Castilla‑La Mancha allocates €500,000 for wine research as Spanish summer courses target young consumers

The regional government of Castilla‑La Mancha announced more than €500,000 in funding for wine‑research projects aimed at improving vineyard competitiveness, water efficiency, sustainability and climate‑adaptation. The investment was presented by Charo Serrano, director of the Agency for Research and Innovation of Castilla‑La Mancha, during the opening of the University of Castilla‑La Mancha’s summer course “From Vine to Glass: History, Identity and Flavour” in Almagro. The sector contributes about 4.6 % of the region’s GDP and generates over €1.7 billion in annual value added, with exports to more than 147 countries.

Meanwhile, the Universidad Europea Miguel de Cervantes will host its XV Summer Wine Course in Valladolid on 15‑16 July. The program, titled “New Youth. New Codes. New Wine?”, brings together winemakers, sommeliers, journalists, marketers and digital influencers to discuss how the Spanish wine sector can connect with younger consumers who use social media, seek healthier lifestyles and show interest in non‑alcoholic or “sober‑curious” wine options. Panels will address digital communication, branding, tasting formats and product design to make wine more appealing to Generation Z.