On February 2, during a session of the subject Marketing II, the students of the School of Economics were able to learn about the main features of the wine sector from Pablo Aguirre, Marketing and Sales Manager of Bodegas Ochoa, director .

Aguirre explained to the students that the techniques of research market and information analysis have led his business to grow in the development and investment in "organic" products, a growing trend in the food sector in recent years, which is also having an impact on the wine sector.

Regarding wine consumption in the world, Aguirre stressed that European markets are not experiencing strong growth. On the other hand, other countries such as China and the United States are emerging as new markets where wine consumption is growing rapidly and Ochoa has an opportunity to expand.

The director of Marketing and Sales pointed out that Bodegas Ochoa seeks for its wines to be recognized aswines of quality and prestige. Therefore, they are not focused on offering the cheapest price on the market. Their price is above the wines with Denomination of Origin of Navarra and they justify it with a added value that Ochoa is able to offer.

In this sense, he assures that added value consists, among other aspects, of a higher quality of grapes and soil, respect for the environment, social responsibility and international recognition.