TO FACE THE CHALLENGES OF WINE,
WE MUST FIRST AND FOREMOST
Discard knowledge that it is no longer useful.
Build on new knowledge and contribute ideas that lead to change.
Take risks and experience wine as an adventure.
Strike a balance between the enormous potential of wine and its somewhat uneven recognition.
Look for representatives who have what it takes to introduce your wine into new markets and redefine it.
Constantly adapt to changing scenarios.
Maintain up-to-date, innovative and ever surprising news.
Be constantly at the forefront in every field.
Focus and lead.
Embody the extraordinary economic and cultural potential of wine.