The Takeoff of Our Public Relations, Marketing, and International Events Department
This year, our Public Relations, Marketing, and International Events Department has taken a giant leap, turning a dream into reality. A dream that began in 2016 when we identified the growing needs of some of our clients in this crucial area for international promotion in the wine sector.
It all started with the vision of our CEO, Rafael Jávega de Isla, and the initial work of a team since 2016, but it was truly in 2023 when the department took off. Initially, Ana Villalba and Luis Montejano led the way with concrete actions, effectively shaping the business model and defining the real value of our service.
Among the key achievements in 2023, five major reverse trade missions stood out:
- One involving importers from Brazil, Asia (South Korea, Taiwan, Singapore, Japan), and the United States in Ribera del Duero, organized for ASEBOR, the Association of Wineries of Ribera del Duero.
- Another reverse trade mission with key influencers from the United Kingdom, the United States, and Canada to celebrate the 100th anniversary of Bodegas Perelada.
- A reverse trade mission from the United Kingdom with ASBER, the Association of Rueda Wine Producers.
- The organization of a reverse trade mission for DO Toro, bringing in importers from the United States.
Thus, 2023 confirmed that the project had gained enough strength and foundation to become the most strategic business area for our company, Exitalia.
People and Transformation: The Keys to Our Success
People and transformation are key elements in our company. Along with talent acquisition and a well-defined human resources strategy, they have been the pillars that turned this dream into what this department is today.
For this reason, we are confident that the arrival of Yevheniia (Eugenia in Spanish) Tovstyk and Melisa Agamennoni at the beginning of 2024 marks a turning point. Their addition has brought even more experience, quality, and passion to the execution of events and public relations strategies in the international wine industry.
A dream or idea can only be transformed into reality when it evolves alongside talented individuals, strategy, vision, and an immense passion for achieving great things. That is how dreams are built: with talent and strategy.
Key Moments in 2024: The Events
One of the most significant milestones was:
The first Somm Camp in Spain, organized in Ribera del Duero in collaboration with The Tasting Panel and Somm Journal, our partners in the United States. This event was a true success, bringing together 11 Master Sommeliers and purchasing managers from prestigious North American restaurants, hotel chains, and resorts. Everything was organized 100% from our department in Albacete.
In addition, four other key events stood out:
- Reverse trade mission of Mexican importers in DO Toro: This was the first mission of the year, and it turned out to be a great success! Both the wineries of the Denomination of Origin and the importers found immense value in it. It demonstrated the benefits of such an event—helping wineries build relationships with importers who will facilitate the sale of their wines in Mexico and allowing importers to gain a deeper understanding of the wines from their place of origin, leading to stronger commercial relationships.
- Reverse trade mission of Japanese importers in Ribera del Duero: This event was an exciting challenge that we eagerly embraced, overcoming cultural and linguistic barriers while exploring opportunities to better position Spanish wines in Japan. This is a market with great potential, yet much remains to be done.
- Showroom with masterclasses for ASEBOR in London: This event was designed to tackle the complexities of the British market in a climate of uncertainty. It proved to be a valuable opportunity to connect with key importers and wine influencers.
- Product presentation for influencers and importers at a high-end restaurant in London: In today’s competitive market, attention to detail is more important than ever. The opportunity to present a product in an environment that aligns with the winery’s brand value, in the presence of key influencers and importers, is simply unmatched.
Challenges as a Driving Force
At Exitalia, we embrace challenges as opportunities to learn, innovate, and break barriers. In an industry facing historic challenges—perhaps comparable to the days of phylloxera—our commitment is to be part of the solutions, not the excuses.
Thank You to Our Clients
None of this would be possible without the trust and support of our clients. To them, our sincerest gratitude for allowing us to grow together, face challenges, and continue building a path of shared success.
With renewed energy and ambitious goals ahead, Exitalia remains steadfast in its mission: to guide our clients toward new opportunities. View Exitalia Clients
