Almost a month after the celebration of the fifth edition of the Wine Innovation Week, the wine sector continues to value many of the reflections, experiences and learnings shared during days that placed artificial intelligence, digitization and technological innovation at the center of the sectorial debate.

In this context, Eloi Montcada, Cluster Manager of INNOVI, shares in an interview for Wineimprove, partner of INNOVI, his vision on how these technologies can contribute to transforming the wine value chain and help companies to be more competitive, efficient and prepared to face current and future challenges.

As Montcada points out, digitization can no longer be understood as a mid-term option, but as a present necessity. The incorporation of technologies such as sensors, automation, robotization and artificial intelligence is increasingly relevant to optimize processes, improve decision-making and adapt to a more demanding and changing environment.

One of the highlights is the potential of data intelligence to better understand the market and anticipate consumer trends. The collection, management and analysis of data allows wineries to get to know their consumers better, detect commercial opportunities, follow the evolution of their products at the points of sale and also obtain relevant information on the behavior of the market and the competition. All of this facilitates more informed decisions in both the commercial and strategic areas.

The interview also highlights that, although there are still barriers to the adoption of new technologies, these are increasingly acceptable. Beyond the financial investment, one of the main challenges is knowing which solution to choose in a context in which the technological offer is very wide and evolves very quickly. For this reason, it is particularly necessary to have spaces for orientation, transfer and connection between companies, technology suppliers, research centers and institutions.

Regarding specific applications, Eloi Montcada emphasizes that AI and digitization can generate competitive advantages in all areas of the value chain. In viticulture, tools already exist to improve the precise application of treatments, detect incidences in the field or predict the quality and quantity of the harvest. In the winery, the digitization of management systems and sensors allow processes to be optimized and efficiency improved, with tangible impacts also in terms of saving resources. In the commercial and sales field, the possibilities are equally wide, from the generation of content to the analysis of reputation and perception of the product in the digital environment.

Another of the key messages conveyed by Montcada is that innovation is not at odds with the sector's identity. Quite the opposite: the incorporation of new technologies can coexist perfectly with traditional values, the link with the territory and the quality of the product. Innovating does not mean losing essence, but having new tools to continue to advance and strengthen the sector's competitiveness without renouncing what makes it unique.

From INNOVI, this transformation is understood from a collaborative perspective. Promoting shared projects, identifying real business challenges and connecting them with technological solutions and expert knowledge is one of the most effective ways to accelerate innovation and make it reach in a useful and applied way throughout the value chain.

The fifth edition of the Wine Innovation Week has once again demonstrated that the wine sector is immersed in a process of constant evolution, with outstanding advances in sustainability, digitalisation, new products and new services. A path that opens up new opportunities for the sector as a whole and that reaffirms the importance of continuing to bet on innovation as a competitive tool.

Access the interview with Eloi Montcada, INNOVI Cluster Manager at this link: https://www.wineimprove.net/entrevista-eloi-montcada-ia/