Mariannick Garel
Director of Communications, PR and Wine Tourism at Bodegas Luis Cañas
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“Technology is not an end in itself, but a way to achieve our goals”
Digitalization is an unstoppable phenomenon that has transformed all sorts of sectors, and the world of wine is no exception. However, for companies with such a deep heritage as Bodegas Luis Cañas, the key is not in adopting technology for its own sake, but in how it can be integrated to improve processes and experiences without compromising the values that define them.
The winery stands out for its unwavering effort with tradition and respect for the family history that has guided its work over the years. “We have a strong commitment to quality and our region,” comments Mariannick Garel, Director of Communications, PR and Wine Tourism at Bodegas Luis Cañas. “Our differentiation lies in our connection with the environmental and social surroundings,” she adds, as well as ”our intention to maintain the cohesion of the territory.”
But how to ensure that products retain their authenticity in the midst of digitalization? “Technological tools do not affect our essence. They are a mere means, not an end,” explains the winery’s Communication team. “We must have our sights set on our objectives and values and choose those solutions that help us achieve them,” they assure.
Digitalization has been greeted with special caution at the winery. “The risk we were most concerned about was losing the human link with the user,” confesses Mariannick Garel. The introduction of a booking platform “has been a major change, but we have made sure that this new channel maintains the closeness with the visitor,” assures the Communication Director. “Two companies that have the same platform can make completely different use of it,” she adds.
At Bodegas Luis Cañas, digitalization has made it possible to modify traditional processes, streamlining key areas without interfering with the physical and sensory experience of the wine. “Although at first there was some fear of change, over time the team has become aware of the benefits of technology,” says Garel.
Among them, obtaining an asset that in the industry is invaluable: end-customer data. “It’s vital in a context like ours, where the product goes through many intermediaries before reaching the end consumer. Having this data gives us a unique opportunity to get to know our customers better and optimize future communication strategies,” says Garel.
Bodegas Luis Cañas has managed to integrate technology in a balanced way, maintaining its values and adapting to the new times without sacrificing quality or familiarity with its customers. They have started with key areas such as finance, management, production and wine tourism, but the process is far from over. “We are with all fronts open,” they explain, noting that digital transformation is a work in constant evolution.