Sogrape Conference 2025: Wines of Tomorrow – Unfolding the Future
In the last week of October, the Sogrape Family gathered at the Vidage Palace Hotel, in Portugal, for the Sogrape Conference 2025 – an annual internal event that brings together teams from different geographies to reflect, connect, and shape the company’s path forward.
Under the theme “Wines of Tomorrow – Unfolding the Future”, this year’s edition inspired open dialogue about the opportunities and challenges shaping the global wine sector, calling for collective action, innovation, and courage to build a resilient and relevant future.
Watch the opening video that sets the tone for this inspiring journey of debate.
A Sector in Transformation
The Sogrape Conference began with Francisco Valadares Souto, Sogrape’s Executive Vice-President, who reflected on the current challenges facing both the industry and the company – from declining consumption and economic uncertainty to rising operational costs.
Reinforcing that the future starts now and depends on everyone’s involvement, the Executive Vice-President highlighted Sogrape’s ongoing transformation through digitalisation, the Sogrape Transformation & Excellence Programme, and advances in Artificial Intelligence. The mensage was clear: “We are not here to watch the future; we are here to build it”.
Exploring the Wines of Tomorrow
Throughout the event, participants engaged with experts, industry voices, and Sogrape leaders across five inspiring sessions that combined insights and imagination.
“The Wine Futurescape” was the theme of the first talk, that counted with the participation of Paul Mabray, CEO of Pour Now, and Vanessa Eusébio, Associated Head Of Marketing Consumer at Sogrape. The two explored how the wine world must adapt to a landscape marked by fragmentation, digital acceleration, and shifting consumer values. Trust, authenticity, and technology were highlighted as the key to future connection.
Then followed a theme that has been on spotlight recently - “Wine & Wellness in the Next Era”. Rodrigo Rocha, Vice-President of Marketing and Communcations of Grupo Amil, Carla Sousa Pontes, Director of Longevity at CUF, and Raquel Seabra, Executive Board Member of Sogrape, discussed the balance between wine, health, and longevity, emphasising the importance of moderation, transparency, and the cultural role of wine within a healthy lifestyle.
The day went by with another hot theme – Artificial Intelligence. The session “Tech Spotlight: The AI-driven Winery” with Gregoire Letort, wine tech, food tech and sustainability investor, and André Campos, Sogrape’s Chief People & Transformation Officer, showcase how Artificial Intelligence is transforming the value chain – from vineyard management to customer exprience – while preserving creativity and the human touch.
Finally, Inês Caldeira, Global Deputy GM at L'Oréal, shared the company’s approach to constant reinvention, highlighting the balance between discipline, local adaptation, and brand authenticity as a key to a sustainable growth in the talk “From Roots to Reinvention”.
Building the Future Together
In his closing speech, Fernando da Cunha Guedes, Sogrape’s President, encouraged all participants to embrace the spirit of action and shared responsibility.
Acknowledging the challenges of the global wine landscape, he reaffirmed Sogrape’s purpose - “to bring Friendship and Happiness to everyone we touch through our wonderful wines” - and the company’s strategic focus on value, innovation, digital transformation, and international growth.
The final message was one of optimism and empowerment: the future of wine depends on the choices we make today, so let’s continue to act with courage, creativity, and collaboration.
The Sogrape Conference 2025 was more than an event – it was a moment of reflection, collaboration, and renewed purpose.
As the industry envolves, Sogrape remains commited to leading with authenticity, embracing innovation, and building a future where wine continues to connect people, culture and generations.
Watch the best moments of this event.
