STRATEGIC AND TECHNOLOGICAL ALLIANCE IN THE WINE SECTOR
The Spanish Wine Federation (FEV) has released the results of its latest update on the sector's digital maturity, highlighting a significant leap in the adoption of new technologies by wineries. In this context of modernization, key to boosting commercial competitiveness, AgroBank has officially joined the FEV. Digitalisation and Wine Hub of the FEV, consolidating an alliance that seeks to provide Spanish wineries with innovative tools to face the challenges of the global market.
Digitalization is becoming a non-negotiable element in the strategy of Spanish wine companies. This is according to the latest survey on “Digitalization and Use of Technologies in the Spanish Wine Sector”a biennial barometer powered by the Spanish Wine Federation (FEV) since 2020.
The data paints a very positive picture regarding technological penetration: the importance of applying new technologies reaches an average rating of 4,70 5 on (surpassing the 4,56 recorded in the 2024 report). Even more revealing is that the 56,6% of the wineries surveyed recognizes that technological modernization is already an integral part of its strategic priorities, which represents a remarkable jump of more than 12 points compared to the previous study.
Challenges and areas for improvement in business management
Despite the optimism, the wine industry continues to face significant structural challenges in consolidating this technological advancement. While half of the wineries already have specialized in-house staff and a 15,1% have opted for outsourcing In these services, asymmetries arising from company size persist.
Among the main obstacles to technological adoption are the significant investment required, indicated by a 57% of companies, and the lack of technical profiles specialized, a problem that affects 55% of the sector.
The report also details how this modernization is distributed within companies. Currently, technological adoption is leading in areas such as... administration and merchandising —basic pillars for expansion and foreign business—, while ample room for improvement is detected in the direct management and vineyard handlingFurthermore, there is a strong emerging corporate interest in the implementation of the Artificial Intelligence, the integrated data management, the ciberseguridad and digital marketing.
AgroBank joins the Digitalization Hub
To address these demands, the presentation of the survey has served as a platform to formalize the entry of AgroBank , the stakeholder at the Steering Committee of the Digitalization and Wine HubA working group designed by the FEV to accelerate the digital transformation of the sector. During the meeting, the financial institution presented its innovative program to the members. AgroBank Tech Digital INNovation.
This membership deepens a relationship that began in 2017 and reinforces a shared commitment to strengthening the sustainability, innovation and competitiveness of the wineries. In this regard, Carlos Seara, Business Director of AgroBank, has highlighted the entity's cross-cutting approach: "Innovation is one of AgroBank's strategic pillars for our value proposition in the agri-food sector. Our mission is to bring innovation and technology to all our clients, regardless of their size or level of digital maturity, so that they can face the challenges of competitiveness, sustainability, and profitability with greater confidence."Seara added that joining the Hub is an opportunity to contribute to the development of a network "more innovative and future-proof".
For his part, the head of Digitalization at FEV highlighted the value of these strategic synergies: "This reinforces our goal of providing useful digital solutions tailored to the real needs of wineries, always with top-tier partners along the way. Digitalization is now a key driver of competitiveness in the sector, and these kinds of partnerships allow us to continue supporting companies in this process.".
With the roadmap outlined by this new analysis of the sector, the Digitization Hub will adjust its upcoming initiatives — such as the development of the advisory tool WINEXT, as well as various training and technical dissemination programs— to ensure that Spanish wineries are fully equipped to face the technological and commercial challenges of the present.
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