Dèlia Perpiñà takes part in Wine Innovation Week to highlight innovation in the wine sector

Wine Innovation Week (WIW), organised by INNOVI, the Catalan Wine Cluster, has established itself as a benchmark event for innovation in the wine sector. In this edition, on the event's third and final day, Prodeca's director, Dèlia Perpiñà, played a prominent role, welcoming attendees and speaking on the round table "How to create innovative experiences and how to communicate them".

The final day of WIW 2025 focused on wine tourism and how to connect with the consumer.
We started at @vinsabadal, discovering their successful model and sharing thoughts at the round table on innovative experiences. pic.twitter.com/Dva6Z1gT3H

— INNOVI (@clusterinnovi) March 28, 2025

In her remarks Perpiñà highlighted the strategic role of innovation in the wine sector and the importance of creating experiences that connect with today's consumer on the basis of information and data analysis. "It is not just about gathering information but about knowing how to interpret it and turn it into strategic decisions that help us sell better, reach further and grow the sector. Data analysis lets us understand where the market is heading and how we can grow intelligently, especially in key segments such as sparkling wines and cava", she said. 

In her talk, Perpiñà highlighted key Prodeca initiatives for the internationalisation of Catalan wine, such as the CATALAN FOOD programme, online B2B meetings and training on digitalisation and artificial intelligence applied to the sector. She also highlighted the role of the strategic tools developed by Prodeca, such as the Agri-food Value Tool (EVA) i el Prodeca Export Test, developed to help companies analyse their export potential and improve their market strategies. 

As for the round table, moderated by Carles Gala, it featured Josep Serra, owner of Lavinyeta; Marta Membrives, head of wine tourism at Abadal and sommelier; Judith Cortina, co-director of Enoturista; and Beatriz Nubiola, coordinator of Catalonia, World Region of Gastronomy 2025. The speakers discussed how to create innovative, memorable wine tourism experiences, from integrating technology to the importance of authenticity and tradition.

One of the debate's key points was the need for wineries to see wine tourism as a direct sales strategy beyond the income from visits. This view strengthens the link between producer and consumer and improves wine marketing. In this context Perpiñà highlighted the "Benvinguts a Pagès" initiative, run by Prodeca, as a successful model connecting producers with the public through immersive, authentic experiences.

The round table also turned to how to communicate these experiences so they reach the target audience. The impact of social media, storytelling and the importance of visitor recommendations were highlighted. Prodeca's director stressed that innovation in marketing and wine tourism depends not only on digitalisation but also on creative strategies that connect with consumers' emotions.

With its participation in WIW, Prodeca reaffirms its commitment to the Catalan wine sector, providing tools and strategies to boost its competitiveness and internationalisation.