LAN, founded in 1972, is a medium-sized winery that is positioned in the medium-high segment of the D.O.Ca. Rioja. Rioja is one of only two qualified designations of origin in Spain, "Rioja is a great brand, an umbrella brand," explained speaker. Similarly, Cebrián emphasized that, despite the fact that Spain is one of the main wine producers, we are at the bottom in terms of wine consumption. An interest in wine culture that is waning, largely due to its low rate of recruitment among young people. "We have been very boring," said the marketing expert, comparing the image of wine to that of the recent beer boom. "Kalimotxo doesn't seem bad to me if it is the entrance gateway for young people to the world of wine" added Cebrián.

Regarding LAN's image, which has a portfolio that combines a classic style in the main range and a modern style in the estate wines, speaker explained its recent change of image taking into account that "aesthetics must be producible and saleable" and that the product must continue to be easily recognizable by the consumer. Cebrián stressed the importance of marketing and communication, assuring that "it is not enough to have a good product, you have to know how to sell it". The speaker emphasized the influence of the legislation on alcoholic beverages on communication strategies. Finally, the expert invited visitors to visit the wineries and announced plans for winery renovations to improve the visitor experience in 2018.