Welcome to Episode 1957, where we present the session recordings from the wine2wine Business Forum 2023. In today's episode, we delve into- Enotourism- a Social Media Journey to #1 with Dr. Laura Catena, Stevie Kim Italian Wine Podcast is proud to be a media partner of wine2wine Business Forum and we are pleased to present this series of market focus sessions, recorded during the Forum held in Verona in November 2023. wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key annual reference point for wine producers and wine professionals from around the world, providing an opportunity to network, develop and expand their wine business worldwide. About today’s session The Catena Zapata winery was founded by an Italian immigrant to Argentina, Nicola Catena, in 1902. In many ways, the winery is a traditional family winery with a family member at the helm for four generations. However, the wine journey of current Managing Director Dr. Laura Catena has been anything but traditional. Laura started her professional career as a medical doctor in the United States and has practiced both medicine and winemaking for 25 years. She credits her father Nicolás, a Doctor in economics, with teaching her everything she knows about making wine and running a business. When Laura started working with her father, she asked him to explain what people meant by “marketing.” Her father answered: “Laurita, it is hard to prove and sustain a #1 position over time, but when you do something different, you are most likely to win. Always focus on differentiation.” Today, Laura thinks that authenticity is the key to differentiation. During her session, she will show us - through a series of social media moments - how in 2023 the family winery, Catena Zapata, made it to the #1 World’s Best Vineyard position. Find more about wine2wine Business Forum: https://wine2wine.net/  _______________________________ Let's keep in touch! Follow us on our social media channels: Instagram www.instagram.com/italianwinepodcast/  Facebook www.facebook.com/ItalianWinePodcast  Twitter www.twitter.com/itawinepodcast  Tiktok www.tiktok.com/@mammajumboshrimp  LinkedIn www.linkedin.com/company/italianwinepodcast  If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin! Thanks for tuning in! Listen to more stories from the Italian Wine Community here on Italian Wine Podcast!