Auditorium – BWW HUB

A pioneering and innovative ecosystem at an international level in the drinks and wine sector, driven by excellence in its four pillars: university education, research, innovation, and entrepreneurship. It is a project that encompasses the entire value chain, with a cross-cutting vision of all drinks, interdisciplinary and open. From its locations in Vitoria and Laguardia-Rioja Alavesa, along with San Sebastián, it will contribute to the transformation of the wine and beverage sector, becoming a reference point.

Presenter: Juanjo Martínez CEO and founding member of CLUB CLAVE F&B

Speaker: Pepe Macías, Global F&B Manager at Iberostar and founding member of Club Clave de F&B.

In this presentation, Pepe Macias will present a detailed analysis of the economic impact of wine within hotel F&B, highlighting key figures and strategic opportunities for both hotel chains and wineries.

CLUB CLAVE F&B participants:

• Pepe Macías, Global F&B Iberostar.
• Carlos Teruel, F&B Corporate at Pierre Vacances.
• José Romero, F&B Corporate at Meliá.
• Javier Bello, F&B Corporate at Accor Hoteles.
• Ignacio Bernaldo, Director of Operations atLopesan.

ModeraTor:

• José Luis Mejias. Founding member and ambassador of CLUB CLAVE F&B

Topics to be addressed:

• Decisive factors for including a wine on a hotel menu.
• Economic benefits for wineries by positioning themselves in the hotel offering.
• Contribution of the hotel sector to the tourist promotion of wine-growing areas.
• Data and conclusions obtained through studies carried out by the Club Clave de F&B.

We want to let you know that we are Vinyataires Lliures, producers of wine by hand with our own grapes. Who we are, what unites us and what has led us to establish ourselves as a Guild.

We will present ourselves with a video, we will explain our concerns and claims with the Gremi’s manifesto and we will tell you about our experiences in the first person.We will hold a round table with the participation of several members of the guild.

Consumers are increasingly drinking wine by the glass rather than whole bottles. This is due to health and economic factors, but also to the search for quality over quantity. How can a professional deal with this, in order to achieve the client's objective by offering the highest quality of service and maximising costs?

CEOs and executives of large wineries face an increasingly challenging reality: a structural decline in demand, climate change, cost pressures, and tougher competition.

In this uncertain context, investing in data and analytics has become an imperative for industry leaders to optimize their business strategies and ensure the long-term survival of their companies.

Industries such as aviation, hospitality, and retail joined the data revolution more than 50 years ago.

Today, this transformation has finally reached the wine industry, bringing unprecedented opportunities and a renewed wave of optimism.

The climate crisis presents significant challenges for producers and winemakers. In this context, water stands out as perhaps the most crucial resource—not only because plant survival depends on it but also because it's essential throughout the wine production process. This panel will explore water usage and management from a global perspective, highlight the most effective tools, and discuss the various scenarios the industry will need to navigate in the near future.