The transformation of the wine sector is a reality, and all the links in its value chain must seek tools to adapt to the new landscape. To facilitate this adaptation, the Association of the Wine Auxiliary Industry, which includes Tonelería Murúa, has organized the second edition of “Strengthening the Wine Value Chain.” This learning and reflection space will take place on May 30 and 31 at Riojaforum.
Elena Ceca, CEO of Tonelería Murúa and current president of the Association of the Wine Auxiliary Industry, firmly believes in creating spaces like these forums, as “the sector is undergoing a profound transformation.” She attributes this shift to several factors, including “changes in consumer preferences, major technological advances, climate change, packaging innovation, and significant regulatory and government policies.”
For this reason, Elena Ceca emphasizes the importance of “bringing together companies within the value chain to debate, collaborate, and innovate.” Innovation, in particular, aims to be a cornerstone of this gathering, with the goal of finding new solutions to the challenges facing the sector.
Learning and Reflection
With this reality on the table, this event, sponsored by the Government of La Rioja, ADER, and CaixaBank, aims to be a space for learning and reflection. To achieve this, the organizers have designed a program that promotes learning through keynote lectures and reflection through roundtable discussions on topics relevant to every link in the wine value chain. The goal is to reach 150 participants.
Additionally, this collective reflection aims to be applied in practice. The event organizers plan to schedule meetings between wineries, winemakers, and executives from various denominations of origin to collaborate individually, visit wineries, and exchange knowledge. Companies interested in participating in this exchange can find all the necessary information on www.auxrioja.com.
Another key objective of the organizers is to ensure that the conclusions from the discussions translate into actionable outcomes. The insights gathered will help shape strategies and actions for a more sustainable, innovative, and competitive wine industry.
Program
For this second edition, the event has expanded to two days. On May 30, the agenda will feature two keynote lectures and two roundtable discussions. The session will conclude with an international wine tasting, pre-scheduled bilateral meetings, and visits to companies within the Association of the Wine Auxiliary Industry, along with technical implementations at wineries or third-party companies.
On May 31, the program will focus on visits to companies in the Wine Auxiliary Industry or technical implementations in wineries or other businesses.
The full program is available on the website www.auxrioja.com.
Association of the Wine Auxiliary Industry
The Association of the Wine Auxiliary Industry, integrated into the FER, was founded with the goal of becoming a benchmark business entity with its own identity and promoting a Rioja quality seal to ensure the competitiveness of its companies.
The association represents 29 companies, employing 1,170 workers and generating a business volume of approximately €215 million.
The organization aims to represent all sectors of the wine auxiliary value chain, including capsule manufacturers, cooperages, tanks, machinery and equipment, packaging and labeling, applied chemical industries, software and digitalization, water management, and environmental services related to wine production. The association is committed to defending the interests of its members, representing and promoting their companies, with the goal of achieving excellence in the sector.
