La Palma will host the first International Wine Marketing Workshop on 12 and 13 November, marking the first international conference dedicated to wine marketing in the Canary Islands. The event will take place at the Volcán San Antonio Visitor Centre in Fuencaliente, bringing together researchers, specialists, and professionals from the wine and tourism sectors to discuss ways to enhance the commercial positioning of wine through effective communication, consumer understanding, territorial identity, and responsible tourism.
Under the theme “Wine Marketing: Sustainability and Responsible Tourism,” the conference will tackle a key challenge in the wine industry: conveying the quality and uniqueness of products to the market. Beyond cultivation and production processes, sessions will focus on brand construction, factors influencing purchasing decisions, and how origin, history, and landscape can serve as points of differentiation and commercial value.
Organised by the Neuromarketing and Frontier Marketing Research Group at the University of La Laguna, along with the Islas Canarias Chair of Sustainable Tourism and Data Intelligence, the workshop has received support from various academic institutions and entities linked to the wine industry. It aims to bridge the gap between research and the practical needs of wineries, wine denominations, distributors, restaurant professionals, and tourism agents, fostering knowledge exchange and experience sharing.
A central theme of the workshop is the interdependence of wine and territory. The characteristics of a region—including grape varieties, landscapes, and traditions—help shape the identity of its wines. At the same time, these wines act as ambassadors for their origins, creating opportunities to showcase destinations through culinary experiences and wine tourism.
La Palma’s rich wine tradition, distinctive volcanic vineyards, and heritage varieties such as malvasía exemplify the connection between product identity and territorial image. Holding the congress in Fuencaliente will also provide insights into local viticultural practices.
The event will kick off on Thursday, 12 November, at 9:30 am, featuring an inaugural ceremony with participation from local dignitaries, including Fuencaliente’s mayor, Gregorio Clemente Alonso Méndez, and key representatives from the University of La Laguna, the Regulatory Council of Wines of La Palma, and the Government of the Canary Islands.
Over the two days, attendees can expect a blend of presentations from national and international experts, scientific communications, discussion panels, and wine tourism experiences. These sessions will address primary challenges in wine marketing, including market analysis, consumer behaviour, branding strategies, and communication tactics.
Speakers include Rafael del Rey, a wine market analyst discussing market knowledge, Ivan Acebes from Bodegas Menade sharing sustainability experiences, and David de Yzaguirre, who will focus on the relationship between tradition and branding during the closing address.
Topics covered will include brand building linked to origin, the emotional and sensory experiences influencing consumers, the role of sustainability in commercial differentiation, and the opportunities presented by wine tourism. The conference will also reflect on the role of women in the wine sector.
In addition to academic sessions, the programme features visits to local wineries and vineyards in Fuencaliente, along with tasting experiences that connect conference content to La Palma’s viticultural landscape. These activities will highlight how landscape, tradition, and direct contact with producers can enhance brand value and visitor experience.
The International Wine Marketing Workshop will particularly focus on wine tourism’s potential to diversify the tourism offering and generate economic opportunities in rural areas. Wine-related experiences enable visitors to engage with local culture and traditions while enhancing the recognition of local products.
In the Canary Islands, unique volcanic soils, ancient vineyards, and a diverse array of traditional grape varieties serve as significant differentiators. The congress aims to identify effective ways to communicate these values, turning them into competitive advantages for wineries and destinations while incorporating sustainability and respect for the territory into this strategy.
The workshop stems from research conducted at the University of La Laguna focusing on wine marketing and consumer behaviour, exploring the impact of emotions, origin, and sensory experiences on wine product choices. This foundation supports an initiative to transfer scientific knowledge into practical applications in the sector.
With the ambition to continue and be itinerant, the International Wine Marketing Workshop plans to hold future editions across various islands, studying the unique aspects of each territory. La Palma thus launches a project that seeks to establish the Canary Islands as a reference point for research, knowledge, and innovation in wine marketing.
The congress is part of the University of Autumn of La Palma 2026 programme. Further details and participation information can be found at www.winemarketingworkshop.com.
