation) Cava production takes place in different regions of Spain; however, 97,54% of the production is in and around the Capital of Cava, Sant Sadurní d’Anoia. Sarah Jane Evans will take you on a journey around Catalunya to include Cava producing regions such as Alella, Conca de Barberà, Empordà and the Penedès. Learn some of the key stories in Cava’s history and find out what makes this traditional method sparkling wine so distinctive.

Speaker: Sarah Jane Evans MW & Chairman The Institute Of Masters Of Wine Theme: Grape Escape Destinations

#iwinetc

Session 1.3

2016

Golf Club

Programme

SESSION 1.5

Notes

Tarragona

17.00 â&#x20AC;&#x201C; 18.15

Official IWINETC Grand Cava Tasting (Simultaneous Translation) Unlike Prosecco and other sparklings, Cava gets its bubbles by the traditional, or Champagne, method. What makes it special are the grape varieties, the soil, and the sunshine, and the time spent maturing in the cellar. Cava is ready to compete with the very best in the world. Discover the true flavours of todayâ&#x20AC;&#x2122;s Cavas and select your favourites at the Grand Cava Tasting.

Speaker: Sarah Jane Evans MW & Chairman The Institute Of Masters Of Wine Theme: Network & Connect

End of conference programme Day 1

2016

Tickets available at the IWINETC Registration Desk in the Exhibition area

#iwinetc

Networking Event: IWINETC Gala Dinner at Freixenet

2016

Notes

50 Great Cavas

The Book

50 Great Cavas takes the form of a stunning illustrated 154 page full colour collectable book and contains the Gold and Silver medal winners with photos and evocative tasting notes for each. The book, written in English is a sumptuous guide to discovering Spain’s most interesting and exciting Cava producers. The book looks at the history of Cava, outlines how Cava is made, clarifies the different Cava styles, spotlights successful regions and recognizes outstanding producers. A two page captivating article on all of the participating wineries covering family history, winery philosophy, grape varieties, location and wine tourism options can also be found in the book.

Special Offer for IWINETC Attendees RVP 12,95 €

IWINETC Price

8,95 €

Get your copy from the IWINETC Registration desk

IWINETC CONFERENCE PROGRAMME Day 2

DAY 2

Wednesday 6 April 2016

Registration Desks Open

09.00 - 16.00

Exhibition Area Opens

09.00 - 16.00

Session 2.1

Golf Club

09.00 – 10.55

Workshop de Cocreación e Innovación Retos para el sector del Enoturismo:

2016

Cataluña cuenta con un importante número de grupos de investigación, que son la cuna de una investigación basada en la excelencia. Con el objetivo de aprovechar este activo, es necesario establecer colaboraciones entre las empresas e instituciones del sector del Enoturismo y los grupos de investigación, para que la transferencia del conocimiento y su posterior aplicación empresarial sea realmente efectiva. En este Workshop se realizará una exposición teórica, por parte de los investigadores, sobre diferentes temas relacionados con el Enoturismo, como la innovación en marketing o la valorización del patrimonio cultural. La sesión finalizará con entrevistas privadas entre las empresas, que presentaron su reto de innovación previamente al Congreso*, y los grupos de investigación que propondrán sus posibles soluciones. Speaker: Mònica Molina & Oriol Vicente, Universitat Autònoma de Barcelona Theme: Research

#iwinetc

Encuentro para la transferencia de conocimiento Universidad y Empresa.

Programme

Session 2.1

Tarragona

09.45 – 10.25

SEO Master Class for the Wine Tourism Industry. Part 2 SEO How to increase visits to your web site and in turn visits to your region or wine tourism business? (Simultaneous Translation)

Session 2.2

En la Concertación de intereses reside la clave del éxito del Enoturismo. El rol de las Ciudades del Vino en el Enoturismo europeo y las herramientas para favorecer la colaboración Público-Privada.

Speaker: Carme Ribas, RECEVIN Theme: Branding & Marketing

Anoia

09.45 – 10.25

Think India? Think Taj Mahal? Think Again!

Anoia

11.00 – 11.30

Wine Tourism In Bulgaria: Where History Meets The Future

Indian wine tourism is, to say the least very young and as a relatively new grape escape destination on the world map, it is having its challenges. This talk will take you around India focusing on specific case studies and outlining the way forward for the wine tourism industry as it begins fermentation.

Speaker: Subhash Arora, Indian Wine Academy Theme: Grape Escape Destinations

Coffee Break in the Restaurant Xarel.lo

Session 2.2

Have you considered Bulgaria as a wine tourism destination? This talk will give a first-hand overview of Bulgaria’s growing wine and wine tourism industry. You will learn about the emergence of the modern boutique wineries that promote wine tourism in the country. The talk will also highlight important factors and supporting conditions that drive the development of Bulgarian wine tourism.

Speaker: Zina Sorensen, Managing Director of Bulgaria Wine Tours Theme: Grape Escape Destinations

10.30 – 10.55

#iwinetc

Session 2.1

2016

11.00 – 11.45

El Enoturismo y la Colaboración Público-Privada (Simultaneous Translation)

In Part Two, we will learn how to do keyword research and how that works, how to choose which keywords to optimise a page for, how to manage all these changes, a little bit on building links safely for your business plus the latest guidance from Google.

Speaker: Judith ‘deCabbit’ Lewis Theme: Profesional Development

Tarragona

Programme

Golf Club

11.00 – 11.30

Wine Tourist Behaviour With Specific Reference To Porto, Portugal

Session 2.2

Speaker: Vasco Santos, Fernando Pessoa University, Portugal Theme: Research

Key points on the environmental and economical sustainable development of wine tourism. The urban and architectural design in relation to the territory must be considered at different scales, but also as a whole. The wine producing areas have to be not only preserved but also enhanced, in order to result into an added value for a sustainable common territory development. Key points in Architecture and Urban Design for wine tourism facilities, wineries or warehouses, from a very local scale up to its territorial influence.

Speaker: Carles Sala, Sala Ferusic Architects Theme: Branding & Marketing

Anoia

11.45 – 12.30

From Bark To Bottle, Cork Forest Eco-Tour

Session 2.3

Speaker: Patrick Spencer, Founder & Executive Director of the Cork Forest Conservation Alliance,(CFCA Theme: Grape Escape Destinations

Baix Llobregat

12.15 – 13.15

Workshop: Wine and Flower Matching

Cork and wine have had a singular relationship for over 2 centuries, but little is known about cork forests, their culture, gastronomy and forestry. This presentation will describe this,” first of its kind”, eco-tour, of Spain’s cork forests that immerses each traveler in the wines, food, culture and forestry of these regions.

2016

11.45 – 12.30

Wine Tourism. Architecture and Territory

An empirical & conceptual model of consumer behaviour in wine tourism. Primary research undertaken in Port Houses involving both national and international wine tourists. A presentation of methodology, results and conclusions for wine tourism for not only Port Houses but also applicable to wine cities or regions.

Session 2.2

Golf Club

Wine-pairing with Mediterranean wild flowers and Catalan wines. A unique and original approach using wine to combine natural landscape and history. El Celler de Can Roca’s botanist and the sommelier Clara Antúnez will transport us to the terroir through the bouquets and the sensations of the wine in our mouths.

Speaker: Evarist March Sarlat & Clara Antúnez, NaturalWalks Theme: Networking

#iwinetc

Session 2.2

Programme

Session 2.3

Tarragona

12.15 – 13.15

Welcome to Beer Tourism! Can You Taste The Difference? (Simultaneous Translation)

Session 2.3

12.35 – 13.15

Discover The Land of Dionysos - Greece The New meets the Old in Greece, one of the most historic wine-producing countries in the world. Greek wines are even newer than New World wines! This presentation shows how Greek modern winegrowing on a human scale can be combined with world heritage monuments, breathtaking landscapes, tradition and gastronomy thus turning it into a unique travel experience for wine lovers.

What’s driving the strong interest in craft beer and what makes it different from the “normal” stuff? We will also reflect on how and why the province of Barcelona is becoming a destination for the appreciation of good beer. The presentation will be followed by a tasting session featuring locally-crafted beers + time for an exchange of experiences in the beer and wine worlds over the final taster.

Speaker: Robin Barden, Edge Brewing Theme: Networking

Golf Club

Speaker: Thanasis Laskaratos, Director of Greek Wine Roads Theme: Grape Escape Destinations

Lunch in the Restaurant Xarel.lo

Anoia

12.35 – 13.15

Case Study. The Rise of Champagne Collet

2016

This talk will outline the difficulties and challenges of Champagne Collet with respect to wine tourism. The talk will provide ideas, solutions and strategies for wineries aiming to grow in the wine tourism market.

Speaker: Olivier Charriaud, Managing Director of COGEVI, Champagne Collet Theme: Branding & Marketing

Session 2.5

Tarragona

15.00 – 15.45

Golden Rules for Successful Winery Visits (Simultaneous Translation) Panel discussion. Building a successful winery tour & tasting room experience before, during and after the visit. Do’s and Don’ts. Bring plenty of questions for the panel.

Moderator: Colin Harkness, Journalist. Panel Members: Jochen Erler, Circle of Wine Writers, Sarah May Grunwald, Taste Georgia, Georgia & Cristina Soler, Llopart, Spain. Theme: Professional Development

#iwinetc

Session 2.3

Programme

Anoia

15.00 – 15.45

Wine: From Industry to Tourism (In Castilla -León)

Session 2.6

“Wine Stamp By Freixenet”, un concepto de Experiencia Enoturística por etapas entre las Bodegas del Grupo Freixenet en el mundo, como homenaje a las históricos puertos y rutas de peregrinación que fueron las vías naturales de difusión de la cultura del vino. Las rutas históricas de la cultura del vino paralelas a los caminos de peregrinación y evangelización como primeras rutas enogastronómicas de la humanidad, que Wine Stamp by Freixenet recupera para nuestros días a través de las enoexperiencias de sus bodegas en el mundo. Nuestra experiencia con la iniciativa Wine Stamp pasado, presente y futuro.

Speaker: Zaida Semprun, Wine Tourism Commercial Manager Grupo Freixenet Theme: Branding & Marketing

Speaker: Chelo Miñana, Enoturismo Castilla y León Theme: Branding & Marketing

Salle 2

15.00 – 15.45

Lessons Learned: Conversations with Renowned Wine Leaders

Session 2.6

2016

Anoia

16.00 – 16.45

SEO vs PR vs Bloggers - Fight!

Based on a series of conversations with leaders in the international wine industry—from California, Spain, Italy, France and Australia—this talk explores their secrets of success. Discover ways to use branding, marketing and customer service to transform any winery or tasting room into a leader in the wine tourism market.

Speaker: Susan Lanier-Graham, Wine Editor of Luxe Beat Magazine Theme: Branding & Marketing

16.00 – 16.45

Wine Stamp By Grupo Freixenet (Simultaneous Translation)

The renowned quality of Ribera del Duero, Toro & Rueda wines has placed Castilla y León on the world map. Logically wine lovers want to visit but Who manages what´s on offer? Who informs the tour operators how to play this game? Who and how does this product appear in the market? This talk will discuss how these questions are being addressed in Castilla León.

Session 2.5

Tarragona

With Google suggesting 35% - 40% of the value assigned to a website is based on links, these are increasingly the focus of wine tourism businesses looking to increase their online visibility. Some PR agencies are selling blogger link building as a service but who can you trust now Google is handing out penalties based on bad links? Most valuable links seem to come from wine & travel bloggers but how to you judge who is right for your business? Should you go with a PR for outreach, a specialist SEO agency or do it yourself? In this session you will be taught how to use the tools available to find, assess and reach out to influencers as well as assessing potential bloggers reaching out to you. You will leave this session with clear, practical information on how to execute an outreach campaign.”. Moderator: Judith ‘deCabbit’ Lewis Theme: Branding & Marketing

#iwinetc

Session 2.5

Programme Session 2.6

Golf Club

16.00 â&#x20AC;&#x201C; 16.45

Increase Revenue by Selling Products & Creating a Physical Presence Service based companies can add new sources of revenue by creating their own location and selling related products. This can increase the value of your services, help you create a stronger brand, and become a great marketing tool. As a case study, our company can provide insight about what this means in practice for a small tour operator.

Speaker: Gabor Banfalvi, Taste Hungary Theme: Branding & Marketing

Session 2.7

Tarragona

17.00 â&#x20AC;&#x201C; 17.25

EXHIBITOR Profiles

Closing Plenary Session & Official Announcement of IWINETC 2017 Destination (Simultaneous Translation)

2016

Tickets available at the IWINETC Registration Desk in the Exhibition area

#iwinetc

Networking Event: IWINETC Gala Dinner at Torres

Exhibitor Profiles CATALAN TOURIST BOARD

CATALUNYA

Passeig de Gràcia 105, 3er - 08008 Barcelona

GRUPO FREIXENET

SPAIN

Joan Sala 2 Sant Sadurni D’ Anoia, 08770 Barcelona

Ms Zaida Semprun - E. zaida.semprun@freixenet.es

Ms Queralt Amella Miró - E. qamella@gencat.cat Ms Rosalia Pont – E. rpont@gencat.cat www.catalunya.com

www.grupofreixenet.com

The Catalan Tourist Board purpose is to promote Catalonia as a leading tourist destination based on quality and the

Freixenet has been making CAVA in the Penedes for over a hundred years, becoming one of the largest producers

social and economic profitability of the tourism industry. Catalonia boasts a winemaking heritage dating back 2000

worldwide, currently exporting to over 150 countries.

years in history. At over 65,000 hectares of vineyards and an annual output above 380 millions of bottles of wine and cava (sparkling wine), Catalonia is a wine tourist destination with a considerable potential. Wine tourism can be

Grupo Freixenet, has 23 wineries in the best wine regions of Spain, France, USA, Mexico, Argentina and Australia where

enjoyed in any of Catalonia’s twelve denominations of origin, which give an insight into a diverse, attractive landscape,

we offer winery tours, technical tours, tastings, teambuilding, private dinners, show cooking and tailor made programs

from breeze-swept vineyards by the seaside to those extending over the large inland plains or climbing up the slopes.

for exclusive groups.

Year-round proposals include visits to over 300 wine cellars, strolls through vineyards, rich heritage to enjoy as well as wine and food pairing. Twelve denominations of origin certify the quality of Catalan wines and structure the offer in wine tourism.

BARCELONA PROVINCE TOURIST BOARD

CATALUNYA

Recinte Maternitat, Pavelló Mestral, Travessera de les Corts, 131 – 159 - 08028-Barcelona

Ms Mercè Rosés - E. rosesdm@diba.cat Ms Anna Maria Sanchez – E. sanchezoa@diba.cat www.barcelonaismuchmore.com

TORRES

SPAIN

C/Miguel Torres,6 08796 Pacs del Penedès (Barcelona)

Ms Sandra Molas - E. smolas@torres.es www.torres.es

Vines are a fixture of the landscape of the Province of Barcelona. No fewer than five DO allow travellers to enjoy the

The Torres Winery Visitors’ Centre is situated in a beautiful environment in the Penedès wine region. We offer a wide

pleasures of wine and the surrounding countryside.

range of activities related to wine and gastronomy that will make your stay unforgettable.

Wine tourism is a new way of holidaymaking, one in this case linked to the world of the ‘nectar of the gods’. A good

Wine, family history, ecology, and gastronomy are the cornerstones of our 20 years of experience in wine tourism,

wine is the outcome of a range of different factors. A fascinating world, often unknown, surrounds the entire process

creating experiences that stir up new emotions and sensations. We offer wine tastings guided by professionals,

that ends up on the table with a glass of wine and a hearty meal to accompany it. But, before you can savour them, a

surprising wine and food pairings, breakfasts and blind dinners, personalized tours of our most emblematic vineyard,

lot of things have to happen…all of them good! Wine tourism allows us to find out more about this fascinating world

among others. You can check our catalogue at www.clubtorres.com. The Drinks International - the prestigious British wine magazine – named our tour the most innovative wine tour in the

2016

world and, more recently in 2014 and 2015, awarded us the title of the world’s most admired wine brand.

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of the vine and wine.

Exhibitor Profiles GREAT WINE CAPITALS GLOBAL NETWORK

WORLD

17 Place De La Bourse 33706 Bordeaux Cedex - France

MOVIMENTO TURISMO DEL VINO PUGLIA

ITALY

Via Giuseppe Sangiorgi, 15 Bari 70124

Ms Laura La Ficara - E. progetti@mtvpuglia.it

Ms Carmen Romo Díez - E. progetti@mtvpuglia.it Mr Joao Marinho Falçao – E jmf@vinitur.com www.greatwinecapitals.com

www.mtvpuglia.it

The Great Wine Capitals is a network of eight major global cities in both the northern and southern hemispheres,

MTV Puglia is a Consortium of wine producers associated to the national Movimento Turismo del Vino and encompassing

which share a key economic and cultural asset: their internationally renowned wine regions.

more than 60 companies all along the region. It works for boosting wine tourism in the region and promoting Puglia wines by organising events and fairs domestically and all over the world.

It is the only such Network to encompass the so-called ‘Old’ and ‘New’ worlds of wine, and it aims to encourage travel, education and business exchanges between the prestigious wine regions of Bilbao | Rioja, Bordeaux, Cape Town | Cape Winelands, Mainz | Rheinhessen, Mendoza, Porto, San Francisco | Napa Valley and Valparaìso | Casablanca Valley. Being founded in 1999, the Network has developed and introduced several projects, initiatives and programs with the objective of achieving excellence in tourism, business services and education within the global alliance of its renowned wine regions.

FINCA VILADELLOPS EVENTS

SPAIN

Finca Viladellops 08734 Olerdola (Barcelona)

50 GREAT CAVAS – THE BOOK

SPAIN

C/Vino y Sol, 1 - 08779 La Llacuna (Barcelona)

Ms María José Dalmau - E. eventos@viladellops.com

Mr Anthony Swift - E. info@winepleasures.com

www.fincaviladellops.com

www.winepleasures.com

Finca Viladellops , a winery from 1877, owner of a small village surrounded by vineyards. Finca Viladellops is available

The 2016 edition of 50 Great Cavas takes the form of a stunning illustrated 154 page full colour collectable book and

to all those wishing to learn history through its typical Catalan farmhouses, medieval tower SXI, a chapel from SXII

contains the Gold and Silver medal winners with photos and evocative tasting notes for each. The book, written in

(where we hold weddings), and its 50 hectares of organic vineyards.

English is a sumptuous guide to discovering Spain’s most interesting and exciting Cava producers. The book looks at the history of Cava, outlines how Cava is made, clarifies the different Cava styles, spotlights successful regions and

Finca Viladellops, where you can learn and contemplate how the wine is made, we also offer different options. Activities

recognizes outstanding producers. A two page captivating article on all of the participating wineries covering family

in the vineyard, tasting, hiking, biking or horseback and also all kinds of programs for groups.

history, winery philosophy, grape varieties, location and wine tourism options can also be found in the book.

Gastronomy is important to our clients. We offer breakfast, snacks or meals with local products. We want our guests If you are part of the wine trade or you simply just love discovering great Cavas either at home or when taking time out

2016

in Barcelona, La Rioja or Valencia, 50 Great Cavas 2016 – The Book is a must – have. This is the best-selling annual Our packages are an example of what we can offer, because we work and adapt to our clients needs.

publication on Cava and is available to purchase at IWINETC at the a special price of €8,95. 50 Great Cavas 2016 – The

Access is easy and straightforward. We are in the Massis del Garraf 40 minutes from Barcelona, 25 minutes from the

Book was produced with the collaboration of the Consejo Regulador del Cava.

airport and 15 minutes from Sitges. We wait for you!.

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to enjoy a unique experience among vineyards.

Exhibitor Profiles ARTEBACCHUS

SWITZERLAND

Neugutstrasse 52, Dübendorf Zürich 8132

BADIA A COLTIBUONO

ITALY

Località Badia a Coltibuono - Gaiole in Chianti 53013

Mr Tomas Voltz - E. marketing@factadvertising.ch

Ms Patrizia Trazzi - E. trazzi@coltibuono.com

www.artebacchus.ch

www.coltibuono.com

Expand your enotourism with the ArteBacchus Audioguide for your winery. Users load the app onto their own

Badia a Coltibuono (which means Abbey of the Good Harvest) is a wine resort dating back to the middle of the eleventh

smartphones, select your winery and follow your tour in the language they have chosen. The app currently runs in 10

century and is located in the heart of Chianti - Tuscany. Our guests can stay in the former monk’s cells, transformed

languages. You can do tours of your winery with visitors speaking different languages: Some will listen to your voice;

into comfortable and elegant bedrooms or in the apartments overlooking the XVII century courtyard or the garden. A

others will follow you with the audio guide. No internet connection is needed once the visitors have arrived at your

beautiful Italian style garden and a pool assure a relaxing holiday. We organize guided tours of the abbey, tasting of our

winery.

own produced organic wines and olive oils, cooking classes, weddings, corporate meetings and private events. A few steps away our restaurant is a must for anyone willing to savour the true aroma and flavours of the Tuscan cuisine.

You have a museum? Then tell personal stories about the exhibited objects. You have a big sales area? When things

Silence, tranquillity and privacy make Badia a Coltibuono the ultimate destination for the most demanding travellers.

are really busy in the sales area your visitors can hear your product descriptions and get enthused about your wines. You determine the languages of your audio guide and either give us finished audio files or you give us written text and we take care of everything - from translation to professional sound recording.

GLASS OF BUBBLY

LA RAIA

ITALY

Strada Monterotondo Nr. 79 Novi Ligure, Piemonte 15067

Mr Christopher Walkey - E. christopher@glassofbubbly.com

Ms Irene Ferrari - E. irene.ferrari@la-raia.it

www.glassofbubbly.com

www.la-raia.it

Glass of Bubbly is an internationally read bi-monthly Champagne & Sparkling Wine magazine, it also has one of the

Within the biodynamic estate La Raia there are several farmsteads that date back to the XIX century. Borgo Merlassino

busiest websites dedicated to this wine sector and one of the largest social media audiences.

has been wisely restored to represent the fascinating example of our concept of living with and within nature. It is located in a privileged position: on one side the biodynamic vineyards and on the other the woods, facing a breath taking panorama of the valley in front. Nowadays Borgo Merlassino opens to its guests the doors of four apartments named after the organic honey varieties we produce. From Borgo Merlassino you can follow a path cut through vineyards and fields, reaching La Raia’s cellar, where you will

#iwinetc

2016

have the chance of tasting our Gavi and Barbera Demeter certified wines, paired with other local specialities.

Important Note: The Wine Tourism Workshop Programme is strictly open to registered workshop participants only. The Wine Tourism Workshop will take place in the Hotel Barcelona Golf in Room Tarragona on the 7th April

WINE TOURISM WORKSHOP Participating Wine Tourism Providers

Information for registered providers

Thursday 7 April 08.30 Arrive and Set up Workshop Table

12.50 – 13.05 Business appointment 11

09.00 – 09.15 Business appointment 1

13.10 – 13.25 Business appointment 12

09.20 – 09.35 Business appointment 2

13.30 – 14.55 Lunch in the Xarel.lo Restaurant

09.40 – 09.55 Business appointment 3

15.00 – 15.15 Business appointment 13

10.00 – 10.15 Business appointment 4

15.20 – 15.35 Business appointment 14

10.20 – 10.35 Business appointment 5

15.40 – 15.55 Business appointment 15

10.40 – 10.55 Business appointment 6

16.00 – 16.15 Business appointment 16

11.00 – 11.25 Refreshment break

16.20 – 16.35 Business appointment 17

11.30 – 11.45 Business appointment 7

16.40 – 16.55 Business appointment 18

11.50 – 12.05 Business appointment 8

17.00

Workshop Ends

12.10 – 12.25 Business appointment 9

Agents depart for Fam Trips

12.30 – 12.45 Business appointment 10

Information for registered tour operators and travel agents only

2016

Breakfast in the hotel & check out. Leave your luggage in the room allocated and as instructed by the organisers and/or hotel reception. 08.30 Meeting and Q/A in the Anoia Room

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07.30 - 08.30

Table Nº 1

Table Nº 2

Table Nº 3

Table Nº 14

Table Nº 15

Table Nº 16

Table Nº 4

Table Nº 5

Table Nº 6

Table Nº 17

Table Nº 18

Table Nº 19

Table Nº 7

Table Nº 8

Table Nº 9

Table Nº 20

Table Nº 21

Table Nº 22

Table Nº 10

Table Nº 11

Table Nº 12

Table Nº 23

Table Nº 24

Table Nº 25

Torres

Odysseia-In & Via Vino

2016

SOL-V.I.P.TRAVEL

Barcelona Province Tourist Board

MTV Puglia

Bodega Otazu

Taste Hungary

Grupo Freixenet

Finca Viladellops

Blai Limousines

HOTEL DOLCE SITGES

Wine Roads of Greece

Mas Blanch I Jove

Tempo Tourism Services

VINSEUM

Codorníu

Taste Georgia

enoturisme PENEDES

ROMOTUR,DMC

Castellroig

Grupo Matarromera

Vin en Vacances

VINITUR

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Catalan Tourist Board

Table Nº 26

Table Nº 27

Table Nº 28

Table Nº 29

Table Nº 30

Table Nº 31

Table Nº 32

Table Nº 33

Table Nº 34

Table Nº 35

Table Nº 36

Table Nº 37

Table Nº 38

Table Nº 39

Castilla Termal

Tenuta di Artimino

Badia a Coltibuono

2016

Gramona

Paesaggio Sicilia

Enoturisme DO Alella

NaturalWalks

Tannin Trail

Terres de l’Ebre

Vino Vistas

Cava & Hotel Mas Tinell