How to succeed in 2019

The magazine Castilla y León Económica invited me to participate at the ‘8 ideas para triunfar en 2019’ (8 ideas to succeed in 2019) Conference, which was held on 7th February at Auditorio II, Feria de Valladolid.


I had the honour to talk about our experience with marketing and social networks, which in my opinion are a fundamental axis in business success in the 21st century. The consumer role and how to approach the elaboration, design, creation and sales of a product were some of the ideas that I brought to the table, as well as market segmentation and how to adapt nowadays products to the tastes and needs of the consumer, who we should always be the center of our attention.

CM, the wine chosen by SENADO MARCA for match debates

Our Rioja wine CM has been chosen by Senado Marca to be the protagonist during major match debates. On this occasion, it was the local derby held for the Copa del Rey semi-finals in which Futbol Club Barcelona played against Real Madrid at Camp Nou. In addition, this was the wine offered during the Atlético de Madrid – Real Madrid match.


The CM wine is the first one from the Riojan winery that bears my name. The event took place two years ago at the Prado Museum and was attended by Juan Ignacio Zoido, then Interior Minister. CM is a 100% Tempranillo wine from vineyards that are between 25 and 80 years old, close to Bodega Carlos Moro, located in San Vicente de la Sonsierra.


You can watch a video of that beautiful event in which we combined art and wine on this link.

My thoughts on depopulation at #SomosCyL2019

Today, the newspaper El Mundo has organised the ‘Somos Castilla y León’ (We all are Castilla y León) Conference, in which I had the pleasure of participating talking about depopulation. Among the main reasons for the depopulation of our villages, we can find essential elements that have deteriorated the ability to attract and retain people in rural areas. In my opinion, there are at least five reasons why this misfortune is happening in our villages:

The first one is of a social nature. The few job opportunities for highly educated young people are leading to an ageing population.

The second reason, of an administrative nature, is about the existence of regulations that hinder, or directly impede, entrepreneurship in rural areas.

A third one could be of an economic nature and has a large-scale impact, that is the unequal investment both in infrastructure and in the promotion of urban areas to the detriment of rural ones.

The fourth reason is that there is a significant technological deficit in relation to connectivity, since in rural areas it is frequent to find areas with very little accessibility to Internet and communication networks.

Finally, I would point out a fifth reason, which is none other than the existing deficit in terms of health, education, leisure and culture.

Conferences like this one give us the opportunity to change our points of view and opinions. We have a long way to go, and we have to work to continue the fight against depopulation. We must all come together and do our bit. Enterprises, media, public administrations and companies such as Bodegas Familiares Matarromera, located in rural areas and facilitators of employment and economic growth, have the bases and control means to begin to take measures to alleviate depopulation and bring life to our villages, a real source of wealth in this region.



My personal and professional history in regard to land, wine, and innovation is told in the book ‘Pasión por la tierra, pasión por la empresa’ published by Ediciones Deusto. In this book, I have been able to narrate how thirty years ago, in 1988, I took on an uncertain adventure: To revamp my family’s tradition of growing vineyards and devoting myself to winemaking, and talks about the keys and secrets to the success of a company deeply rooted in the land, but also deeply innovative.


I believe knowing the past is essential to build the present, since a company that forgets its origins and history can hardly create a present with a future. In 1995, Matarromera, my most emblematic wine, was chosen the best in the world. Now, decades later, we have managed to create one of the most prestigious and innovative winemaking companies in Spain, with a multitude of national and international recognitions and presence in six designations of origin. I hope to convey to all the readers of this book what, in my opinion, are the most important keys to achieving business success.


On 21 and 22 January 2019, a delegation from the Spanish Wine Federation, including Miguel Torres (President of Familia Torres and of the FEV) and Carlos Moro (President of Bodegas Familiares Matarromera and SINALCOHOL), travelled to Brussels to meet Commissioner Phil Hogan.


During the meeting, which took place at the European Parliament, support was requested on key issues for the Spanish wine sector, such as the CAP reform, labelling regulations, the harmonisation of sectorial support programmes, and matters concerning dealcoholised and partially dealcoholised wines.


The delegation included Miguel Torres (President of FEV and Torres Winery), José Luis Benítez (General Manager of FEV), Mauricio González Gordon (González Byass); Antón Fonseca (Terras Gauda Winery), Carlos Moro (Familiares Matarromera Winery), Ruth Chocarro (Pernod Ricard Winery), Adela Lario (Osborne Group), and Ignacio Sánchez Recarte (Secretary General of CEEV, Comité Européen des Entreprises Vins).