A day promoted by Grupo Rioja and Ramondin highlights the role of the human factor and the creation of value as axes of the success of the denomination
‘The new era of an eternal legacy’ is the motto of the day organized by Rioja Group within the framework of its annual general assembly with the collaboration of Ramondin. This title symbolizes the spirit with which the Association of a historical year faces, reflects on the challenges of the wine sector and reaffirms the values that have built the legacy of Rioja.
Íñigo Torris, Grupo Rioja manager, explained that this edition has put the focus on the human factor when being held in a context marked by the centenary of the denomination of qualified origin Rioja and the institutional renewal in the sector with the update of the interprofessional organization, of the Regulatory Council and the change in the presidency of the association itself, with Raquel Pérez Cuevas replacing Fernando Salamero after his retirement.
During the inauguration, José Miguel Munilla, CEO of Grupo Ramondin, stressed that the future of the wine sector depends on focusing on the value and brand. He stressed the need to reinvent themselves learning from those who have exceeded similar crises, and stressed that Rioja's great challenge is to generate value in a saturated global market, emphasizing that competing only with low prices is not sustainable. "In times of crisis, the fundamental thing is to bet on the value”He said.
The day stressed that, to strengthen Rioja's international position in the face of changes in consumption and global challenges, collective leadership, innovation and strategic vision are key, promoting an approach based on rigorous analysis, shared solutions and adaptive leadership.
The journalist and viticultural communication specialist Javier Pascual Corral, founder of La Prensa del Rioja, stressed that the centenary of Doc Rioja is an opportunity to assess the role of human capital, which has guided the quality and prestige of its wines throughout five generations. He stressed the importance of emotional intelligence against artificial intelligence, highlighting how Rioja has built a model of exemplary cooperation and coexistence, generating wealth for the region and becoming a reference for other wine areas.
Next, Gabriela Salinas, general director of Brand Finance Institute, presented a presentation entitled ‘The value of the Rioja brand’, where he stressed that in a globalized market authenticity is key to differentiating. He pointed out that Rioja must reinforce his reputation as a guarantee of quality and origin, improving his communication as a denomination of origin. He proposed five strategies to enhance its value: increase investment in communication, balance branding and sales, build solid associations, investigate market perceptions and link actions to financial metrics. He stressed that the strategic plan of the Doc already works in digitalization, education, promotion, wine tourism and sustainability, concluding that a coherent and authentic collective brand such as Rioja generates value for the entire sector.
Leadership with Denomination of Origin
The day concluded with the intervention of Miguel Ángel Pérez Laguna, motivational speaker and founder of ‘humans in the office’. Under the title ‘Leading with a unique flavor: the art of leadership with denomination of origin’, provided an inspiring vision of authentic leadership, transformative communication and commitment of equipment in changing environments.
He stressed that this leadership is based on authenticity and solid values, such as a bottle of wine that reflects care and vision in each vintage. He stressed the importance of clear, empathic and transformative communication to express that genuine leadership.
As for motivation, he spoke of a realistic and energizing approach, aimed at each leader, from any role, can generate a significant impact. He presented managerial strategies to lead teams in diverse and demanding environments, especially in the digital age, emphasizing decision -making.
He also explained practical techniques to boost the emotional commitment of the team, transcending the simple obligation of "achieve"To achieve a real connection. Finally, he approached how to motivate, inspire and mobilize through a language that connects people in their day to day, thus joining the teams from the most everyday.
After the institutional closure, in which a tribute was paid to Fernando Salamero, who has presided over Rioja since 2015, the attendees enjoyed an international wines tasting and a lunch harmonized with wines of the Martínez-Zabala family.
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