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FENAVIN. Feria Nacional del Vino


FENAVIN 2017 Google, Alibaba, Uvinum and DHL will be putting forward the advantages of exporting through the Internet

The Official Regional School of Enology will be organizing this lecture in which the main actors of the industry will be commenting the opportunities to be found in electronic commerce


May 2017

-. Digital internationalization of the wine business will be one of the main topics that will be undertaken at FENAVIN 2017. More specifically, the Official Regional School of Enologists of Castilla-La Mancha is organizing a round table with the main actors of the industry, Google, Alibaba, Uvinum and DHL, who will all come together to debate on the opportunities and key aspects involved for exporting through the Internet. A round table that will take place on May 10th at 1.00 pm in the Auditorium. 


Adolfo Fernández, Business Development Manager in Spain and Portugal for Google, along with Dori López, Manager of the consultancy Consultoría Innova, Fernando Aparicio from Alibaba.com Global Service Partner, Miguel Ruescas Lozano, Dean of the Official School of Enology of Castilla-La Mancha, Nico Bour, member of www.uvinum.com and Nicolás Mouze, Director of Marketing and Sales for DHL Express will all be in charge of putting forward how “these new technologies will allow us to access new markets with our products in a way that is faster and more secure than how we have been doing it to date”, comments Ruescas, in reference to agri-food companies, in particular wine growing companies. 


The fact is that according to that outlined by Nicolás Mouze, international E-Commerce represents an opportunity for exporting and for reaching millions of consumers. E-Commerce allows any small and medium sized company to access international markets and make themselves known by way of their website and the marketplaces. “International E-Commerce is set to increase 25% a year up until the year 2020 and it offers many opportunities for international growth. It also requires more preparation, because accessing international markets requires greater knowledge of the consumers and of the markets of destination, where the international commerce rules are applied”.  


Training in companies is a point in which Dori López insists, as in her opinion, it is very important to know all the focal points that make up part of a digital internationalization process (selection of adequate marketplaces, strategy, price, product, distribution, etc.), and define a clear and concise strategy for starting-up. That is to say, one must take the previous steps for necessary analysis prior to starting anything up, as this can make the difference in a successful project. 


On his part, Fernando Aparicio, who will be talking about the Marketplace Alibaba.com as a main global B2B channel (Business to Business) for the wine industry, considers that on-line commercialization has many advantages, although it must be considered as a complementary channel to traditional exporting. To which he adds that the wine growing sector is one of the industries with the greatest potential within the marketplace to which he makes reference. 


Among the advantages of on-line exporting, they point out the direct access that is obtained to international markets that could be B2B, that is to say, directly to distributors or importers who are looking to find and buy wines directly from the winery, or B2C, direct access to the final consumers through the website. “Thus the reason why many exporter companies have decided to open an on-line commercialization channel that will allow them to access new markets at a limited cost, directly communicating with the final consumer and creating a brand and differentiating their product and gradually developing a new source of income”, Mouze explains. 

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"Participantes en la mesa redonda de e-commerce"

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