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15th Torres International Conference

06 · February · 2017 | http://www.torres.es


The fifteenth Torres international conference took place between the 25th and 27th of January, 2017. On this occasion more than 70 collaborators from all the wines and spirits distributors met up in Barcelona where, together with the Torres team, they defined the strategic lines to be followed to continue building up the brand’s prestige in their markets. The conference started on Wednesday with a visit to the new vinification and ageing room of Mas La Plana and the Torres Trade Lab. In the lab, participants could see, first-hand, all the activations planned in the 2017 guidelines. The day ended with the presentation of Vardon & Kennett, the company’s first sparkling wine using the ‘Traditional Method’, made by the 5th generation of the family at the Sta. Margarida d’Agulladolç estate.



Participants had to get down to business on Thursday with the working seminars held at the Hotel Arts. The morning started with presentations by the President, Mr. Miguel A. Torres, and the General Manager, Mr. Miguel Torres Maczassek, who explained the current situation and established the group’s strategic lines for the short and long term. Afterwards, Xavier Armengol (Chief Commercial Officer), Michael La Terrière (Global Spirits Director) and Joaquim Tosas (Chief Marketing Officer) went over the plans and tools to be used in 2017 both in terms of commercial policies and new products. And, lastly, Mireia Torres Maczassek (Director of the Torres Priorat and Jean Leon Wineries and R&D Director of the Torres Group), Jaime Valderrama (Managing Director – Viña Miguel Torres Chile) and Marimar Torres Riera (President – Marimar Estate) did the same for the wineries of Jean Leon, Chile and California. In the afternoon it was the turn of the distributors who, in different workshops, presented and shared their views regarding the best practices identified in their respective markets.



After a hard day’s work there was still time for the traditional gala dinner at MNAC (The National Museum of Art of Catalonia), with a prior tasting of all Torres products explained by its oenologists and Brand Ambassadors and afterwards a cocktail evening in the Hall at the same museum.






Friday morning, still looking rather sleepy from the night before, the group went to Mas Rabell where they could once again witness the great ageing potential of one of our flagship wines, Grans Muralles, and the role played by Ancestral Grape Varieties. The tasting was given by Josep Sabarich (Oenology Director) and Joelle Martí (Prestige Wine Manager). The conference couldn’t end without the now customary leisure activity. This time the distributors, divided into groups and led by the international chef Carles Tejedor, took over the kitchens to compete in a cooking contest in the style of the TV programme Master Chef. After tough deliberations, the Jury chose Group 1 as the winners, showing that great teamwork can guarantee success.