Last Thursday, April 16, I had the privilege of attending the General Assembly of the Cava Institute and giving a presentation on Digital Marketing applied to the Cava Sector, at the end of said assembly. 
The Cava Institute is an organisation that brings together the main cava producers in Spain. Its members include companies from Catalonia, the Basque Country, Navarre and La Rioja. This prestigious organisation was founded in 1991 when the Designation of Origin "Cava" was created following Spain's incorporation into the European Union (1986), although its origins date back to the beginning of the 20th century in the form of small associations of producers.
Since its creation, the Cava Institute has defended the interests of its companies, regardless of their size, and has promoted cava culture both nationally and internationally.
During the General Assembly, the President of the entity, Magí Raventós (from Cavas Codorniu), explained the main figures of this sector and the evolution of cava sales in the various markets in which it is sold. The Manager of the Institute, María del Mar Torres, also spoke at the Assembly summarising the promotional activities that have been carried out during 2008 to promote cava in various European countries. Some of these actions are really brilliant and I am sure that they have contributed enormously to making this product known to new tutors and new consumers. The actions can be seen here: Promotional Activities of the Cava Institute
In the incomparable setting of the Cofradía del Cava (the location where the Assembly was held), and with a luxury audience (among other participants: the General Managers of the cava producing companies), I gave my presentation on Digital Marketing applied to the Cava Sector, and more specifically The 9 Techniques to Attract Visits to the Website of a cava producing company.
In this presentation, in addition to explaining the basic techniques for attracting traffic to a website, I focused primarily on the need to orient the website towards the company's customer, since while producers such as Codorniu and Freixenet orient their pages towards the end user and therefore stimulate demand for cava, smaller companies should focus on orienting the website towards obtaining a good distribution of their products in the main markets, as well as making their brand and products known to the general public. So my recommendation for small producers was to create an area on their websites aimed at attracting who are really their customers: intermediaries and distributors, especially that they orient it towards obtaining these distributors in all the countries where cava is consumed. Once this area of the page is created, then the 9 techniques to attract visits can begin to be applied.
The presentation that illustrated the talk can be downloaded here: Digital Marketing for cava producing companies.
