SCIENTIFIC PROGRAMME V WORLD WINE FORUM
28, 29, 30 March 2006

Tuesday 28th March

Wednesday 29th March

Thursday 30th March

Tuesday 28th March2006
Morning

9 Hours. Official Opening
Mr. Pedro Sanz Alonso, president of the Government of La Rioja
Ms. Elena Espinosa Mangana, minister of Agriculture, Fishing and Nourishment. Government of Spain
Mr. Javier Erro, regional ministry of Agriculture and Economic Development of the Government of La Rioja
Mr. Julián Doménech, president of the Businessmen Federation of La Rioja

I.- Viticulture and oenoloy area. Effects of the climatic change

9.30 – 10 H. Lecture: Effects of the climatic change in the ecological winegrowing systems
Mr. Luis Balairón, chief of service of Prediction of the Climate. National Institute of Meteorology. Spain

10 – 10.30 H. Lecture: Consequences of the climatic change in the wine-growing practices.
Mr. Stefano Poni, associate professor of Viticulture. University of Piacenza. Italy

10.30 – 11 H. Lecture. Canopy management practices for optimum wine grape quality in warm climates.
Mr. Nick Dokoozlian, vice-president of Viticulture. E & J Gallo. USA

11 – 11.30 H. Coffee break

11.30 – 12 H. Lecture: Enology applied to the elaboration of wines stained in zones hot or affected by the climatic change.
Mr. Michel Moutounet, chief of research INRA, Montpellier. France.

12 – 12.30 horas. Conferencia: Enology applied to the elaboration of wines stained in zones hot or affected by the climatic change.
Mr. Christian Butzke, professor of Enology. Purdue University, Indiana. USA

12.30 – 14 horas Mesa redonda y debate: New stages, old problems and new opportunities in the wine sector.
Moderator:
Mr. Fernando Martínez de Toda, professor of Viticulture. University of La Rioja. Spain
Speakers:
Mr. Stefano Poni, associate professor of Viticulture. University of Piacenza. Italy
Mr. Luis Balairón, chief of service of Prediction of the Climate. National Institute of Meteorology. Spain
Mr. José Ramón Lissarrague, profesor of Viticulture. Politechnical University of Madrid
Mr. Nick Dokoozlian, vice-president of Viticulture. E & J Gallo. USA
Mr. Michel Moutounet, chief of research INRA, Montpellier. France.
Mr. Christian Butzke, professor of Enology. Purdue University, Indiana. USA
Mr. Fernando Zamora, dean of Enology School. Unviersity Rovira i Virgili. Spain

Tuesday 28th March 2006
Afternoon

II.- Viticulture policy and legal area.
Legal and normative world environment: agreements and international regulations
Legal Environment and normative European: OCM and its development

16 – 16.30 H. Lecture. Laws of intellectual property, brands and denominations of origin inside the world trade of wines
Mr. Lauro Locks. legal Affairs Officer of the Intellectual Property Division. WTO

16.30 – 17.30 H. Lectures. Current situation of the draft of the OCM and its application in the wine European regions.
Mr. Lars Hoelgaard, deputy Director General in Directorate General for Agriculture and Rural Development in the European Commission in charge of Directorates B-C-D 
Ministry of Agriculture. Government of Spain
Mr. Reinhard Muth,1st Vice-President of the AREV.

17.30 – 18.30 H. Lectures. Positioning of the wine sector before the normative European environment
D. Octavio Cagiano de Acevedo, general manager of FEDERVINI y member of the European Committee of Wine Enterprises (CEEV)
Mr. Jean-Paul Bonnel, director of the Confederation of Viticultural Cooperatives of France and member of COGECA
Mr. Pau Roca, general secretary of the Spain Wine Federation

18.30 – 19,30 H.  Debates: Principal aspects of the legislation and the regulation applicable to the world of the wine.
Moderator:
D. Javier Erro, regional ministry of Agriculture and Economic Development of the Government of La Rioja. Spain
Speakers:
Mr. Lauro Locks. legal Affairs Officer of the Intellectual Property Division. WTO
Mr. Luis Durnwalder, president of the Assembly of European Wine Regions (AREV).
D. Octavio Cagiano de Acevedo, general manager of FEDERVINI y member of the European Committee of Wine Enterprises (CEEV)
Mr. Jöel Castany, vice-president of COGECA y member of the 'Consulting Wine Committee' European Commission
Mr. Pau Roca, general secretary of the Spain Wine Federation

Wednesday 29th March 2006
Morning

III.- Area wine economy. Strategies of marketing and marketing wine in the world.

9 - 9.45 H. Lecture: Managerial creativity in the world of the wine.
Mr. Pedro Nueno, professor of Enterprising Initiative. IESE Business School. University of Navarra. Spain

9.45 – 10.30 H. Lecture: The knowledge of the market like fundamental element of competitiveness.
Mr. Anthony Spawton, associate professor of Wine Marketing. University of the South of Australia

10.30 – 11 H. Coffee break

11 – 11.45 H. Lecture: The knowledge of the market like fundamental element of competitiveness. USA
Ms. Liz Thach, associate professor of Wine Business Program. Sonoma State University. USA.

11.45 – 12.30 H. The markets in the new world order

• International Promotion of the Spanish wines in the frame of the new world order.
• Presentation and delivery of the Market researches ICEX, updated by countries in sole right to the Spanish warehouses.

Mr. Luis Cacho Quesada, economic and commercial adviser of the Embassy of Spain in Pekin.

12.30 – 13.15 H. Lecture.
Mr. Ron Fondiller, vice-president of Constellation Wines. USA.

13.15 – 14 horas. Debate: Strategies of marketing and marketing wine in the world.
Moderator:
D. Pedro M. Sáez Rojo, director del Instituto de Calidad de La Rioja.
Speakers:
Ms. Liz Thach, associate professor of Wine Business Program. Sonoma State University. USA.
Mr. Anthony Spawton, associate professor of Wine Marketing. University of the South of Australia
Mr. Luis Cacho Quesada, economic and commercial adviser of the Embassy of Spain in Pekin.

Wednesday 29th Marzo 2006
Afternoon

IV.- Area marketing. Trends of styles of wines

16 – 16.30 H. Lecture. Towards where do the styles of wine go?
Mr. John Gillespie, director of Wine Opinions and president of the Wine Market Council. USA

16.30 – 17 H. Lecture. Trends and tendences in wine
Ms. Sioban Turner, executive director of The Institute of Masters of Wine. UK

17 – 17.30 H. Lecture. Sociology of the taste. Which is the evolution of the taste in the young men?
Mr. Jacques Puisais, enologist and vice-president of the National Council of Culinary Arts. France.

17.30 – 18 H. Lecture. The marketing of the luxury and the marketing wine
Mr. Michel Chevalier, director of EIM, University of Paris Dauphine, France.

18 – 18.30 H. Lecture. Trends and styles in the wine lists.
Mr. Josep Roca, sumiller and owner of “El Celler de Can Roca”.

18.30 – 19.30 horas. Debate. Evolution and sensory trends of the consumers. The future of the qualit wines.

Moderator:
Mr. Victor Pascual, president of the Interprofessional Organization of the Wine of Rioja and president of the Board of Control of the Denomination of Origin Qualified Rioja

Speakers:
Mr. John Gillespie, president of the Wine Market Council. USA
Mr. Jacques Puisais, enologist and vice-president of the National Council of Culinary Arts. France.
Mr. Michel Chevalier, director of EIM, University of Paris Dauphine, France.
Mr. Josep Roca, sumiller and owner of “El Celler de Can Roca”.
D. Ron Fondiller, vice-president of Consetellation Wines. USA.

Thursday 30th March 2006

V.- Area of integral development of the wine regions

9 - 9.40 H. Lecture. Economic - financial management in the frame of the integral development of the wine regions.
Mr. Andrés Alonso, responsible of Wine Sector of Rabobank International. Spain

9.40 – 10.20 H. Lecture. Strategic plan of Rioja “2020”.
Mr. Fernando Gómez-Bezares, Professor and the director of the Finance department and Quantitative Methods of Deusto's University. Spain

10.20 – 11 H. Lecture: The cluster and the development of wine regions. The district agroindustrial of the Rioja.
Mr. Mikel Larreina, associate professor of the University of Deusto. Spain

11 – 11.30 H. Coffee break

11.30 – 13.30 H. Lectures. The business, the spaces and the marketing for the wine creative economy.

- Identification of new business
Mr. Charles Waldman. Senior Affiliate Professor of Marketing. INSEAD. Paris.

 

- Adequacy of the territory, urbanism and landscape.
Mr. Gabriel Escobar, manager of Land Management of Taller de Ideas. Spain

 

- Architecture and landscape
Mr. Peter Richards. Wine specialist and wine writer. Devinity Wine. UK

 

- The marketing in the integral development of the wine regions
The wine like engine of the branding of a territory.
Mr. Hermenegildo Seisdedos, director of the Area of Marketing of the Institute of Business

13.30 H. Closing and reading conclusion
Mr. Javier Erro, regional ministry of Agriculture and Economic Development of the Government of La Rioja
Mr. Julián Doménech, president of the Businessmen Federation of La Rioja
Mr. Francisco Díaz Yubero, scientific secretary of V World Wine Forum