Miguel Díez De La Morena

Experience

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  Bodegas Brujidero

  Sept 1996 - Dec 1996

  Oenologist

  Grape harvest reception, quality and fermentation control. Analysis and monitoring of aging wines from previous seasons. In this winery I also did an internship during the 1995 harvest campaign.

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  Bodegas Mocén, S.A.

  Mar 1997 - May 1997

  Oenologist

  Bottling of young and aged wines. Barrel park maintenance.

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  Federación Española de Enología

  Jul 1997 - Feb 2007

  Manager

  Responsible for the organization and coordination of activities:- National Oenologist Congresses: Eight editions held in Mérida, Jerez de la Frontera, Pamplona, Santiago de Compostela, Bilbao, Valencia, Toledo and Sta. Cruz de Tenerife.- Monographic courses for oenologists: Six editions held in Valdepeñas, Valencia, Valladolid, Tarragona, Logroño, Jerez.- Wine tours: Nine technical trips to California, Australia, Chile, South Africa, Hungary, Porto, Austria, China, Argentina.- "Enólogos" magazine: Creation, programming, content management and maintenance of the portal and weekly newsletter of www.enologo.com (currently federacionenologia.com).- First International Itinerant Wine Contest “Tempranillos al Mundo”: Copenhagen, Cologne, Shanghai, Paris, Stockholm.- Union Internationale des Œenologues: Organization of the following meetings General Committee (Zaragoza, January 2000), General Assembly (Toledo, December 2001), General Assembly (Bordeaux, December 2002) and General Assembly (Ciudad Real, December 2005).- Attendance at fairs with own stand: Enomaq, Fenavin, Fervino. Show less

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  Cooperativa Vinícola Castillo de Consuegra

  Sept 1997 - Oct 1997

  Oenologist

  Harvest campaign: control of wine transfers, sulphite and supervision of cooling equipment.

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  Federación Empresarial de Castilla-La Mancha de Economía Social

  Dec 1997 - Apr 1998

  Documentalist

  Documentation work in the DIONISOS I Project, a study for the Spanish Federation of Oenologists that analyzed training adaptation needs for wine sector workers.

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  Viñedos y Bodegas Camino de la Venta

  Jan 2001 - now

  Business Development Manager

  Oenologist & Grape grower, responsible of the technical & commercial management of this small family winery dedicated to the production of high quality red wines, I carry out all the tasks starting in the vineyard and ending with the distribution of the final product.

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  Bodegas Joaquín Alonso

  Jan 2006 - Jan 2007

  Wine Consultant

  Advice during vintage, interpretation of analytics, tastings and recommendation of aging.

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  Enopassión

  Feb 2007 - Mar 2022

  Technical specialist

  As the only employee at the beginning of the company activity, I initially assumed the whole organization and coordination of all kind of wine events. My responsibilities were adapted to the growth of the company. In addition to those already described individually on this page, it is worth highlighting:• Horeca Wine & Spirits: new space integrated into the HIP – Horeca Professional Expo fair.Ifema - MadridCommercial management of exhibitors.Participation with a stand in the Magnum Wine contest.www.expohip.com• Magnum Wine - International Wine Contest:MadridFull management of the 2022 edition.www.enopassion.com/magnumwine• Designation of Origin Wines of Navarra. Development of promotion activities for the Regulatory Board during 2008 to 2010:“Enoteca de Navarra” (Intervin – Alimentaria), Madrid Fusión and Boston Wine Expo, “Vive Las Verduras” congress in Pamplona, "Lo Mejor de la Gastronomía" congress in Donostia.www.navarrawine.com• Fenavin:Ciudad RealResponsible from the beginning of the fair until 2009 for the implementation of the Wine Gallery.Organization of technical, educational and company tastings.Collaboration in the organization of technical seminars.www.fenavin.com• Enofestival (Festival of Independent Music and Wine Culture held between 2012 and 2018):Círculo Bellas Artes - MadridResponsible for the coordination and development of tastings.Implementation of digital marketing campaign.www.enofestival.com• España Original – Sabor Original Gallery 2006 & 2008: National Trade Fair for Designation of Origin and Other Quality Agri-food Products (Ciudad Real, 2006 to 2012). Management, recruitment of exhibiting companies and logistics of the "Sabor Original" Gallery. https://bit.ly/3UTdgpw Show less

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  La Gaceta del Vino

  Mar 2007 - Mar 2022

  Editorial staff

  Since 2007 as El Correo del Vino and later in 2019 as La Gaceta del Vino, I carried out tasks that included:- Digitization and maintenance of databases.- Weekly newsletter.- Content and advertising management.

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  World Bulk Wine Exhibition

  Jan 2008 - Mar 2022

  Business Development / Commercial Management

  Responsible for management, logistics, production, PR and commercial (southern hemisphere exhibitors: South America, South Africa and New Zealand).A unique fair of its kind, it has changed the global calendar of bulk wine trade (40% in volume and 10% in value of world wine exports). I managed 30% of the exhibitors, generating an average income of €264k and getting more than half of my clients to participate in 60% of the editions. The objective of consolidating the fair was thus met (current participation: 260 exhibitors from 20 countries / 6K visitors).Development of the "International Bulk Wine Competition". Full management of 9 editions: 2013 to 2021. International wine competition the day before the World Bulk Wine Exhibition fair. In 2019 I assumed responsibility for international marketing, increasing participation by 33% compared to the previous edition. I designed and implemented a computerized scoring system that provided the visiting public with complete information on award-winning wines, substantially optimizing their visit.Full management of the “Argentina Wine Business Trip” activity carried out in Mendoza (Argentina) for ProMendoza and the Federal Investment Council of Argentina. Reverse commercial mission developed in September 2019 with the participation of 28 buyers of 14 nationalities and 94 Argentine wineries.Full management of the "Argentina Wine Business Trip", reverse trade mission developed in Mendoza (Argentina) for ProMendoza and the Federal Investment Council of Argentina. This action took place in September 2019 with the participation of 28 buyers of 14 nationalities and 94 Mendoza wineries. Link: https://bit.ly/3QixmHr Show less

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  Enofusión

  Jan 2011 - Jan 2020

  Tastings Program Coordinator

  Responsible for tastings program (140+).Management of exhibition samples (data processing, orders, technical sheets,...).Supplier logistics.Implementation of digital marketing campaign.Public relations.

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  World Olive Oil Exhibition

  Apr 2012 - Mar 2019

  Technical specialist

  Supplier logistics before and during the fair.Coordination of tastings.Management of samples on display (data processing, ordering of samples, fact sheets...).Implementation of digital marketing campaign.Updating and improvements of the web.Commercial management for South Africa.www.oliveoilexhibition.com

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  Sélections Mondiales des Vins Canada

  Nov 2019 - Dec 2020

  IT Development & Promotion

  Enopassion, S.L. is partner of the international wine competition Sélections Mondiales des Vins Canada. As such, it deals with its promotion, mainly in Spain & Portugal, and with the development of the application for voting and evaluating the samples

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  Bodega Cuatro Rayas

  Sept 2024 - Feb 2025

  Responsible for marketing of high-end wines

  Cuatro Rayas is the largest winery in the Rueda DO, managing more than 2,600 hectares of vineyards, although only the oldest vineyards in Valladolid and Segovia (21 hectares) are used for the high-end wines.These wines are the result of a research project to enhance the longevity of the Verdejo variety, preserving the winery's impressive viticultural heritage and the variety's identity. A careful selection of unique vineyards is used to produce Verdejos of the highest quality.High-end wines representative position was created to boost brand expansion and positioning in exclusive markets and required a combination of oenological knowledge, sales skills, and strategic focus.My work focused on marketing high-quality wines, managing customer relationships, and expanding the business into prestigious channels, ensuring recognition and growth in today's demanding and highly competitive environments.𝗗𝘂𝘁𝗶𝗲𝘀:• Design and execute marketing strategies focused on high-end wines.• Identify and develop new business opportunities.• Manage relationships with distributors, clients, sommeliers, and industry experts to strengthen the brand's presence.• Implement brand positioning initiatives.• Organize tastings and private events to create exclusive experiences and connections with the brand.• Collaborate with the winemaking team to thoroughly understand the wines and ensure effective communication about their stunning characteristics and attributes.𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:• Brand's presence expansion into the “haute cuisine” segment, with the introduction of top-tier wines in several one- and two-Michelin-starred restaurants.• Incorporation of the range into the wine list of an exclusive private club, consolidating its presence in a high-net-worth customer segment.• Development of strategic agreements with renowned sommeliers and chefs, achieving visibility and prestige for the winery. Show less