"Attracting Talent: The Challenge of Recruitment in Wineries" – A Dialogue and Toast with Leonardo Martín

The wine sector contributes €20.33 billion in added value, representing 1.9% of Spain’s GDP, according to data from the Federación Española del Vino. Moreover, it is a generator of wealth in various regions of Spain and stands out for its contribution to economic development in rural areas. As an expert, Leonardo Martín shares his vision with us while we enjoy a glass of wine.

To start, tell us a bit about your career. How did you specialize in talent selection for the wine industry?

When I finished my studies, I was certain that I wanted to work in positions and companies related to the consumer sector. I worked in the agri-food sector as well as in the tobacco industry, in both Trade and Sales departments. In 2006, I joined Michael Page, gradually specializing, and nineteen years later, we have established the Wine & Enology division, specializing in attracting and searching for talent for the wine sector.

Wine is always talked about as a passion, but it is also a business. From your experience, what are the key values and skills a professional in the sector must have to stand out today?

A professional in the wine sector must combine passion with a strategic vision to excel in the industry. Having knowledge of enology and viticulture is highly valuable, but it is also essential to develop skills in marketing, sales, and business management to adapt to an increasingly competitive market. That is why the trend among people working in the industry is to focus on studying specialized programs like WSET.

The ability to effectively communicate the story and value of each wine is key to connecting with consumers and standing out from the competition. Additionally, adaptability and innovation are essential in a constantly evolving environment, where consumption trends and sustainability play an increasingly significant role.

Finally, building strong relationships with clients, distributors, and other industry players is vital for generating growth opportunities and consolidating a brand in the market.

In recent years, wineries and companies in the sector seem more concerned about attracting and developing talent. What has changed? Do you think the sector has understood the importance of professionalization?

In recent years, the wine industry has evolved significantly, and attracting and developing talent has become a priority for wineries and businesses in the sector. This transformation is a response to increasing global competitiveness, market digitalization, and evolving consumer preferences, which demand a more professional and strategic approach. In this context, specialized training has taken on a key role, and certifications such as those offered at The Wine Studio have become fundamental to the professionalization of the industry.

Companies have realized that having well-trained professionals not only enhances product quality but also strengthens management, marketing, and customer experience—essential aspects to stand out in an increasingly dynamic and demanding sector.

You can imagine we completely agree with what you’re saying: Training is key in any industry, but in wine, where technical knowledge is so important, how much of a difference can it make?

Training is a fundamental pillar for the professionalization of the wine industry, as it allows specialists to develop deep and up-to-date knowledge on all aspects of the sector, from viticulture and enology to commercialization and brand management. In an increasingly competitive and dynamic market, having well-prepared professionals makes a difference in both product quality and positioning.

Certification programs such as those from the Wine & Spirit Education Trust have gained great relevance, as they provide essential tools for understanding wine on a technical and commercial level, improving tasting, communication, and sales strategy skills. A well-trained industry not only drives innovation and sustainability in production but also enhances the consumer experience and strengthens brand presence in national and international markets.

Investing in specialized education ensures that industry professionals can face current and future challenges with greater confidence and success.

And going beyond that: The trend toward premiumization is evident—more refined wines, better brand positioning, more demanding customers… How does this trend influence the profiles wineries are looking for and how they should sell their product?

The trend toward premiumization has transformed the wine industry, driving greater demand for both product quality and commercialization strategies. In this context, wineries seek more specialized and skilled professionals with deep knowledge. Professionals with certifications are increasingly valued, as their training allows them to confidently communicate the story, value, and uniqueness of each wine—key aspects for connecting with a more informed and demanding consumer.

Additionally, premiumization requires a more personalized and experiential sales approach, where customer education, guided tastings, and strong relationship-building play an essential role. In this scenario, wineries must adopt more sophisticated positioning strategies, betting on exclusivity, sustainability, and differentiation to stand out in an increasingly competitive market.

And in this highly competitive market, there sometimes seems to be a generational clash. How can knowledge and tradition coexist with new ways of doing things? Are we witnessing a generational shift in wine?

The wine sector is undergoing a generational shift, where tradition and inherited knowledge must coexist with new methodologies and innovative approaches. While this change may sometimes create a clash of perspectives, it represents a great opportunity to modernize the industry without losing its essence.

The wine sector has historically been deeply rooted in experience and the transmission of knowledge from generation to generation, ensuring the quality and identity of many wineries. However, younger generations bring a more open mindset toward technology, digital marketing, sustainability, and adaptation to a more demanding and globalized consumer—and with more training!

For this transition to be successful, it is essential to find a balance that allows us to leverage the best of both perspectives. Wineries are investing in specialized training to prepare future professionals, and it is clear that certifications such as those from the Wine & Spirit Education Trust (WSET) are playing a key role.

Furthermore, the generational transformation is reflected in the evolution of commercialization strategies and customer relationships. While tradition brings authenticity and prestige, younger generations are implementing digital strategies, social media engagement, and immersive experiences to connect with a younger and more global audience. Sustainability, another key factor in today’s industry, is also being driven by younger generations, focusing on organic production, reducing environmental impact, and fair trade.

More than just a generational shift, we are witnessing a transformation of the sector, where the key to success lies in collaboration and mutual learning. Wineries that successfully integrate tradition with innovation will be the ones that position themselves most strongly in the global market.

What a fantastic summary. And from a talent selection perspective, what would you recommend to someone looking to enter the wine industry today? And to someone already in it but looking to grow professionally?

For someone looking to enter the wine industry today, it is essential to combine specialized training with practical experience. The wine industry is vast, spanning from production to commercialization, so it is important to define which area you want to develop in.

An excellent starting point is obtaining recognized certifications, such as those you offer, which provide a solid foundation in wine knowledge, tasting techniques, and market strategies. Additionally, gaining experience in wineries, distributors, or the hospitality sector is invaluable, as practical learning is essential.

For someone already in the industry but looking to grow professionally, the key is specialization and continuous updating. The premiumization of wine and digitalization have changed the rules of the game, so it is important not only to expand knowledge in viticulture and enology but also in areas such as marketing, brand management, and international trade.

Finally, let’s imagine a winery is reading this and thinking: “We have never invested in attracting or developing talent in a structured way.” Where should they start?

If a winery has never invested in structured talent attraction and development, the first step is recognizing that human capital is essential for growth and differentiation in the market. The winery should start by analyzing its current and future needs:

• Define a training plan: Investing in staff training is crucial. Training in management and digitalization can be key to remaining competitive.
• Attract strategic talent: If the winery needs new profiles, it should design a talent acquisition strategy aligned with its vision. This includes defining clear roles, offering growth opportunities, and building an attractive company culture. Strengthening its presence at industry events and professional networks is also recommended to attract experienced specialists, as well as working with recruitment firms.
• Foster a culture of innovation and growth: Beyond hiring and training, talent development must be ongoing. The winery can create internal learning spaces. A company that invests in its team not only improves its product and profitability but also strengthens its position in an increasingly demanding market.

Well, it’s very clear to us. Let’s raise a toast to talent.

Leonardo leaves us with a clear message: the success of a winery depends not only on the quality of its wines but also on the talent of the people who make them possible. In a sector undergoing transformation, investing in training, attracting strategic profiles, and fostering a culture of growth is not just an option—it’s a necessity.

Thank you very much, Leo. See you soon in the classroom!

The Wine Studio Team