The humanization of the winery as a brand

People can remember or not the brand of a winery, but they do not forget the winemarker who has explained his wine. From left to right: Fernando Coca from the Sierra Cabreras Winery, Andres Carull from the Vinessens Winery, David Carbonell from the Vins de Comtat Winery and Rafael Poveda from the Salvador Poveda Winery. /LBA

By Iza Święcicka

Not only the brands are the brands. They are also built by the people who are behind them. “You can tell a lot about how a winery works by the people who run it. As a particular winemaker can say a lot about the wines which are made in it. So the people, who make the wine, are also brands,” Noel Carrión, director of the Master in Social Networking at the University of Alicante, says.

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E-commerce in the winery

The different technological solutions of access to online stores, facilitate wine e-commerce / Conecom.es (edited)

The different technological solutions of access to online stores, facilitate wine e-commerce / Conecom.es (edited)

By Iza Święcicka

To Noel Carrion, director of the Master Community Management and Social Media Directors, the issue of e-commerce is essential for a winery, because a producer can not be only limited by the distributor, but according to a report of the Spanish Wine Market Observatory (OEMV), in the year 2012 in Spain only 38 percent of the wineries sold their wines on line. “I do not understand why a winery does not have an online store. It is normal that an intermediary buys wines from wineries and he sells them online, but it should be fundamental for the winery to offer this service on their website for those who know their product, but they do not know the intermediary”, the professor says.

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The website of the winery is its business card

Images from the main web page of some wineries in Alicante. /LBA

Images from the main web page of some wineries in Alicante. /LBA

By Iza Święcicka

The center of the whole marketing strategy of a company on the Internet, in this case, of a winery, should start from its own website. The companies, which are only on the Internet for people to find information about them and their products, often have static websites. “On these pages, at the most you can have contact tools like forms to ask questions, consultation or suggestions. But the information, which they provide, basically is the same, because it is updated infrequently”, Begoña Ivars, professor at the Miguel Hernández University (UMH) and researcher on cyberspace, says.

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Monastrell as an oxidative variety, from myth to reality

The importance of carein the handling of the grape starts from vintage and must be present during the whole process of winemaking. /LBA

By Iza Święcicka

The critical myths of Monastrell collapse. The Monastrell grape is no more oxidized than other varieties. “We can read in many books that this variety is easily oxidized, but it is false”, Rafael Poveda, oenologist of Bodegas Salvador Poveda in Monóvar, says. “Monastrell becomes oxidized in the same way as other varieties. But for three or four centuries we have worked the Monastrell to make old and aged wines which oxidize quickly. The winemaker even caused oxidation to sell three year old wines as if they were ten years old”, the winemaker explains.

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Discovering Monastrell

La Bodega Alicantina Monastrell 01

By Iza Święcicka

The Monastrell variety is considered a native grape of Spanish Levante. And although it has its origin in the Mediterranean catchment area, its exact origin is unknown. “Mesopotamia is the cradle of the vine and from there the vine moved westward, but it is almost imposible to determine where the crossing of a wild vine with one, that could be named as the origin of the Monastrell happened,” Encarna Gómez Plaza, professor of Food Technology, Nutrition and Food Science at the University of Murcia, explains.

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The social winery, a strategy to revitalize the brand on the Internet (the case of Spain)

La Bodega Alicantina Bodega Social 01

By Iza Święcicka

A total of 10 out of the 38 wineries certified by Alicante Appelation Controlée in Spain had no active website in 2013. However, today, the presence of the Internet has become a must for businesses. “If we are not on the net, people even mistrust our existance”, Noel Carrión, director of the Masters in Community Management and Social Media Management, says. “Spain has been sleeping a technological nap because of the type of business which was being done here. There was a good network of contacts and someone could always help you. To sell a plot, construct a building or opt for a public competition, it did not force you to depend on technology “, Carrión says.

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The digital magazine La Bodega Alicantina opens a new section in English

Redaction

After The Bodega Alicantina received public feedback with the petition that our publishes articles in digital magazine be translated into English, we decided to open up a new annexe with articles in English, which could be the beginning of a future English version of our magazine, where our English spoken readers can enjoy updates on wines in Alicante province.

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