Joaquín Up

Joaquín Parra López is a prominent figure in the Spanish wine industry, specializing in wine communication, marketing, and consulting.12 He is the director of Wine Up Consulting and the author of the Wine Up! guide, which was recognized as the best wine guide in Spain in 2023.3

With a background in marketing and business administration, Parra has held various positions in wineries, including administration manager, commercial director, and manager.1 In 2006, he launched his solo project, "WINE UP CONSULTING," which became one of the few companies in Spain and the first in Castilla La Mancha dedicated to wine marketing and commercial consulting.1

Parra's expertise extends to:

1. Wine education: He has developed and taught courses on Spanish wine management and commercialization.1
2. Wine tasting: He conducts wine tasting courses and educational tastings across Spain.1
3. Wine tourism: Parra pioneered the concept of "INVERSE WINE TOURISM," organizing events like the Wine Up Tour to bring wineries directly to consumers.1
4. Digital innovation: He created and maintains www.ecatas.com, the first online tasting panel, and manages the wine news portal www.vinoticias.es.1

In recognition of his contributions to wine journalism, Joaquín Parra López was awarded the National Journalism Prize Virgen de las Viñas in 2023.4 He continues to be an influential voice in the Spanish wine industry through his work with Wine Up Consulting and the Wine Up! guide.23