Pedro Ferrer
President
Ferrer Wines
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“Digitalization is a revolution that requires time and knowledge”
Wineries enjoy being artisanal companies, rooted in tradition and the heritage of the land they work. A philosophy that also shapes the origin of Ferrer Wines, whose cradle is in one of the oldest wineries in the wine sector in Spain, in the family estate La Freixeneda, founded in 1861. This firm was started by Pedro Ferrer Noguer when he acquired four emblematic wineries belonging to the Freixenet Group: Valdubón (Ribera del Duero), Orube (Rioja), Vionta (Rías Baixas) and Finca Ferrer (Valle de Uco, Argentina).
Throughout its long history, Ferrer Wines has kept its eyes on the future, preserving its essence and adapting to the new needs of the digital world. In this interest in joining the advances of the sector, the group continues transmitting its love and respect for the region, making wines that express the essence of variety, terroir and climate. The adaptation of the wineries to a more updated reality has been crucial to experience the growth linked to new technologies.
“Digitalization is a real revolution that requires time and knowledge”, says Pedro Ferrer Noguer, president of Ferrer Wines. “Traditional processes have become obsolete, being modified by new trends and affecting, to a greater extent, the most recently created departments. So we have set ourselves an ambitious challenge: to streamline all our processes thanks to digital technology.”
However, ensuring that wineries do not lose their character by going digital is one of the great challenges facing the companies themselves. “In our case, both promotional communication and customer service focus on transmitting our values and philosophy, which have a long historical trajectory”, Ferrer stresses. “This is something that we are not going to leave aside, but rather we are going to improve even more. By being more agile and having access to more data to analyze and understand, we will be able to enhance and enrich our identity”, he says.
igitalization has redefined the work within wineries, impacting data management and analysis and challenging traditional processes. A move that for Ferrer Wines has not been complicated, as they have a “highly motivated team that understands and embraces innovation”. On the other hand, in the field of wine tourism they have managed to sell their experiences through “the innovative JIG platform”, which “has not only provided greater order and control, but has opened the doors to an ocean of valuable data”. Data that comes from digital bookings and that is the key to building customer loyalty beyond the winery, “turning them into true ambassadors of our wines from the comfort of their homes”.
What is clear is that digitalization is advancing day by day, being an opportunity and an obligation for the exchange of knowledge and the creation of new synergies between wineries and technology companies. Ferrer Wines is working on the transformation of its administrative and invoicing part, as well as on carrying out exhaustive monitoring through digital marketing and the intention of automating its online sales conversion tunnel as much as possible. A forward bet that will continue to drive digital transformation and meet the new needs of the sector.