Visiting Central America: Our latest major commercial trip

Earlier this month, our colleague Cristina undertook an exciting tour of Central America to present our three premium red wines, Altos de Luzón, Por Tí and Alma de Luzón, to an audience hungry for high-end wine experiences. Demand for our wines has grown considerably in this region and it was a privilege to share the passion and dedication we put into every bottle.

First Stop: Panama 

Our journey began in Panama, where we collaborated with our partners Varela Hermanos. This company, with more than 110 years of history, is a pillar in the production and distribution of spirits in the country, being synonymous with quality and tradition. For two days, we carried out various promotional activities and staff training in their network of La Bottega shops. In addition, we held several tastings and meetings in prestigious local restaurants where attendees were able to appreciate the complexity and richness of our wines.

Second Stop: Guatemala 

Our next stop was Guatemala, where we teamed up with Vinoteca, a company that has been offering Guatemalans a unique experience in wines and gastronomy since 2002. At Vinoteca, we held the “Luzón Experience”, which included two training sessions for around 50 people working in their stores. We also visited select restaurants that will soon feature our wines on their menus, ensuring that our iconic reds are available to wine enthusiasts in Guatemala.

Third Stop: Dominican Republic 

Our final destination was the vibrant Dominican Republic, where we conducted training activities with Centro Cuesta Nacional on July 8th. Centro Cuesta Nacional, from its modest beginnings in 1935, has grown to become the leading distribution and retail company in the country. During this session, we introduced our three premium reds to 30 people from the store and sales teams. We also enjoyed a meal at ‘Casa Brava’, a restaurant run by a Spanish family offering a fusion of traditional and modern flavors.

On July 9th, we continued our promotional activities with La Bodega de M. G. Cuesta. This innovative project is inspired by a wine library, providing a multisensory experience for its customers. From La Ermita, where the most fragile and ancient wines are cared for, to The Loft, a cozy space for private events, La Bodega de M. G. Cuesta redefines the enjoyment of wine. Our day included tastings and meetings with several restaurant owners, strengthening our presence in the Dominican market.

This trip was an invaluable opportunity to connect with our partners and clients in Central America, and to reinforce Bodegas Luzón‘s commitment to quality and excellence. Our shared passion for wine unites us, and we are excited to see how our premium reds will continue to make their mark in these culturally rich lands.

Until the next adventure!